Keeping Score: Brands Tally Bloggers' Bots Rachel Strugatz Blogging has become a numbers game — and one in which brands might be losing millions to bots. The pressure is on for the blogger set, where the number of followers one has, by and large, remains the biggest indicator of the amount of influence one yields. These bloggers are expected to continually increase their social media fan bases, as high follower counts equate to inking deals with the biggest fashion and beauty brands, and deals with these brands equate to big bucks for influencers. Whether someone has 500,000 or two million followers is integral in dictating their rate, which could climb from a five-figure payout to a six- or even seven-figure fee. But the way in which bloggers grow their followings has become a little murky, with some turning to services that allow them to buy followers and likes to get their numbers up in the form of bots. It's certainly not a new phenomenon — Instagram had a well-publicized "cleanup" at the end of 2014 that saw followings from Kim Kardashian to Justin Bieber drop by more than one million each — but it has become a topic that brands are turning their focus to as influencer fees skyrocket. It's become
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