Is there a war against wine influencers?
Nothing stated but the limits imposed by Facebook and Instagram to those who sell or talk about wine as well as new algorithms make life hard for influencers
What is happening in the world of social network ? As the number of people constantly connected and obsessively connected to their mobile phones increases, the pressure from those who fear for the mental health of digital natives increases.
The result is that a kind of war has begun against influencers and especially against wine influencers
9,000 INFLUENCERS IN THE WORLD WITH A TURNOVER OF 10 BILLION DOLLARS
There are about 9,000“occult persuaders” active online on wine and spirits around the planet and their turnover has reached 10 billion Dollars.
Many wineries have relied on them to increase their image and business. This is the case of the famous organic company Domaine Bousquet who has built its fame on Instagram using influencers with 10,000 followers or so and now produces over six million bottles.
Maybe the two social media giants Facebook and Instagram are thinking of putting in their pocket the money earned by influencers?
AN ALGORITHM BLOCKS THE TOO FAST INCREASE OF LIKES
We do not know but they are certainly putting a number of obstacles to their activity and seem to push the wine companies to return to the advertisements. In fact, if the wineries sponsor their own communication, as if by magic the “Like” increase dramatically, much more than using the influencers.
There is also an ethical element: are these people really able to influence thousands of followers, pushing them to appreciate a brand or to buy a wine?
FAKE ACCOUNTS AND FAKE FOLLOWERS CREATE THE ILLUSION OF VISIBILITY
According to Wine searcher in the USA alone there are 49 million fake accounts, while 57% of accounts worldwide have purchased followers or used robots to boost likes. Among them there are also influencers.
The actions put in place to hinder influencers are two: the limits on communication regarding alcohol when it is aimed at sales and the algorithms that identify and block sites where “likes” grow suspiciously. The results were immediate: Wine searcher tells of Amber Burke a wine influencer that takes care of the communication of some wineries and that was used to taking a photo and getting 2000-3000 like and now receives 500-700 because of algorithm changes.