Corporate advertising scams: understanding the mirror effect
More and more “new media” abuse the credulity and vanity of advertisers. Here is a description of the practice that is nicknamed "the mirror effect".
From the beginning of the invention of the press, publishers filled newspapers with subjects that interested readers: it was the only way to be able to sell their newspapers. During their respective creations, radio and television did the same. During the creation of free newspapers at the end of the 20th century, the principle still and always remained this: we sought to have readers. Advertising has always been part of this context: advertising is placed where there are readers/viewers. And just look at how social networks work to see that advertising content is in the minority. What has seemed logical for centuries… is no longer always obvious today.
In the 21st century, some free newspapers and websites have begun to practice another approach to carve out a "market share", and which emerges from the scam: the mirror effect. To create a place for themselves, they began to make advertisers believe that they were the stars (and not the news).
For example, it happens that a local newspaper chooses to put a large advertiser on its cover: it practices this mirror effect. The principle is simple: the advertiser is flattered. The publication will have very few readers, but that's okay. It is considered by the advertiser as a friendly gesture towards him.
Another example, in South Florida, a few years ago, several fake televisions were created. One of them had a huge camera, surrounded by a team that sometimes amounted to five people. She didn't film anything at all but walked around and attracted many people who wanted to be "filmed".
Others also claiming to be “television” broadcast on Youtube. Some people (actually filmed this time) shared the bit about them on their social networks and got immediate likes from their families who applauded such a television success. Even though it said “Twelve views” on the video in question. Of course, bloggers and vloggers are not a problem, quite the contrary. The problem is when there is a sale of advertisements at stake, which does not correspond to any reality.
During the covid pandemic, we saw the emergence in the United States (as everywhere) of “webinars”, often on commercial topics: real estate, accounting, immigration, schools etc etc… All happy to “go on TV for free”, some do not ask the question of how many people have seen them, and how many of these views are real (at least more than 10 seconds!). And then, anyway, it's free, right?! It's free… except for those who pay, of course! Because, if a service which brings in nothing is thus “offered”… there is someone who pays for it, that is obvious and, that one, the one who pays… it is the one who has fallen into the trap. The mirror effect is made for that: to catch flies with vinegar (or at least with the beauty of their reflection in the mirror!).
The actual number of video views on Facebook
Facebook also sells visibility; influence. However, the number of views displayed on a Facebook video is that of people who are supposed to have “watched the video for at least three seconds”. Can we consider as a “spectator” someone who listened for ten seconds to a program with three real estate agents? Even a minute… it's still a little tight. But going back to the “three seconds,” of course, that takes into account many people who simply rolled down their phone screens but made no attempt to watch this video. The actual statistics are made available by Facebook, but the mirror effect is such – the satisfaction of having a success with one's image – that few people will click to watch them. Many even prefer “not to know”. Indeed, exhibition (of one's person or brand) is an addiction that provides well-being.
As an illustration we put the statistics of one of our videos published on Facebook:
– Users reached: 22.5K
– Views at 3 seconds: 19.4K
– 1 minute views: 6K.
Neither viewers nor advertisers can see the actual number of 6,000, which is thus more than three times lower than the publicly displayed number…
We were happy to have had 6,000 viewers that day (and we don't sell our videos)… but imagine someone paying for a displayed result of 50 or 500 views.
The mirror effect can thus take different forms, which have evolved rapidly since the creation of the Internet. Andy Warhol understood that people were now looking for their “15 minutes of fame”… but in 1968 it was then a real “fleeting fame” that people got in the mass media. Social networks having multiplied the possibilities of more or less real flattery and “influence”, henceforth a simple “illusion of success” can constitute a satisfaction for the Internet user; a kind of “15 minutes of false fame”. It is therefore necessary to be vigilant… to one's own reflection. When it comes to advertising, only effectiveness counts.
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