“Bots” has become a four-letter word in the wake ofreportsabout the black market for fake fans and followers on popular sites like Instagram. This is a shame because marketing automation is supposed to be a good thing. It’s supposed to provide an opportunity to save time and improve results by using data and technology in ways a mere mortal never could. But when it comes to social media and influencer marketing, thedark side of automationis rising.
Many marketers use bots on Instagram to follow people and “like” and comment on their behalf with the intent of growing their followings and increasing engagement rates, even though Instagram frowns on the process. Those marketers are overlooking a crucial shortcoming: Bots don’t understand context.