Explore the hidden world of fake likes and accounts in social media through this eye-opening conference talk. Delve into a comprehensive investigation of the business behind purchased engagement on platforms like Facebook, YouTube, and Instagram. Learn how researchers and investigative journalists uncovered thousands of pages benefiting from fake likes, reverse-engineered Facebook user IDs, and met with individuals working in "click farms." Discover surprising insights about the true nature of social media engagement, including the high percentage of inactive or fake accounts on Facebook. Gain a deeper understanding of the methodologies used to uncover this deception, the statistical analysis of Facebook user IDs, and the implications for the authenticity of social media metrics. Challenge your assumptions about the social media landscape and consider the ethical implications of artificial engagement in the digital age.