Brands have become prime targets for malicious actors in recent years, and no company is immune – whether you’re a Fortune 500 giant or a growing startup, threat actors can launch devastating disinformation attacks against your brand at any moment.

What is Fake Content?

Every day, millions of social media users share their thoughts, experiences, and opinions about various topics. Brands get mentioned too, and most of the time, it’s feedback and opinions from genuine users.

But beneath this sea of genuine interactions lurks a more sinister form of content – fake content, meticulously designed to cause as much damage to your brand’s image.

Using advanced AI tools to build armies of hyper-realistic fake profiles, bad actors can craft fake narratives that don’t fade away in a day or two but instead get further amplified by their bot networks.

These fake profiles come complete with elaborate personal histories and coordinated interactions, all generated by AI to create perfectly natural-sounding content across any language or context. 

What might look like an organic viral customer complaint is often a sophisticated operation, with these accounts automatically generating variations of the same false story while boosting each other to create an illusion of widespread disapproval.

Why False or Misleading Content Could Jeopardize Your Brand

Just this week, luxury car manufacturer Jaguar faced an overwhelming wave of criticism after launching a new advertising campaign. At first glance, it might seem like a large number of people were genuinely dissatisfied with the campaign, but it turns out the controversy was largely driven by fake profiles.

Bad actors excel at warping reality into false narratives. They take fragments of truth – in Jaguar’s case, a new advertising direction – and twist them into fake narratives that completely overshadow legitimate discussions.

Be it fake news about your products, twisted narratives about your business practices, or distorted interpretations of your public statements, bad actors are always poised to strike. And when they do, their false narratives spread faster than most crisis teams can respond.

The reputational impact of an attack like this hits swiftly and cuts deep. Even though this story only started spreading across social media this week, the damage to Jaguar’s reputation is already becoming evident.

How To Protect Your Brand From Fake Content

Given the serious risks fake content poses to brands, standard detection and analysis tools are no longer sufficient against disinformation campaigns that spread rapidly across multiple platforms.

This evolving threat demands an approach that combines real-time detection of coordinated attacks with instant identification of fake profiles. 

Cyabra examines millions of social media posts in seconds, detecting patterns and tracking false narratives before they can damage your brand’s reputation. Cyabra’s technology spots coordinated attacks early, showing you exactly where and how these fake campaigns are spreading.

With its advanced fake content detection capabilities, Cyabra offers brands the tools they need to stay ahead of disinformation attacks and protect their reputation effectively.

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Yet there’s another form of disinformation that’s just as dangerous, one that affects not just people’s political views or health choices, but the very fabric of consumer trust: brand disinformation. 

Brand disinformation has the power to destroy decades of carefully built reputation in a matter of hours, as malicious actors can transform a minor PR issue into an unstoppable wave of negative sentiment.

From Political Bots to Brand Threats

Back in 2016, when bots and troll farms first emerged as serious threats, their primary targets were clear: political campaigns, elections, and social movements. 

Inauthentic profiles would flood social media platforms with divisive content related to these events, aiming to manipulate public opinion and sow discord among people.

In the years since, things took a turn for the worse. AI technology has evolved to a point where what once required teams of people manually creating and managing fake accounts can now be done with just a few clicks.

AI-powered profiles now come complete with photorealistic profile pictures, convincing backstories crafted by language models, and entire digital footprints that mimic genuine human behavior.

This simple process of creating fake profiles and bot networks has made attacking brands an increasingly common occurrence, making them “easy targets” in the eyes of bad actors. 

The Role of Bad Actors

Bad actors on social media don’t attack brands randomly – they follow clear, calculated patterns that have proven devastatingly effective. 

Their first step is identifying the perfect moment to strike, either by manufacturing a controversy or latching on to an existing one. Once they find their angle, bad actors unleash networks of bots on social media platforms that flood them with negative content.

A single coordinated campaign can spawn thousands of posts within hours, each one carefully designed to spread as far as possible. These fake profiles don’t just mindlessly share content – they engage with real users, join authentic conversations, and respond to comments in ways that make their activities appear completely genuine.

The flood of coordinated engagement triggers social media algorithms to promote the content even further, mistakenly identifying it as high-value material that users want to see. 

The resulting snowball effect can push these posts to millions of feeds within hours, with fake profiles driving the majority of initial engagement before real users begin encountering and sharing the content themselves.

This transition from artificial to authentic engagement is what causes the most damage to brands. As fabricated content fills more and more social feeds, real users naturally start engaging with it, believing they’re participating in genuine public outrage rather than amplifying a fake narrative. 

By the time they realize they’ve been manipulated, the damage to the brand’s reputation has already been done.

Why Ignoring Bad Actors Won’t Help

When a brand falls victim to a coordinated disinformation attack, the damage can be enormous, largely because of a simple psychological truth that makes these attacks so devastating: people remember the accusation, not the correction. 

This psychological quirk means that even thoroughly debunked narratives leave lasting impressions, their emotional impact lingering in consumers’ minds and permanently coloring their perception of the brand.

The traditional approach of “weathering the storm” simply doesn’t work for brand disinformation, as every second that passes without a response translates to more consumers turning away and greater financial losses.

With all this in mind, the only solution for brands is to shift from reactive damage control to proactive threat detection before these attacks can inflict lasting damage to their reputation.

Brand Disinformation Detection

Being aware of the threat posed by brand disinformation is only the first step. Protecting your brand requires advanced disinformation detection technology that can spot coordinated attacks before they spiral beyond control.

Cyabra’s platform uses state-of-the-art AI technology to monitor social media activity across all major platforms in real-time, instantly detecting suspicious behavior and pinpointing exactly where attacks originate. 

Within minutes of an attack beginning, your company can see which accounts are behind it and how it’s spreading across social media, giving you enough time to respond before the damage becomes irreversible.

Watch the video summary:

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The magnitude of the attack against Jaguar is a stark example of how coordinated disinformation can ignite a firestorm, weaponizing social media platforms and inflicting significant reputational damage on major brands.

When an Online Crisis Shifts Gears 

The backlash against Jaguar started on November 19, when Jaguar released its new campaign, “Copy Nothing.” As the hashtags #BoycottJaguar, #GoWokeGoBroke began trending, accompanied by the derogatory #Faguar, fake profiles infiltrated the conversation and amplified the negative sentiment, creating the illusion of widespread discontent.

Cyabra monitored the massive rise in negative sentiment against Jaguar, which at its peak, on November 21, amounted to 80% of the conversation (with a 5:1 negative-to-neutral/positive posts ratio). 

Negative sentiment against Jaguar started rising on November 19 and peaked on the 21

Cyabra’s analysis revealed that 18% of accounts using #BoycottJaguar and 20% behind the #Faguar hashtag were fake, as part of a coordinated campaign that systematically weaponized hashtags like #GoWokeGoBroke to amplify outrage and escalate crises among companies. 

Even more striking, one of the predominant bot networks involved in the Jaguar backlash was not new to disinformation spreading: Cyabra identified that the same bot network was part of a recent disinformation campaign surrounding President-elect Trump during the presidential race. While election bots are often repurposed for the next political influence operation effort, the fact they were now casually and easily harnessed to attack Jaguar shows how likely it has become for brands to become victims of disinformation and fake profiles. 

Fake profiles using #BoycottJaguar to attack the brand

The fake profiles involved in attacking Jaguar did not only show the ability to utilize and enhance trending negative hashtags to manipulate the conversations: they also used the numerous negative media coverages to further amplify the backlash. An example of this tactic was an article in The Daily Wire that criticized Jaguar, titled “Like Watching a Car Crash: Jaguar’s Disastrous New Ad”. This article became a central element in the fake coordinated campaign attacking Jaguar on Facebook: of the hundreds of shares and reposts it gained, 52% were made by fake profiles, giving the article another push just as it was fading, and causing it to resurface and regain the interest of authentic profiles. The article, one of 3,788 articles that negatively discussed Jaguar, gained a total of 11,400 interactions. 

Fake profiles amplified the Daily Wire article, causing the trend to expand and last longer.

Jaguar’s automatic, generic responses added fuel to the fire, both by amplifying the negative comments and by not addressing the dissatisfaction. The X account @CanuckCrusaderX who responded to Jaguar’s post gained 3.4 million views, and played a significant role in promoting the calls for boycott. Fake profiles also took part in amplifying this viral post. 

@CanuckCrusaderX call for a boycott going viral

Can Brands Exit the Fast Lane to Disinformation?

The Jaguar case study illustrates a harsh truth:

• Fake profiles are potent tools for shaping narratives and influencing public perception.
• Disinformation spreads rapidly, often outpacing a brand’s ability to respond effectively.
• Reputational damage can occur in hours, with long-lasting consequences for brand value and trust.

Tackling online backlash has always been a challenge for brands. The changes in the political climate and the rise of online criticism, combined with the fear of being “canceled,” have caused many brands to take extra caution with their marketing strategy and steer away from political topics. 

However, when fake profiles are involved, there really is no way to stay safe against online issues and backlash. Fake profiles can latch onto any hashtag, any false narrative, any slightly trending issue – and transform it into a major reputational and financial crisis in a blink.

In this new playing field for bad actors, classic crisis management methods have become irrelevant. Brands must adopt proactive measures to safeguard their reputation, and engage in continuous monitoring of online attacks and disinformation campaigns. This method is most useful when using AI disinformation detection tools, which can both detect toxic narratives and online attacks, but more importantly, analyze the forces behind it, identify the fake profiles involved in the discourse, and detect their influence on public discourse. 

Contact Cyabra to learn how to better protect your brand against online manipulation and prevent reputational and financial damage. 

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Too Much Information? 

In 2024, nearly every brand you know dedicates time, resources, and specialized roles to monitoring, analyzing, and understanding social media. Marketing teams, brand managers and strategists, crisis management experts, PR agencies, market researchers, customer insights managers, and growth officers – all these professionals rely on social media data and analysis on a weekly, daily, or even hourly basis.

Online attacks against brands have become increasingly frequent in recent years, causing massive financial and reputational damage. In response, monitoring and analysis tools have evolved, now offering an abundance of data: from sentiment to the age and location of those involved, from uncovering dominant narratives to identifying fake profiles spreading disinformation and manipulating social discourse.

While analysts and data scientists thrive on this precise, detailed, real-time information, the sheer volume of data can be overwhelming for most of us. Decoding complex data has become a time-consuming part of our daily work life.

This is where Cyabra’s Insights step in.

Navigating the Online Data Maze

Insights takes the overwhelming amount of data gathered by Cyabra’s AI, which continuously monitors and analyzes online conversations and news sites, and breaks it down into easy-to-understand answers and visuals.

With Insights, brands can uncover accessible, actionable results, understand key takeaways, and most importantly, spend less time on analysis and research, freeing up time to use the uncovered data more effectively.

Insights’ Essential Features include:

1. Clear, Actionable Visuals: Insights reveals patterns, trends and key metrics, including sentiment, engagement, communities, influencers, geographic and demographic data, hashtags, and peak activity – all while sifting the real from the fake, providing a clear view of the authenticity of conversations.
2. User-Friendly Q&A Format: Insights supplies answers to critical questions in seconds – sometimes, even questions you didn’t know you needed the answer to! Insights enables Cyabra’s clients and partners to make informed, confident decision-making, eliminating guesswork and allowing them to focus on the bottom line.
3. Automated Disinformation Detection: Insights instantly identifies bots, fake profiles, deepfakes, manipulated GenAI content, toxic narratives, rising crises, harmful trends, and any other threats to brand reputation. 

The Bottom Line in One Short Line 

Insights’ intuitive visuals and automated Q&As are designed around the most common queries and needs of Cyabra’s diverse clients across both private and public sectors. Insights helps brands and governments to instantly uncover harmful narratives, detect fake accounts, and analyze how false content spreads – saving time and resources amd supporting swift responses during critical moments, all without requiring technical expertise.

As we head into 2025, following the largest election year and a record year for disinformation, Cyabra is launching Insights at a pivotal moment. False narratives, fake accounts, and AI-generated content are spreading faster than ever, costing businesses and governments billions annually while eroding public trust and reputations. False news stories are 70% more likely to be shared than true ones, and experts predict that in the coming year, disinformation will become the top challenge for public and private sectors worldwide. With disinformation spiking during high-stakes events like elections, the need for rapid data analysis and response tools like Insights has never been greater.

“Clients often ask, ‘What’s next?’ when confronting disinformation,” said Yossef Daar, CPO of Cyabra. “Insights takes the guesswork out of analysis, giving users a straightforward, visual way to see where false narratives are spreading, who’s behind them, and what’s driving engagement. This enables them to respond to digital threats faster and more effectively.”

“Every second matters when countering disinformation,” said Dan Brahmy, CEO of Cyabra. “Insights turns vast amounts of data into clear, actionable knowledge, empowering our clients to uncover the real story behind the data and respond before the damage is done. It’s like having an expert analyst at your fingertips.”

During beta testing, Insights enabled:

• A Fortune 500 company to neutralize reputational damage in minutes after detecting a disinformation spike about its CEO.
• A government agency to uncover and disrupt hashtags fueling disinformation campaigns, enabling quicker interventions.

Insights is now available on Cyabra’s platform. To learn more about Insights and to see it in action, contact Cyabra. 

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Most people think of deepfakes as videos where someone tries to impersonate another person, but the term actually encompasses a much broader range of AI-manipulated content, including synthetic images, manipulated audio, and other artificially created media.

This technology, sometimes used for harmless fun and entertainment, can become a powerful weapon in the wrong hands, capable of being wielded against brands and companies with devastating impact.

With deepfakes becoming increasingly advanced, companies face a new kind of threat that goes beyond traditional brand reputation management and requires state-of-the-art technology to detect and counter effectively. 

Why Deepfakes Are a Threat To Brands

Imagine discovering a viral video of your product exploding during normal use, or leaked factory footage showing dangerous quality control practices in your facility – except none of it ever happened.

These scenarios are no longer science fiction. They’re real possibilities occurring with increasing frequency as this technology becomes more accessible.

First appearing on social media in 2017, deepfakes began as AI-powered face-swapping technology used mainly for entertainment, placing celebrities’ faces into movies or creating parody videos. 

Within just a few years, the technology evolved from obviously manipulated content to nearly undetectable alterations that can fool nearly anyone – all achievable by a single person with basic software and minimal technical expertise.

But manipulated videos are only one piece of a much larger puzzle. While they may be the most recognizable form of deepfake technology, the threat extends far beyond video content. 

Whether it’s manipulated video, synthetic audio, or AI-generated photos, all forms of deepfake technology share one dangerous characteristic: They can be used to spread disinformation with a level of realism that makes them difficult to debunk quickly, and their threat to brands manifests in two ways: immediacy and severity.

The immediacy lies in how swiftly this fabricated content can damage trust, as customers, partners, and stakeholders may act on the false information before verifying its authenticity.

The severity, on the other hand, comes from the emotional and visual impact deepfakes carry; they can manipulate social media users’ emotions and permanently alter their perception of your brand.

Stock Market Impact

Financial damage from AI-generated deceptive content isn’t theoretical, and an incident from May 2023 proves just how vulnerable the market is to this type of manipulation.

When an AI-generated image showing smoke rising near the Pentagon was shared by a single account on X (formerly Twitter), it sparked widespread panic and caused immediate real-world effects, including a dip in the stock market.

This seemingly credible source was all it took for thousands of real profiles to share and amplify the fake content en masse. By the time the image was detected as fake and removed from the platform, the damage was done – the S&P 500 had dropped by 0.3%.

What makes this incident particularly alarming is that it wasn’t the result of a coordinated disinformation campaign but the actions of a single user on social media.

If one fake account can go viral and disrupt markets, imagine the damage a well-organized group of bad actors could do to your brand.

Beyond Video Manipulation

Bad actors typically combine deepfakes with other AI-generated content to craft convincing backstories for inauthentic profiles, complete with personal details, interests, and entire social media histories.

Using GenAI tools, they can create galleries of photos featuring the same non-existent person in different settings and situations, adjust the tone of voice and speaking patterns, as well as generate supporting content that adds credibility to their deceptive narratives (such as fake news articles or blog posts).

When hundreds or thousands of these accounts latch onto a discussion and repeat the same talking points, it creates an illusion of widespread agreement that can be nearly impossible to distinguish from genuine social media activity.

The Technology Behind Deepfake Analysis

Deep fake analysis plays a crucial role in identifying and mitigating these threats, as deepfake detection tools now use multiple algorithmic approaches simultaneously. 

For video deepfakes specifically, detection systems analyze frame-by-frame consistency for digital artifacts and check audio-lip synchronization, as manipulated videos often struggle with perfect alignment throughout their duration. 

Another video-specific method is pulse detection. Since real videos of people contain subtle color changes in skin tones caused by blood flow, detection tools can identify these missing biological markers as indicators of artificial content.

When it comes to images, deepfake detection systems hunt for small flaws, such as unnatural shadows, misaligned reflections, and impossibly symmetric facial features. 

The technology also examines metadata and digital signatures, as every camera and recording device leaves unique fingerprints in its content – subtle patterns that AI generators typically cannot replicate perfectly.

The Bigger Picture

As we’ve already explained, deepfakes don’t exist in isolation – they’re typically just one component of sophisticated disinformation campaigns. 

While detecting individual deepfakes is a crucial first step, it must be paired with broader monitoring tools that can identify the entire deceptive ecosystem: networks of fake profiles, fabricated social media histories, and coordinated amplification campaigns.

That’s why when suspicious content is identified, monitoring systems immediately begin tracking its distribution patterns across platforms.

Unusual spikes in sharing, coordinated amplification by accounts with similar characteristics, or content appearing simultaneously across multiple platforms indicate a manufactured campaign rather than organic viral spread. 

If multiple sources suddenly begin referencing the same incident simultaneously, or if supporting evidence appears too quickly and too “perfectly”, it’s a strong indicator of a pre-planned disinformation campaign.

How Cyabra Can Protect Your Brand

Cyabra’s AI-powered platform specializes in detecting coordinated disinformation efforts by analyzing the behavior and authenticity of accounts sharing suspicious content

When threats such as deepfake content surface, Cyabra’s system immediately begins tracking its spread patterns, detecting networks of inauthentic accounts, and flagging dangerous narratives before they cause significant damage.

Your company will also get the benefits of real-time monitoring across all major social media platforms, giving you the ability to distinguish between organic viral spread and coordinated disinformation campaigns.

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Toxic narratives are different. They are more than just negative feedback; these are carefully crafted stories designed to manipulate public perception and erode trust in your brand. 

Malicious actors exploit existing controversies or create artificial ones, using a mix of half-truths and outright fabrications to seem credible, and then weaponize them against you when the right moment comes. 

What makes these narratives particularly dangerous is their ability to spread rapidly across social media platforms, often boosted by coordinated networks of fake accounts that artificially inflate their reach and perceived legitimacy.

The Anatomy of a Toxic Narrative

Toxic narratives can sometimes start with a grain of truth – a misinterpreted statement, or even a simple customer service issue can provide the foundation that bad actors need. 

They then build layers of false information around this kernel of truth, making their stories seem more believable by blurring the lines between fact and fiction.

Take the recent case of Burger King – what began as isolated complaints about prices and taste quickly transformed into a viral boycott campaign, with fake profiles amplifying the backlash. 

The hashtag #BoycottBurgerKing gained such momentum that, within a single month, negative posts reached over 75 million views, with inauthentic accounts driving 44 million of these, creating the impression of widespread opposition.

This demonstrates how a legitimate issue that could be easily managed can quickly turn into something far more harmful, as threat actors seize the opportunity to spread falsehoods, shifting public perception.

Why False Stories Stick

By now, most of us are aware that the way social media is designed makes it a perfect breeding ground for the creation of fake narratives – for a couple of reasons.

When multiple accounts share similar negative messages about a brand, it creates the illusion of widespread concern, which in turn makes real users more likely to accept and share these stories without questioning their validity.

Each share and retweet adds credibility to the narrative, creating a feedback loop that’s difficult to break. By the time your brand notices what’s happening, the false narrative has often already taken on a life of its own.

Even typically skeptical individuals might find themselves sharing false information simply because they’ve been consistently exposed to it through their social media feeds.

How AI Contributes to the Problem

Artificial intelligence has become a powerful weapon in the arsenal of malicious actors. It allows them to generate convincing fake profile pictures, write realistic-looking posts, and create entire networks of bot accounts in a matter of minutes.

These AI-powered fake accounts don’t just post automated messages – they create content that’s sophisticated enough to engage meaningfully with real users.

Social media platforms are now flooded with AI-generated content that’s becoming increasingly difficult to distinguish from authentic posts. These tools can analyze trending topics and conversations in real-time, allowing bad actors to craft messages that perfectly align with current sentiments and concerns. 

The result is a more sophisticated form of manipulation that exploits social media algorithms and cognitive hacking simultaneously.

The tools can even mimic specific writing styles and tones, making it possible for fake accounts to pose convincingly as individuals from other countries or cultures.

How Cyabra Can Protect Your Brand

Being aware of the threat posed by toxic narratives is one thing, but having the right toxic narrative detection tools to combat them is another. This is where Cyabra’s advanced AI fake narrative detection platform comes into play.

Cyabra’s platform can monitor social media conversations across all major platforms in real time. It immediately flags suspicious patterns in engagement metrics, helping brands spot coordinated attacks before they can gain significant traction.

By doing comprehensive narrative analysis, Cyabra’s technology can identify networks of fake accounts and bot activity with incredible precision. 

Cyabra’s AI examines factors such as posting patterns, profile characteristics, and content authenticity to determine which accounts are part of coordinated disinformation campaigns.

When a toxic narrative begins to emerge, your brand will gain detailed insights into its origin and spread, including how the story evolves, which accounts are amplifying it, and, most importantly, what percentage of the engagement is coming from authentic versus inauthentic users.

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Together, Cyabra and Meltwater will enable customers with a powerful solution to protect brand reputation from online disinformation attacks, manage crises effectively, and enhance the quality of insights on genuine consumer sentiment. This holistic framework complements Meltwater’s existing social intelligence solutions and allows for a deeper understanding of dis- and misinformation amplified by malicious actors through fake accounts. Through this partnership, joint customers of Meltwater and Cyabra will receive real-time alerts about emerging threats in order to improve decision-making and strategic planning. 

Fake accounts and misinformation significantly impact brand reputation. Approximately 25% of social media conversations about global brands are influenced by fake accounts, and false information spreads 70% faster than the truth. Cyabra’s and Meltwater’s joint solution enables brands to combat these threats proactively. By providing real-time insights, they help brands identify, track, and monitor harmful disinformation campaigns to protect brand integrity.

“Reputation is one of the most valuable assets for a brand, and many of today’s top brands face online threats, harmful narratives, and mis- and disinformation attacks. Cyabra’s leading technology gives teams advanced tools to be able to detect, manage, and counter harmful narratives in real-time and protect brand reputation, and we’re proud they have chosen to partner with Meltwater to advance this mission,” said Doug Balut, SVP of Global Alliances and Partnerships, Meltwater.

Malicious actors, utilizing bot-network-led orchestrated campaigns, exploit social media to damage brand reputation and consumer trust. Using an advanced AI-powered platform, Cyabra sifts through billions of conversations across social media and other digital platforms to detect fake accounts and false narratives. Cyabra provides organizations with clear insights into the spread of false information, arming customers with the tools and knowledge to make proactive decisions. Supporting over 100 languages, Cyabra offers a comprehensive understanding of online narratives and public sentiment.

“The rise of brand disinformation has created a critical challenge for businesses worldwide,” said Emmanuel Heymann, SVP of Revenue at Cyabra. “By joining forces with Meltwater, we are extending our capabilities to offer a comprehensive solution to a wider audience. Meltwater’s suite of tools, combined with Cyabra’s advanced technology, empowers businesses to identify better and counter online threats. Together, we provide a powerful solution for safeguarding brand reputation and building consumer trust in the digital age.”

By joining forces, Meltwater gains access to a broad range of programs, including access to innovative technologies and exclusive co-marketing opportunities to amplify its brand and accelerate revenue growth. Cyabra gains a crucial ally in the fight against disinformation online, and will be able to support more companies in navigating complex digital threats and fostering resilience. 

This collaboration marks a significant advancement in the fight against online disinformation, giving brands actionable insights to protect their reputation and build consumer trust in an era of increasing mis- and disinformation.

If you’re interested in learning more about Cyabra’s advanced disinformation detection tools, contact us. 

About Meltwater

Meltwater empowers companies with a suite of solutions that spans media, social, and consumer intelligence. By analyzing 1 billion pieces of content each day and transforming them into vital insights, Meltwater unlocks the competitive edge to drive results. With 27,000 global customers, 50 offices across six continents, and 2,300 employees, Meltwater is the industry partner of choice for global brands making an impact. 

Together, Cyabra and Meltwater offer a comprehensive solution to combat the growing challenge of online disinformation.

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