Tag Archive for: Influencers

YouTube influencers selling VPNs may be a security issue

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Pro gamer recording a live stream while playing computer games

Pro gamer recording a live stream while playing computer games

Whether you’re a keen YouTube streamer or you hop on the platform from time to time, it’s very likely you have come across several hosts advertising the best VPN service of the moment for top privacy and geo-blocking online.

From a niche tool targeting businesses and cybersecurity nerds, virtual private networks (VPNs) have seen a boom in usage among everyday users in the latest years. VPN popularity is indeed tangled up with the fact that today’s digital life—for better or worse—is getting more complex and central in our lives. Even so, influencers trying to convince their subscribers to make the purchase have inevitably been a big push for this growth—while getting their cut.

Nothing out of the ordinary that other companies don’t do, you might think. Yet, helping people to protect their most sensitive data involves way more responsibilities than recommending a new pair of shoes or a smartphone.

Recent research investigating influencer VPN ads might be more harmful than good after all, by “negatively influencing viewers’ mental models of internet safety.” We asked the main providers out there what they are doing—if anything—to prevent this from happening.

The risks of influencer VPN ads on YouTube

“Our analysis suggests that VPN ads make many claims that have the potential to influence viewers’ mental models not just of VPNs, but of computer security and privacy in general,” concluded the research paper after reviewing 243 YouTube videos containing these ads.

For instance, researchers found many influencers using absolute terms, false technical claims, and misleading visuals to oversell the security and privacy guarantees of the products.

Among all the providers analyzed, VirtualShield was the one with the highest ratio of videos contaminated with overpromises and exaggerations. These ads less frequently mentioned encryption and IP address routing, too, the two very features at the core of the product itself.

Bar chart describing VPN ads in YouTube video content

Bar chart describing VPN ads in YouTube video content

Bar chart describing VPN ads in YouTube video content (Image credit: Omer Akgul, Richard Roberts, Moses Namara, Dave Levin, Michelle L….

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Cybersecurity Stories: Programmer goes to jail

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GlobalData : Brian Krebs leads GlobalData list of top 10 Twitter influencers on cybersecurity in Q1 2022

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Despite the impressive growth of the global security industry, there is a noticeable spike in cyberattacks on businesses and government agencies in the recent past. Now the prevailing geopolitical tensions are further threatening to disrupt and undermine industries and spread well beyond national borders. Against this backdrop, Brian Krebs, Reporter and Publisher at KrebsonSecurity, has emerged as the top cybersecurity influencer on Twitter during the first quarter (Q1) of 2022, reveals GlobalData, a leading data and analytics company.

GlobalData’s Social Media Analytics Platform, which recorded a spike in discussions around cybersecurity on Twitter, ranked influencers based on average engagements per post.

Smitarani Tripathy, Social Media Analyst at GlobalData, comments: “The ongoing geopolitical turmoil between Russia and Ukraine has made cybersecurity threats imminent not only for the government or military sectors but also for other industries.”

Krebs is also the author of ‘Spam Nation’, a bestseller in The New York Times. He mostly shares updates on cybercrime and computer security. His most popular tweet on cybersecurity topic during Q1 2022 was:

“Norton360 isn’t the only antivirus product installing cryptominers. Avira, a “free” antivirus product w/ > 500M users, recently introduced users to Avira Crypto. Avira is now owned by NortonLifeLock, which also just bought Avast antivirus (500M users)” 1,361 Likes and 1,126 Retweets*

Tripathy adds: “In Q1, the conversations among cybersecurity experts surged the most as the Ukraine-Russia warfare raged alarm on a cyberattack worldwide. Top influencers believed piling sanctions of Western countries on Russia is likely to trigger cyberattacks on banks, energy systems, and other critical infrastructure firms across the globe.”

Lesley Carhart, Director of Incidence Response (North America) at Dragos, Inc. has emerged as the next most influential voice on Twitter. Carhart also worked in Motorola Solutions as Lead of the Security Incident Response Team. Carhart usually likes to share…

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On Influencers and Brand Influence

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What does it mean to be an influential brand?

In my opinion, two things:

  • First, it means that you have credibility among customers—there’s a broad consensus that your brand delivers the value it says it does.
  • Second, that you have authority in your market—you’re innovative in your category, so your competitors take their cues from you, not the other way around.

Content plays a crucial role here.

In a recent Skyword survey, a majority of consumers (54%) and business buyers (53%) said that the quality and authority of a brand’s content significantly impacts whether or not they purchase from them. Leery of persuasive tactics, they seek out content that helps them make their own choices and gives them confidence that they’re getting a good value.

This is a caution for brands who’ve become too reliant on the “borrowed” authority of Macro Influencers to move product. While an Influencer’s cachet may attract eyeballs in the short-term, sustained brand growth takes earning hearts and minds.

influencers

Put simply, it’s time to diversify.

A more effective approach to building brand influence involves tapping into the power of Everyday Influencers. These are subject matter experts who also happen to be members of your brand audience. Where Macro Influencers are increasingly seen as mercenary, the relatability of Everyday Influencers is bona fide.

They may not have millions of followers on Instagram or LinkedIn, but Everyday Influencers offer a few critical advantages that Macro Influencers don’t: owned authority, authentic connection, and scale.

Here’s what I mean:

Your brand owns the conversation; experts amplify it.

Samsung launched platforms like Samsung Business Television and the Business Disrupted podcast to inform their customers about big-picture topics, like the connected supply chain, the future of mobile security technology, and how to develop stronger IT leadership. Their format brings together Samsung experts and Everyday Influencers—ranging from IT business leaders to technology developers—to discuss the challenges and solutions associated with each issue.

Notably, Samsung doesn’t just sponsor the conversation, they lead it—on their channels with a host from their own brand.

What works…

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