The PR BlogDigital PRSocial Media ManagementHow Ghost Followers Destroy Your Social Accounts

How Ghost Followers Destroy Your Social Accounts

Ghosts don't care about great content.

Cover photo by Jerry Silfwer (Instagram)

Ghost followers are destroying your social media accounts.

Many are trying to outsmart social media algorithms by acquiring many inactive followers. Others don’t have the time to weed out and block bot followers.

Turns out that allowing anyone to follow you has a detrimental effect.

Here’s why:

How Ghost Followers Destroyed My Twitter Account

A few years ago, I destroyed one of my very own Twitter accounts this way.

I followed back accounts with high follow-back ratios to get them to stay on as followers — as opposed to following people I genuinely wanted to interact with, no matter if they followed me or not.

That account now has 16K+ followers, but recovering it back to health has proven almost impossible.

We find ourselves in a situation where thousands and thousands of influencer wannabes and other types of social media fakers are buying ghost followers and deploying follow-back software to boost their numbers.

Most people understand that the followers you get won’t engage with their content, as I did, but the actual situation is worse.

Much worse.

I didn’t buy my followers, sure, but I did use a stupid follow-back technique — and destroyed my Twitter account as a result.

Social Algorithms Stats in the Trash

While the mathematical aspects of a social media algorithm might be complex, the essential function isn’t. Algorithms simply try their best to figure out what users want by predicting their behaviours.

While the algorithmic formula is complex, the essential social signals are easy to understand for anyone — it’s all about engagement (what your potential audience does on the platform) and authority (your track record on the platform).

On a social platform, you’re first and foremost competing with yourself.

Let’s do a thought experiment:

Imagine having precisely 100K followers, but for some reason, 90K are ghost followers, like bot accounts, fake accounts, spam accounts and the like. There might even be some real people who allowed you for the wrong reasons; therefore, they will never ever engage with your content.

Okay, so you still have 10K real followers. That’s not too bad, considering. If you could publish some content and get 10K shares?

But, of course, you don’t get 10K shares. You might not even get five shares.

The reason is devastatingly simple: your algorithmic stats are now in the trash. Sure, as long as the social network shares your content with only those 10K followers, you can maintain account integrity. But it’s an uphill battle.

Ghosts Don’t Care About Great Content

Great content alone will rarely make up for having a large portion of followers with low scores on engagement and authority. Therefore, a massive following of ghosts could be a mathematical poison to your attempts to negotiate the algorithm.

Yes, the algorithm will collect performance data on everything you publish. Still, contrary to popular belief, this data is mainly used to error-correct the algorithm’s accuracy, not to determine your authority.

The social media algorithm has made most of its predictions before you publish your content.

Posting great content (meaning: content that performs better than “your” algorithm’s initial prediction) will only micro-adjust in your favour, but only ever so slightly. Such micro-adjustments rarely make up for having 90% ghosts, not in the long term.

What does this mean?

What To Do About Ghost Followers

What can you do if you have a high ratio of ghost followers? What can you do?

There’s no easy solution, unfortunately. There’s the hardcore approach, of course. You could go through your list of followers and block all those prominent ghost follower accounts. This will get rid of ghost followers quickly, but it comes at a cost:

Frequent blocking will tell the algorithm that you’re not interested in engaging with those who have chosen to follow you. Short- to mid-term, this is likely to impact your authority negatively.

The softer approach won’t strike back at you as hard: You simply make sure that you’re at least not following ghost followers back, and then you hope that they will unfollow you, too, over time. This, of course, takes time.

There are two additional alternatives as well, but these aren’t viable options for most people: Either you close your account and start fresh, or you attract so many real followers that their numbers will dwarf your existing number of ghost followers.

Here are a few rules of thumb for keeping clear of ghost followers:

How To Avoid Ghost Followers

Inactive and passive followers, ghost followers, will destroy your engagement scores and there undermine your social media reach and growth are a few rules of thumb for keeping clear of ghost followers:

  • Grow organically from the start. Having a small but highly engaged community is better than attracting huge bulks of ghost followers — especially if you share your authority with them by engaging with them back.
  • Stay consistent in one niche. Attracting a homogenous audience (in terms of what exact content they typically will engage with) is critical for long-term success in social media. For more insight, see also the follower contract.
  • Engage strategically wise. Who you engage with (follow, like, comment, share) will send necessary signals to the algorithm. Ensure to engage consistently with the particular audience you want to attract.
  • Remove or unsubscribe ghosts. When possible, proactively remove inactive followers by either eliminating or unsubscribing them. Not all social networks allow for this, but you should use this tactic wherever it’s applicable.

Read also: How Ghost Followers Destroy Your Social Media Accounts

Jerry Silfwer
Jerry Silfwer
Jerry Silfwer, alias Doctor Spin, is an awarded senior adviser specialising in public relations and digital strategy. Currently CEO at KIX Index and Spin Factory. Before that, he worked at Kaufmann, Whispr Group, Springtime PR, and Spotlight PR. Based in Stockholm, Sweden.



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