The Follower Factory
Everyone wants to be popular online.
Some even pay for it.
Inside social media’s black market
Celebrities, athletes, pundits and politicians have millions of fake followers.
he real Jessica Rychly is a Minnesota teenager with a broad smile and wavy hair. She likes reading and the rapper Post Malone. When she goes on Facebook or Twitter, she sometimes muses about being bored or trades jokes with friends. Occasionally, like many teenagers, she posts a duck-face selfie.
But on Twitter, there is a version of Jessica that none of her friends or family would recognize. While the two Jessicas share a name, photograph and whimsical bio — “I have issues” — the other Jessica promoted accounts hawking Canadian real estate investments, cryptocurrency and a radio station in Ghana. The fake Jessica followed or retweeted accounts using Arabic and Indonesian, languages the real Jessica does not speak. While she was a 17-year-old high school senior, her fake counterpart frequently promoted graphic pornography, retweeting accounts called Squirtamania and Porno Dan.
All these accounts belong to customers of an obscure American company named Devumi that has collected millions of dollars in a shadowy global marketplace for social media fraud. Devumi sells Twitter followers and retweets to celebrities, businesses and anyone who wants to appear more popular or exert influence online. Drawing on an estimated stock of at least 3.5 million automated accounts, each sold many times over, the company has provided customers with more than 200 million Twitter followers, a New York Times investigation found.
The accounts that most resemble real people, like Ms. Rychly, reveal a kind of large-scale social identity theft. At least 55,000 of the accounts use the names, profile pictures, hometowns and other personal details of real Twitter users, including minors, according to a Times data analysis.
Jessica Rychly, whose social identity was stolen by a Twitter bot when she was in high school.
“I don’t want my picture connected to the account, nor my name,” Ms. Rychly, now 19, said. “I can’t believe that someone would even pay for it. It is just horrible.
In November, Facebook disclosed to investors that it had at least twice as many fake users as it previously estimated, indicating that up to 60 million automated accounts may roam the world’s largest social media platform. These fake accounts, known as bots, can help sway advertising audiences and reshape political debates. They can defraud businesses and ruin reputations. Yet their creation and sale fall into a legal gray zone.
The actor John Leguizamo has Devumi followers. So do Michael Dell, the computer billionaire, and Ray Lewis, the football commentator and former Ravens linebacker. Kathy Ireland, the onetime swimsuit model who today presides over a half-billion-dollar licensing empire, has hundreds of thousands of fake Devumi followers, as does Akbar Gbajabiamila, the host of the show “American Ninja Warrior.” Even a Twitter board member, Martha Lane Fox, has some.
