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The Duchess of Sussex returned to Instagram last month
Meghan Markle’s credibility hangs in the balance amidst brand controversy.
Fake accounts on Instagram are targeting the Duchess of Sussex’s new luxury lifestyle brand, posing a potential threat to Meghan’s credibility and trustworthiness, according to an expert.
Meghan quietly introduced her new brand, American Riviera Orchard, last month, amassing over 570,000 followers.
American Riviera Orchard is believed to encompass a lifestyle and culinary brand aligned with a forthcoming cooking show on Netflix. The brand, launched solely with an Instagram handle and a soft-focus grainy video, could potentially generate six-figure sales in its initial weeks, although the release date for products remains undisclosed.
Despite the brand’s rapid follower growth, a “significant” portion of the fan base comprises fake accounts or bots.
Stacey Wong from digital marketing agency Own Your Space explained: “The Instagram for American Riviera Orchard showcases a robust following of over half a million, a testament to her powerful personal brand and appeal.
“However, the presence of a 13.77% ‘fake follower’ metric reveals a common challenge in digital brand management. Navigating this landscape requires strategic engagement and authentic content to maintain and enhance brand integrity.”
“Having 7.25% suspicious mass followers and 6.52% likely bots or fake accounts presents a significant threat to the integrity of her brand. These fake followers not only distort engagement metrics but also undermine the authenticity and trustworthiness of her online presence.
“With the rise of influencer marketing and the increasing emphasis on genuine connections with audiences, the presence of fake followers can tarnish Markle’s credibility and hinder her ability to effectively communicate with her genuine followers.”
