How Deepfake is Becoming the Greatest Threat to Social Media Influencers

The world of social media influencers is glamorous, fast-paced, and constantly evolving. But beneath the carefully curated feeds and sponsored posts lurks a new and terrifying threat – deepfakes. 

Imagine a single personal photo you innocently shared on social media being used to create explicit content. These hyper-realistic, and sometimes AI-generated videos manipulate reality, seamlessly superimposing a person’s face onto another body. What was once science fiction is now a readily available tool, with social media influencers being prime targets for this form of digital exploitation.

The rise of deepfake technology has introduced a new era of digital exploitation, and the implications are both disturbing and far-reaching. 

As Darryl Stevens, founder & CEO of DIGITECH Web Design, shared with PureVPN, “Deepfakes leverage the availability of images on social media and other platforms, making it easy for malicious actors to create fake videos of anyone, whether a common person, an influencer, or a celebrity.”

Did you know?

Female influencers face significantly more dangers than their male counterparts.

(Source: Twicsy) 

Update: NO FAKES Act

Deepfakes are becoming a growing concern as technology advances and there’s no denying that social media influencers are it’s prime target. To combat this issue, the NO FAKES Act (Nurture Originals, Foster Art, and Keep Entertainment Safe) has been introduced in the Senate. This bill aims to hold individuals and companies accountable for creating, distributing, or hosting unauthorized deepfakes. This includes protecting the rights of individuals to control their image and voice.

Moreover, it will also limit the duration of likeness licenses to 10 years, providing better control for social media influencers and individuals over their personal representation.

The NO FAKES Act has garnered support from various entities, including actors’ unions, major music labels, and even AI companies like OpenAI. The bill is expected to face challenges, particularly regarding online platforms’ content moderation policies, but it represents a significant step forward in safeguarding against the misuse of deepfake technology.

The Deepfake Epidemic: A Growing Threat

Deepfake videos have become a significant threat to online safety and security. These manipulated videos can make it appear as though individuals are saying or doing things they never did. 

Deepfake technology has become alarmingly sophisticated.  Recent statistics are a stark reminder of the danger:

According to a Sumsub report, deepfakes identified globally surged a staggering 10 times from 2022 to 2023, with North America experiencing a particularly sharp increase. 

Moreover, according to the Pew Research Center study, 52% of Americans have changed the way they use social media due to fears of manipulated content, highlighting the potential impact of deepfakes on influencer marketing.

The vast majority – nearly 90% – of these targets are female. These fabricated videos can have devastating consequences for influencers, damaging their carefully cultivated online personas, causing immense emotional distress, and fueling online harassment.

Deepfake explicit videos have significantly impacted celebrities. This is demonstrated by the fact that eight of the top ten most targeted individuals work in the entertainment sector. 

Taylor Swift’s scandal is among the top 10 most deepfaked videos, and Kylie Jenner’s deepfake video has gained over 110 million views.

(Source: Twicsy) 

For social media influencers, whose livelihoods depend on their online reputation and personal brand, this is particularly alarming.

According to a recent study, a staggering 84% of social media influencers have been targeted with deepfake explicit content. Female influencers, especially those on Instagram, are disproportionately affected. 

(Source: Twicsy) 

Read more: Taylor Swift deepfake scandal sparks conversations on explicit AI-generated images

Why Influencers are Especially Vulnerable

Social media influencers typically adhere to the unwritten rule of posting content multiple times per week to stay relevant and connected with their audience. This often involves sharing a stream of personal or close-up images and videos. The ease of creating deepfakes combined with the high viewership, makes high-profile figures prime targets.

Several factors contribute to the heightened risk for social media influencers:

1. Constant Content Creation

Influencers thrive on engagement, often posting personal photos and videos multiple times a week. 

Deepfake technology uses artificial intelligence to create realistic manipulated videos from a single image or video. For social media influencers, who frequently post close-up images and videos, the risk is significantly higher. 

For influencers who frequently share personal images or creators involved in professional banner design, the constant sharing of high-quality visual assets increases vulnerability to unauthorized deepfake usage.

It takes only one close-up photo and 60 seconds of audio to create a deepfake, making influencers particularly vulnerable.

(Source: Twicsy) 

2. Accessibility of Deepfake Creation

Advancements in AI have made creating deepfakes easier and cheaper than ever. The barrier to entry is low, meaning anyone with malicious intent can potentially exploit an influencer’s image.

3. Demand for Deepfakes 

The demand side of the equation is equally troubling. Studies show a disturbing interest in deepfake content. 

A study by 2023 State of Deepfakes shows that 48% of surveyed US men have seen deepfake pornography at least once. What is more alarming is the ethical aspect of this consumption, according to another US survey 74% of the users do not feel guilty about consuming deepfake explicit content.

This creates a market for malicious actors, fueling the creation and spread of these harmful videos. 

Taimur Ijlal, tech expert and information security leader at Netify echoes this concern.

“Deepfakes are indeed a worrying development that we must address through technological solutions and public awareness,” he told PureVPN. 

He further added, “Protecting people’s privacy and security online is a top priority at Netify. What concerns me most is how indiscriminately this affects us. A single photo is all it takes.”

Read more: Beware of Deepfakes: How AI is being exploited by blackmailers to generate explicit content

The US: A Deepfake Hotspot

According to a recent study, the issue of deepfake explicit content is most prevalent in the United States, where American influencers are particularly vulnerable, facing a 10% risk of being targeted. 

This high victim concentration could result from the US’s prominent role in global digital culture and its large number of social media influencers. The visibility and influence of American social media stars make them prime targets for digital exploitation through deepfake content.

(Source: Twicsy) 

Role of Social Media Channels

The problem is further exacerbated on certain social media platforms. Instagram is the platform where female influencers are most vulnerable, with a 94% likelihood of being targeted. The visual-centric nature of Instagram, combined with its algorithmic amplification, creates an ideal environment for the spread of deepfake pornography.

Followed by YouTube (56%), TikTok (29%), Twitch (28%) and lastly X (formerly Twitter) contributing 12%. 

(Source: Twicsy) 

Mike Nellis, founder of Quiller.ai and CEO of Authentic talked to PureVPN regarding the negative effects of deepfake. 

“Cyberbullying could reach new levels of cruelty as individuals, especially minors, might find themselves targeted by fake but believable videos,” he said. “The proliferation of deepfake pornography is another distressing consequence, leading to exploitation and severe emotional trauma for victims.”

Read more: Top 10 Deepfake Apps & Why They Can Be Dangerous

Beyond the Numbers: The Human Cost of Deepfakes

According to the 2023 State of Deepfakes, with advancements in AI and machine learning, creating a 60-second deepfake pornographic video now requires less than 25 minutes and can be done at $0. This accessibility opens the floodgates for widespread abuse, allowing anyone with minimal technical skill to generate convincing deepfake content.

The statistics paint a grim picture, but the true impact lies in the human cost. Deepfake victims, including influencers who have been targeted, often experience:

1. Damage to Reputation

Deepfakes can shatter an influencer’s carefully built online persona, leading to a loss of trust in the influencer and lower brand promotional deals.

Dan Gallagher, VP of Operations at Aegle Nutrition shared his concern while talking to PureVPN. 

“The issue with deepfakes is the ability to spread completely false information while making it appear it’s coming from a trusted source,” he stated. “People tend to spend time building a rapport with their audiences, proving they’re going to provide valuable, accurate information. One video from a deepfake can completely ruin that.”

2. Emotional Distress

The violation of one’s image and the potential for public ridicule can cause immense emotional stress and anxiety.

3. Online Harassment 

Deepfakes can be used to fuel online harassment and cyberbullying, further victimizing the targeted influencer.

Protecting Yourself in the Age of Deepfakes

“There aren’t any foolproof solutions yet, we fervently believe that the industry should raise awareness of this developing issue, implement strong verification procedures, and have open communication,” said Stephen Greet, CEO & Co-founder of BeamJobs. 

While the threat is real, there are steps that social influencers and all online users can take to protect themselves:

1. Deepfake Awareness

Education is key. Understanding how deepfakes are created and the potential risks allows for vigilance and informed action.

2. Better cybersecurity Practices

Implementing strong cybersecurity practices like password management and two-factor authentication can deter malicious actors from accessing personal data.

3. Online Reputation Management

Regularly search for your images and videos to check if they are being misused. It’s important to actively monitor online presence and utilize tools available to report and remove harmful content, including deepfakes.

4. VPN Usage

A holistic and premium virtual private network (VPN) like PureVPN encrypts your internet traffic, making it more difficult for malicious actors to steal your data, crucial for online privacy and security.

5. Deepfake Detection

Deepfake detection can be challenging, but there are some warning signs to look out for:

• Look for inconsistencies in facial expressions or lip-syncing.
• Many deepfake videos have minor glitches or unusual artifacts.
• Inconsistent lighting or shadows can indicate manipulation.

Building a Safer Online Space

The dangers posed by deepfakes extend far beyond mere entertainment or deception. These AI-generated manipulations have the potential to wreak havoc on individuals, societies, and democratic processes. From defamation and misinformation to harassment and identity theft, the ramifications of deepfakes are multifaceted and severe.

Deepfakes are a complex issue requiring a multifaceted approach. Social media platforms need to invest in deepfake detection tools, while influencers prioritize online safety measures. Influencer protection legislation is also necessary to hold those who create and distribute deepfakes accountable.

At PureVPN, we understand the importance of online safety for everyone, including social media influencers. Our commitment to online security and privacy protection ensures a safer online environment for all. 

Stay vigilant, stay informed, and for more valuable insights like these, keep an eye on PureVPN Blog. Together, we can create a digital space where creativity thrives, and harassment and exploitation have no place.

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