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Contently – If Half of Web Traffic Is Fake, Good Content Marketing Is Even More Important

 

 

 

 

By Emily Gaudette

January 16th, 2019

In December, New York Magazine dropped an atom bomb on digital media. And no, I don’t mean this story on Snapchat filters for dogs.

The day after Christmas, tech reporter Max Read analyzed and synthesized reports from the Justice Department, a New York Times report on follower factories, one of many lawsuits against Facebook, a list from MarketingLand, and takedowns of YouTube, Instagram influencers, and deepfakes, all to conclude that digital metrics are fake and overinflated. We’re all just soaked in a seven layer dip of made-up, falsified baloney.

According to the article, roughly half of traffic and engagement is fraudulent. As if that wasn’t damning enough, Reddit’s ex-CEO Ellen Pao shared the article on Twitter, adding, “It’s all true: Everything is fake.” For many of us who make a living analyzing web metrics, it was a confusing time. I stopped checking Twitter for a full week, sitting in my kitchen like Dr. Manhattan on the moon, asking myself why I didn’t just go to law school.

See full story: http://ow.ly/o1Cv30nmV0w