As of November 19th, Instagram began removing inauthentic engagement with accounts that use third-party apps to grow their follower count and engagement on the social media platform.

For companies that use Instagram influencers for brand awareness and marketing, it’s hard to determine who the real and true influencers are. Some individuals use third-party apps to create fake likes, comments and follows to further their reach. Unfortunately, businesses who pay these influencers as a part of their marketing strategy won’t see the ROI they deserve. It’s worth noting, as well, that this practice violates Instagram’s community guidelines and terms of use.

Unilever CMO Keith Weed has been recruited by Instagram to show his support. Weed states,

Instagram is one of the most popular social networks worldwide, and I very much support it taking action and removing inauthentic activity from its platform. It’s another positive step on the journey to build trust back into our digital ecosystems and wider society.

Instagram states that these moves to stop inauthentic activity on the platform will be ongoing and accounts that continue to use these third-party apps may see their Instagram experience impacted.

Source: Marketing Land