The concept of organic engagement—genuine interactions from real users—has long been considered the cornerstone of digital success for creators, brands, and businesses. It represents trust, authenticity, and meaningful connections with audiences. But with the proliferation of “view farms,” which artificially inflate metrics like views, likes, and comments, the integrity of engagement metrics is under scrutiny. These practices raise pressing questions: is it still possible to achieve organic growth, or has the digital arena become a battleground for manipulated success?

How View Farms Are Used Across Platforms

View farms generate artificial engagement using bots or low-paid workers to create an illusion of popularity.Their impact is felt across various platforms, where they are deployed for different purposes:

1. Social Media Influencers

Many influencers use view farms to inflate their follower counts, likes, and comments to appear more influential. For instance, on platforms like Instagram, these metrics affect brand partnerships. According to Influencer Marketing Hub, brands pay up to 25% more for influencers with higher engagement rates. This incentivises the use of view farms to boost numbers and attract lucrative deals, often leaving brands paying for fake reach.

2. Video Platforms

On platforms such as YouTube, content creators can use view farms to rapidly increase video views. Since YouTube’s algorithm prioritises videos with high engagement, artificially boosted videos are more likely to appear on recommended lists. A study by The New York Times uncovered cases of creators buying millions of views to make their content go viral, even though the majority of these “views” came from bots or click farms.

3. E-commerce and Product Reviews

Online retailers often use view farms to inflate reviews and engagement on their products. For example, sellers on Amazon have been found paying for fake 5-star reviews and likes to gain customer trust and drive sales. A report by Which? revealed that one in seven Amazon reviews could be fake, often originating from paid services or organised farms.

4. TikTok Viral Trends

TikTok’s algorithm is heavily influenced by early engagement metrics. Users can leverage view farms to generate initial traction, making their content appear trending or viral. A study by The Guardian highlighted how viral challenges are sometimes seeded with fake engagement to gain momentum and encourage genuine users to participate, perpetuating a cycle of artificial and organic interactions.

5. Political Campaigns

View farms are also used in political campaigns to sway public opinion. Politicians or their supporters have been known to inflate follower counts, likes, or retweets to create the illusion of widespread support. According to research by Oxford Internet Institute, bots and fake engagement played a significant role in spreading disinformation during the 2016 US presidential election and the Brexit referendum.

6. Mobile App Rankings

Developers frequently use view farms to boost app store rankings by generating fake downloads, reviews, and ratings. This practice manipulates algorithms on platforms like Google Play and Apple App Store, making the app appear more popular than it truly is. A 2023 report by TechCrunch estimated that up to 25% of app downloads in some categories may be artificially inflated.

Can Organic Engagement Survive?

Despite the challenges posed by view farms, organic engagement is still possible. Achieving organic engagement demands authentic content and genuine audience connections through deliberate strategy:

  1. Prioritise Quality Content
    High-quality, relevant, and engaging content naturally attracts audiences. According to HubSpot, 78% of consumers say they are more likely to interact with content that feels authentic and meaningful.
  2. Build Direct Connections
    Engaging directly with audiences through comments, discussions, and genuine interactions strengthens relationships. Real users appreciate meaningful exchanges that cannot be replicated by bots.
  3. Leverage Transparency
    Modern consumers recognise fake engagement tactics. Brands that focus on authentic growth and share honest metrics foster trust and credibility, as noted by Forbes.
  4. Collaborate With Platforms
    Social media platforms actively penalise accounts that use view farms. Creators who focus on organic growth benefit from algorithms designed to reward authenticity.

Conclusion

From social media influencers and video creators to e-commerce sellers and political campaigns, view farms are employed widely to manipulate metrics and gain visibility. However, this practice distorts the digital ecosystem, making it harder to distinguish between genuine and fake success. While view farms remain a pervasive issue, organic engagement can survive with a commitment to authenticity, meaningful content, and real audience relationships. By valuing transparency and collaboration, creators and platforms alike can promote a digital space where genuine interactions thrive.