Fake Famous (2021) - full transcript

♪ ♪

♪ ♪

It wasn't that long ago
that in order to get away

from the hustle and bustle

and that never-ending grind
of everyday life,

you'd get on a plane,
fly somewhere warm...

Like Los Angeles...

And spend a week bopping

from one tourist attraction
to another:

The Hollywood sign,

strolling along Venice Beach,



admiring the architecture,

and zipping through
the canyons and the coastlines

and taking in the sparkle
of Tinseltown.

♪ ♪

Now people get on a plane,
fly to LA,

and go to a pink wall
to take selfies.

In fact, that pink wall

is one of LA's
top tourist destinations,

written about in everything
from "Fodor's"

to "Travel + Leisure,"

and is cited
on more lists of places

to snap an Instagram photo

than most tourist destinations
on the entire planet.

♪ ♪



People come here
from all over the world

just to take a picture.

♪ ♪

Families do it.

Locals do it.

You see these women?

They're from England,
and they paid $2,000 each

to come here
on an Instagram vacation

just to take a photo
against a flat pink wall.

Why?
What are they looking for?

That's easy.

They're looking for this:

Likes,

which translates
to more followers,

which is the current currency

of the most important thing
on Earth today,

what everyone seems
to be obsessed with.

They want to be famous.

♪ ♪

♪ ♪

Let me ask you a question.

It's a question
that everyone has been asked

at one time or another.

What do you want to be
when you grow up?

For decades, when researchers
asked kids this,

the answer was often the same.

Today kids in America say

they want to be this

more than any other occupation
on Earth...

Good morning from paradise.

I'm wearing a big sweater.

A famous influencer.

- Cheers, guys.
- Cheers.

It's understandable.

Influencers lead a grand life.

This is our first real day
in Tulum.

We're at the
Victoria's Secret pre-party.

Had a really fun night
last night,

and then now
we came to Purobeach.

This is the new room
for the next three days.

But is that actual fame?

Is that number...

That indicator of how many
followers you have,

how many likes you get,

how many people comment
on your post...

Is that all real?

Good morning, guys.

I went to sleep realizing

I had 2 million followers
last night.

There are
over 40 million people

who have over 1 million
followers on Instagram.

Are they all famous?

There are
over 100 million people

who have more
than 100,000 followers.

Are they famous too?

If they are, how can
over 140 million people...

The equivalent of almost half

of the population
of the United States...

All be considered famous?

♪ ♪

To find out,
we want to do an experiment

to see if we can take
some random people

with a tiny following online

and make them
into famous influencers.

Now, we genuinely have no idea
how this is going to play out.

Can we get someone to, say,
10,000 followers,

100,000, a million, even?

And if we can, will people
look at them differently?

Will their life change
for the better,

or are there
unintended consequences

for the worse?

You can take Chris,
and you can take Sophia,

and you can take Sergio
into the waiting room.

It's gonna be Chris, Sophia,
then Sergio.

Chris, Sophia, Sergio.

Great. Thank you so much.

To start,
we put out a casting call

with one very simple question:

"Do you want to be famous?"

We got probably

around 4,000 submissions.

I take really cool pictures.

I surf. I snowboard.

I've been a traveling
nomadic yoga teacher.

One of my goals is to visit
all the national parks.

Then we put together a panel
of social media experts,

casting agents, and stylists

to help us narrow down
our thousands of applicants

to just three people.

This is the day.

Your life is changing, girl.

I love you.

- Are you ready?
- I am ready.

Once we pick three people
from this group,

we're going to try
to make them famous

or at least appear that way.

All right, everybody,
this is Lo.

- Hi, Lo.
- Hi, Lo!

All right,
could you just tell us

your name, where you're from,

and how many followers
you have on Instagram

into the camera?

Yes. Hello.

My name is Lo Mardell.

I am from southeast
Washington, D.C.,

and I have about
4,100 followers on Instagram.

I'm from Overland Park,
Kansas.

I'm from Juárez, Chihuahua.

My name's Wylie,
I'm from Atlanta, Georgia,

and I have 2,443
Instagram followers.

I counted. I checked.

I'm an assistant,

but my boss doesn't have
a lot of boundaries.

I do, like, real estate stuff
and personal stuff

and, like, gofer things.

Like, all the assistants have...
Does he know you're here?

No, I called in sick.

- That's so funny.
- What do you do for work?

Right now, I'm just doing,
like, modeling and acting.

I do modeling and acting.

I model and I act.

I act and I model.

Can you tell me how many
Instagram followers you have?

I think I've got about
230 followers on Instagram.

I currently have
1,100 followers.

13.2K.

I don't know
how many followers I got.

Who are your followers?

Thirsty men,

a lot of thirsty men.

They want to see me
half-naked or in a bikini.

What's your passion?

Right now, I'm focusing
on roller-skating.

♪ ♪

I am a princess
on the weekends.

Well, hello, everyone.

It's so good to be here today.

My name is Cinderella.

♪ Mi piace è bello, bello ♪

♪ ♪

And would you like
to be famous?

Absolutely.

Yes, I want to be famous.

I will be.

I wouldn't say "famous."

I want to just have a platform
to where I can change the world

in the ways
that I want to change it.

I mean, I guess all my life,

I said I wanted to be famous,
but at this point,

I don't even feel
like I want to.

I feel like I deserve to,
you know what I'm saying, so...

Why is that?

'Cause I need people
to feel this.

I need people to feel
what charisma and passion

is like in real life.

This ain't no act.

Like, all my life,
I been the biggest outcast

in all situations,

like, high school, everything...

- Like, everything.
- Mm-hmm.

But I feel like I'm doing
all of this stuff for a reason.

I want to share
with people, like,

"This kind of person
exists in the world."

Now's my chance
to maybe be someone

that people look up to.

But I think I would be
more authentic

on social media
with a greater following

knowing that
I'm reaching more people.

And how many hours a day

do you think you would spend
on social media?

Phew. A lot.

A lot.

If I'm not working out,

I'm usually on social media,

just constantly scrolling.

And what are you doing,
exactly?

Looking at people
in bathing suits,

getting...

Super jealous
that I don't have abs yet.

I spend most of my time
looking at, like,

memes and boys on there.

At least three to four hours.

Four to six hours.

Like, half the day.

I average 12.

I would love to have
at least a million followers.

I hung out with a girl
that has 1.3 million followers,

and her lifestyle
is 1.3 million followers.

It's like a fan base, you know?

So she's a musician.

She's, like, a little pop star,

and it's so much more reach.

Brands want you.
It's great.

Are you trying to increase
your Instagram followers?

Is it something you focus on?

That's kind of been actually
a big problem for me

with Instagram is that I feel
like I don't have a formula.

It seems like nowadays

that selfies
are the most popular.

That's where I find
I get more likes

is just solo pictures.

And unfortunately,
I care about that.

So this is my process
for a selfie,

like, for real.

So I look pretty shiny.

But you want the dewy.
You want the dew these days.

- Oh. Ah!
- There you go.

- Okay.
- Ah, there you go.

If someone
snapped their fingers

and you had a million followers
on Instagram,

what would you do?

Yo. Sign me up!

I will do anything if I get
to sit on a beach all day.

♪ ♪

I'ma delete it.

- Thank you.
- No problem. Thank you.

Yeah.

♪ ♪

Fame is such an obscure,
strange thing.

You can't touch it,
and yet it's more powerful

than almost any object on Earth.

♪ ♪

You can't see it, and yet
almost everyone wants it.

♪ ♪

And whoever actually gets it

has absolutely no control
over it.

No, no. No, no, no.

Being famous is a little bit
like being a toddler

in the sense that
everything you do is praised.

So I think the desire
to be famous

is just a desire to be loved,

just to get
that sort of feeling.

Jared!

It used to be
that somebody'd be famous

for certain skills and talents,

like acting or music or sports.

And then as media expanded

and needed
more and more material

for its 24 hours
of entertainment,

it opened a lot more avenues
for fame.

The tribe has spoken.

That's when we got reality TV,

where you could be famous
simply for being famous.

Ah, . Stop!

Now we have
a new kind of fame,

one where you're famous
simply for a number...

Hi, guys.

- Hey, guys, how is it going?
- Well, hello there.

Just letting you know
we have launched...

- Come on in.
It's hot out here. Come on.

The famous influencer.

♪ ♪

For more than a decade,

I was the guy who went on TV

defending social media.

As a reporter
for "The New York Times"

and "Vanity Fair,"

my beat was covering the impact

of technology on society.

Now as almost 4 billion people

spend a collective
100 billion hours a day

on sites like Instagram,
Facebook, and Twitter,

I've realized that there are

vast unintended consequences
to these platforms,

not least of which is
people's obsession with fame.

Hence this social experiment.

Okay, so page one.

- Lo I liked.
- Taylor.

Probably Kyoshi, yeah?

We can make this foolproof
by picking the opera singer,

the model, or the
professional basketball player.

But they could easily end up

being famous for their talents,

so instead we decided

to go with three
less obvious choices:

Dominique, Wylie, and Chris.

This is my home.

♪ ♪

I just got a fish.

Her name is Kitty Smalls.

She's still alive
a week and a half later.

I'm impressed with myself.

I just spilt yogurt...
on my crotch area.

- You go!
- Oh, my God.

I grew up in Miami Beach.

I moved to LA
right after college

to pursue my acting career.

♪ ♪

The first big audition I had,

it was not a role
I wanted at all

because she had to do, like,
a simulated sex scene.

My agent was just like,

"Honestly, this is
a really good move for you.

I think you
should be doing it."

♪ ♪

And that looks sort of better.

I set hard limits for myself
after that.

I don't think Meryl Streep
has ever

showed her boob on-screen.

Why should I, you know?

All right, just stay here
for a minute.

I'm gonna go snag Mom.

I've been
in a few student films.

I played a robot.

Good morning, Richard.

I actually really enjoyed
that role.

Your shoes
are on the wrong feet.

I get cast a lot as, like,
angsty teen.

Shit.

Still waiting for my big break.

Where's Richard?

He sent a stranger
to take me to the doctor?

Ugh.

He sent a stranger...

To take me to the doctor.

He sent a stranger
to take me to the doctor?

Where is Richard?

He sent a stranger
to take me to the doctor?

Not exactly a stranger, so...

You're into animals, huh?

Get lost.

♪ ♪

Hey, good morning.

Hi, Mom. How are you?

- Good.
How come you're up so early?

I have work at 9:00.

Ah.

We have
that regional manager coming.

You know, she and I
don't get along.

Well, be positive, remember.

Yeah.

You're the boo-boo girl.

Yup.

- All right.
- All right, sweetie.

Well, I hope you have
a great day.

- I love you.
- I love you too.

I'll talk to you later.

♪ ♪

- Good morning.
- Good morning.

- Sorry I'm late.
- No, you're okay.

I'm out of breath.

♪ ♪

I love making people laugh.

Oh, I'd love to be
a series regular on a TV show.

But I have not been, like,
auditioning every week,

and, like, when I'm here,
on Thursdays before class,

I'm, like, running lines
back here

while I'm, like,
pulling inventory.

Absolutely when you're meeting
with an agent,

they want to see, like,
how many followers you have,

like, all of the social media,
like, package,

that you're well-branded
already.

I used to think it was, like,
because of your efforts

or, like, you put the work in

and people admire your work

and, like, recognize
that you have done something,

and now it's just like,
anybody can kind of do it...

Because you're an Instagrammer.

And I'm kind of just like,
I'll play the game

so that I can do what I want,

but in the meantime,
I'll fill online orders.

♪ ♪

Today is October 4th.

October 22nd makes one year
since I've been in LA.

If you want to be something,
if you want to be somebody,

then you gotta get the fuck
out of Tucson, Arizona,

at all costs necessary, bro.

That place is hell.

I was making moves, yo.

Like, I was doing shit.

I was doing events.
I was doing pop-ups.

I was making merch.

People were coming through
having a good time.

Like, I was creating this whole,

like, culture and everything,

but, like, it's too small.

It's where people go
to live the last chapter,

not, like, be in your prime.

♪ ♪

The thoughts that were going
through my mind

when I was in Arizona
were so negative

and were so, like...
I was so down on myself.

Like, I couldn't go nowhere
but up,

so hon... like, coming out here,

I just knew I was gonna have
a new outlook.

I was just gonna have
a new future,

you know what I'm saying?

So I just got in my car.

I just told my grandma,
I was like,

"I'm leaving. I'm out."

My grandma was like,
"You should be out."

♪ ♪

That your phone?

When I first got to LA,
it was tough.

But I've got a good squad,
got a lot of friends out here.

In high school, I just had
this love for clothes.

The avenue of music
brought me into fashion,

and my interest
for both of them grew.

♪ ♪

My grandma and my grandpa
had, like,

an ancient sewing machine,

and they taught me
how to use it.

And I wanted to make a brand

that every piece was one of one.

♪ ♪

The concept behind 1-OFF

is that I apply graphics
to a secondhand garment.

Everybody wants to be known
for something,

you know what I'm saying?

Even if it's only
by a few people

or if it's the whole world,

like, everybody
wants to be known.

I was voted in high school
most likely to be famous

and best-dressed every year.

We gonna have to find a yearbook

so I could show ya,

but that's the facts.

♪ ♪

Oh, these are cute homes.

- Good morning.
- Hey.

I was wondering
if you could help me.

I'm trying to find a bow tie

that my boss has bought
in the past.

Could you look up two names?

It's either under his name
or his husband's name.

I work for a real estate agent
in Beverly Hills.

It's, like, 40% personal,

60% real estate stuff.

So I do, like,
open houses and showings,

and then, like, I'm also, like,
picking up laundry

and, like, filling pill boxes.

I have two phones
because you have to have

all of his contacts
in his iCloud on one phone,

so we have, like,
12,000 contacts on this one,

and then this
is my personal one.

I moved here a year ago.

It's the first time
I've been away from home.

I used to be a lot heavier,
a lot thicker.

I lived
above a calzone restaurant,

so that's probably why.

♪ ♪

And Atlanta didn't really have
that much of a gay community.

Out here, like, most
of my friends are gay guys.

There's so much pressure,
I think, to look good out here,

especially, like,
in the gay community.

It's honestly
just so exacerbating

and just so daunting.

But everyone out here
keeps up with it,

so I felt like I sort of
just had to join the culture.

♪ ♪

It's been fine;
It just isn't as fun

as it used to be
when I could eat a calzone.

♪ ♪

Hi.

Good. How are you?

When I was in high school,
I realized I was pretty OCD.

You know, I got out here,

and it just manifested
into something else.

The combination
of the social media,

the combination of being around
so many beautiful people,

it's very competitive.

I take, like, antianxiety pills,

but I mean,
who doesn't these days?

♪ ♪

I really don't have a lot
of experience with it,

but fame, I guess,
from what I know,

it just seems great.

It really does seem like
a good thing,

and everyone wants it,
so I kind of was just like,

"I mean, if everybody else
wants it,

I don't see why I wouldn't."

♪ ♪

I kind of do think that fame
is something that I could use

as a tool to fix my own issues
or whatever or...

I don't know; I just don't know
enough about it

to kind of figure out
what I have not...

I don't know.
Am I making sense?

People ask me all the time,

like, "What is an influencer?"

"Give us a one-word,

you know, definition."

It's really hard to do that.

I am cited in the
Merriam-Webster dictionary

in the definition
of "influencer,"

so I should have
a better answer.

But I would say it's somebody

who is half entrepreneur
and half celebrity, kind of.

Madison Guest and I
are on our way

to our very first

New York Fashion Week
party tonight.

- We're very excited.
- So excited.

An influencer, I think,

technically is just someone

who has a lot of followers

on some of these platforms.

Anyone who has access
to a large following,

whether it's real or fake,

and they are able
to promote themselves

or promote brands.

Good morning.

So I just got to the hangar here

where we are shooting
some planes today,

but most importantly,

we are shooting
some watches today.

Look at this beauty.

What's up, you guys?

I know you've heard me
talk about Regi

a few times before in my feed.

Regi is this incredible
booking platform.

This deep conditioner
is everything in a jar.

It does also seem to mean
"not employed"

or "person without
sense of purpose."

Whoo!

I think the term "influencer"
has...

Generally has
a negative connotation

for whatever reason.

People associate influencers

with bloggers

or models who aren't signed

or things like that.

It really is about

presenting a lifestyle

that people want to mimic.

You're really trying

to show people,

"This is my life, and if you

"want to be more like me,

you should follow me."

Influencer is really a rage.

It could be anything
from a micro-influencer

who has, say, like,
5,000 followers

to somebody with a million-plus.

There's the style influencers,

there's the fashion influencers,

the lifestyle influencers,

the home and interior design
influencers,

the wellness influencers,

the health and fitness
influencers.

There's so many different kinds.

We livin' today.

There's a lot of positive
to it too,

especially for people,
for instance,

that didn't have a voice
in traditional media.

We're gonna talk
about how you can run

digital voter
registration drives.

Everything that used to be
centralized

and vetted and controlled
and gatekept,

those gates have been blown open

heavily by technology.

We've seen it
in activist communities

from MeToo
to Black Lives Matter,

an environmental movement,

the climate crisis.

We are on school strike
for the climate.

There are groups of people

fighting for their freedom
around the world

who are now aware of each other

because they can be connected
across that world.

♪ ♪

All right,
let's do this thing.

Let me see what we got.

You know what the deal is.

Do you have any thoughts
of what you want to do,

or you're just open?

- I'm open.
- Okay.

- We're gonna cut it shorter.
- Cool.

- All right.
What's your dream here?

I don't know; I think
I always liked curly hair.

We always want
what we don't have, right?

Yeah.

♪ Checkin' for 'em,
always keep it movin' ♪

♪ Only Rolex, please,
no G-SHOCKs, who you foolin' ♪

♪ Cute brown skin twinnin'
with some boobies ♪

There are millions of people

who have millions of followers
on Instagram.

That means everyone

knows somebody
who knows somebody

who is famous on Instagram.

What's up? This lady's
about to do my nails, I guess.

Yeah, what's up?

Are you gonna pamper me?

- Yes.
- All right, good.

But fame on Instagram,

it's not the only goal.

Likes, followers, views...

All those metrics have become
this marker in our society

for being a person
who is well-liked

who has an interesting life.

And that matters
for getting hired.

That matters for getting
into relationships,

for dating.

If you don't participate,

you're really locked out
of a lot of opportunities

that other people get.

But for real,
look at this pattern.

You gotta take a picture of it.

I shall.

I look like my mom.

♪ I'm a boss, ain't no I,
let 'em see me in Chanel ♪

♪ I be drippin',
and I'm killing everything ♪

♪ Wish 'em well,
never checkin' for 'em ♪

♪ Always keep it movin' ♪

They did such a good job
with your haircut too.

- Yeah, I love the cut.
- It looks so good.

It looks so natural.

- I like it behind my ears too.
Wow.

- ♪ Put in work ♪
- ♪ Put in work ♪

- ♪ Put in work ♪
- ♪ Put in work ♪

♪ Put in work,
put in work, put in work ♪

- ♪ Put in work ♪
- ♪ Put in work ♪

- ♪ Put in work ♪
- ♪ Put in work ♪

♪ Put in work ♪

♪ Put in work,
put in work, put in work ♪

Next up on the road to fame,

we have to get these
up-and-coming influencers

more followers.

- ♪ Put in work ♪
- ♪ Put in work ♪

♪ Put in work,
put in work, put in work ♪

So online,
you don't have to go

to the dark web or anything.

You just go
to the straight-up Internet,

and you can pretty much buy
anything you want.

And right now, I'm about to buy

Dom, Wylie, and Chris
some fake friends.

One website
that we've been using

for this story, of course,
is called Famoid,

F-A-M-O-I-D.

And I'm gonna go there
right now,

and I'm gonna buy Dominique
7,500 followers today

for the grand price of $119.60.

Kay.

And there you go.
The order has been placed.

So now it says,

Three days."

It'll actually take
a lot less time than that.

It'll probably take
about 24 hours.

You'll probably start to see it
happen pretty quickly.

I'm now gonna do it again
for Wylie.

♪ ♪

Get a screenshot.

And we're gonna buy Chris
7,500 followers.

He'll start to see them come in

in the next probably
couple of hours,

and it'll trickle in
over the next few days.

The companies do that
so that they don't alert

Instagram's software
that notices, you know,

a huge jump.

♪ ♪

Yeah, my Instagram
is crazy right now.

Like, this just happened
three hours ago.

What the hell did Nick do?

I bought him 7,500 bots.

So what exactly is a bot?

Well, in short,
it's an algorithm

that pretends to be
a real person on the Internet.

These bots are created
by hackers and programmers

who write code
that scour the web

to steal countless
random identities online

by pilfering people's photos
and names and bios.

Then their code jumbles
all the stuff up together

to create millions
of fake people

who can be used to like,
comment, and follow

millions of real people
on social media.

USA! USA! USA! USA!

You likely heard
about these bots

during recent elections,

Brexit, and the rise
of the alt-right,

where social media
was being used

to drive division
around the globe,

all done with fake people
sharing fake news.

Your social media feed
may have been part

of Russia's interference
in the election.

The issue is how
sophisticated computer bots

distribute online content
and articles

that could help Trump
and hurt Clinton.

But they also serve
a bigger role

in a more mainstream deception

by making people
appear more popular

than they really are.

And they're not just used
on social media.

For a few dollars,

you can buy fake bidders
on your listings on eBay.

You can pay
for fake song downloads

on music websites,

fake sales of books,
and fake reviews of movies.

You can pick if your bots
are male or female,

American or Chinese,

liberal or conservative.

And right now, there are
hundreds of millions of them

blending in online,
and most people

can't tell them apart
from you and me.

♪ ♪

I don't have real chocolates,
so I'm gonna make some.

Cocoa powder and butter.

I can keep it like this.

Here we go.

All right, Wylie,
I'm gonna give you 50 bucks

if you eat one of those
pats of butter.

I'll eat it. I like butter.

Dom, you're gonna go
to the Four Seasons.

Wylie, you seem more
like a Viceroy kind of guy.

Ooh.

- How should she sit, Ash?
- Yeah.

If you extend that right leg
out a little more.

Yeah, perfect.

And then look out that way
for me.

Beautiful.

Just like that, yeah.

♪ ♪

Perfect.
Yeah, I love that.

♪ ♪

Beautiful.

Ah, cute, I love that.

Is there a way
to get both elbows up?

- Yeah.
- Hey.

There we go.

Beautiful.

No, it's in the group text.

You said you only look
at the group text.

If you look at the text,
it's right there.

All right, ready.

T-U-J-U-N-G-A.

North Hollywood.

Dominique,
could you look at me

and do the same smile
with your glasses up?

Who's that?

My boss.

He thinks I'm at
my aunt's birthday right now.

Wylie, you're up.

I'm so uncomfortable.

Just direct me, please.

You can be looking
off your shoulder

and then be mid
taking off your robe.

Oh, my God, okay.

This is...

- You got it. That's perfect.
- Something else.

♪ ♪

Perfect.

We'll do one of you
reaching for a chocolate.

Maybe drink as you're doing it.

Ooh, yeah.

♪ ♪

So what are we doing here?

Why are we making pretend
chocolates out of butter

and filling up an old,
dirty kiddie pool with roses?

It's gonna be great.

And why is Chris pretending
he's working out

at a private gym
in Beverly Hills

when he's really just
in a warehouse downtown?

♪ ♪

All right,
y'all ready to get it?

♪ ♪

- How's it look?
- So good.

Okay, cool.

We're simply doing what
so many other influencers do.

We're faking it.

♪ ♪

So much of it
is so contrived and fake.

I've worked with influencers
for projects

where, you know, you select them

off of their Instagram
and their images

and then you ask them to come in

and do a shoot or an interview,

and they will refuse
to take photos

because they highly edit
their own images

and they won't be comfortable
with whatever we shoot.

All right, should we do
some cucumbers?

Ah. Perfect.

♪ ♪

Online, there are thousands
of tutorials

explaining how to pretend
that you're

on an elaborate vacation

when you're really
just in your bedroom.

Or as this influencer
pulled off...

I went on a luxury
dream vacation to Bali.

♪ ♪

Only problem is,
I was actually at IKEA.

And almost everyone does this

in one form or another.

People fake
private gym trainings

so that later,
they can go and get

a free training
at a private gym.

♪ ♪

These fake photos
quickly become a currency

that you can use
to get free real experiences,

products, and sponsorships.

♪ ♪

That boy did most of it.

Whoa. Whew.

- Jesus.
- Wow, man.

That's crazy.

All right, ready. Go.

Get it high.

Yeah, get it high.

- Try a little higher.
- Okay.

♪ ♪

You're just getting it,
like, behind you.

♪ ♪

They fake all-expense-paid
camping trips

so that later, they can get

a free all-expense-paid
camping trip.

- There you go.
- That was it.

That's it.

They fake hikes in the redwoods

so that they can try and get

free hiking gear
and sponsorships.

♪ ♪

Perfect. One more.

Do we have the toilet seat?

They fake free upgrades
to first class

or trips on private jets,

and all you really need
to do that

is a $12 toilet seat.

We work with a lot
of celebrities,

and everything they post

isn't necessarily, like,
genuine and of that day.

It's very curated and, you know,

contrived in a lot of ways.

Look like you're relaxed.

Further this way.

♪ ♪

So it's not necessarily
only influencers doing it.

I think it's like, the platform

has created basically
this one formula

for how to use it.

Turbulence!

No!

The damaging part

to this whole
influencer world is,

most of the time, it's not real.

You can fake instances

where it looks like
you live in a mansion

when you live in, like,
a studio apartment.

Like, in one of your photos

where she was
at Sequoia National Park,

there's, like,
a fence beam there.

But to the average user,
I don't think

they would pick up on that.

Sometimes people even fake
things without realizing it,

like Liz.

- I have faked it.
- What do you mean?

I moved to LA for two years,
and no one knew.

Liz is the face
of the hugely popular

I did, like,

a year-and-a-half,
two-year stint in Los Angeles

and kept running the account.

People would think
I was in New York

and I was, like,
in Los Angeles at the beach.

That's so fucked up, isn't it?

All right, so here we go.

We're gonna
hang these down a little.

Perfect.

♪ ♪

- Yeah, like this.
- That looks good, Wylie.

♪ ♪

Your phone's ringing,
and I honestly...

- Mine?
- Think it might be your boss.

Uh-oh.

- No, everyone, shut up.
Everyone, shut up.

Hey.

Sure, and her
listing appointment

was moved till 2:00.

You just have to go
up the driveway.

I'll tell Shane.

You just have to go
up the driveway.

She said, "When you get
to the listing appointment,

you just go up the driveway."

- Got it.
- Got it.

Bye.

Oh, my God, he's so rude.

He's so rude.

Okay, where were we?

God.

Yeah, I can't see
a damn thing.

♪ ♪

Oh, he's about to whup my ass.

And of course,
you have to have

the fake drone footage
of the fake boxing fight.

♪ ♪

- Jab, jab, right.
Let me see that jab.

There you go.

♪ ♪

When you buy
all these fake bots,

they don't automatically start

liking and commenting
your fake photos.

So now you have to start
buying that engagement too.

♪ ♪

How's it going?

- It's good.
- Yeah?

You want to see
how this magic works?

- I do. Yeah, let me see.
- All right.

So this is my Insta phone.

- It's my bots and my...
- Your burner phone.

My... all these
different things on it.

So I have this app,

and I can give you
25 followers right now.

It might take a minute
to get started,

so while we're waiting,
I'll show you how to do likes.

So let's pick a photo.

Let's do this one
from May 5th.

All right, I'm gonna
click this.

So there, I just
purchased you 15 likes.

So you're gonna get
those likes coming in.

Okay.

I can also do comments.

All I do is press a button,

and it will just start
auto-commenting.

And it uses hacked accounts.
It uses bots.

- It uses everything.
- Okay.

And so that's essentially
how that works.

And it's not just influencers.

Journalists, politicians,
and even A-list celebrities

all purchase bots.

Why is there so little done

to try and stop all this
from happening?

Money.

Why wouldn't Instagram
stop this?

Because it inflates
their numbers.

If you think about
what these companies monetize,

it's engagement and user growth,

and bots generate both of those.

Everyone's trying to show

that their Instagram strategy
has great metrics.

And so there's really
no incentive

for anyone to get rid
of these bots.

It starts at the top,

Wall Street, where they invest
so much money

into these tech companies

because the return
on their investment

is unlike any other opportunity

on the entire planet.

Exactly how big?

Trillions and trillions
of dollars big.

As you can imagine,

it's not really in
the best interest of bankers

to ask if the people
on the platforms are real

because the money surely is.

Now, the tech companies,

they love to gloat

about how many
active users they have

so that the value
of their companies

continue to grow.

So while places
like Instagram and Twitter

do a little policing
of the bots,

they largely turn a blind eye

to their platforms being filled

with so many fake accounts.

♪ ♪

Just ask this guy.

He is a bot broker

who can help make you famous
for a price.

Instagram used to be
about 7% to 9% bots,

but that number has,
of course, risen.

Some of the most famous people
in the world

have 50%, 60% bots
on their page.

It goes without saying
that the people

making, buying, and selling
those fake accounts

are also making a small fortune.

One small vendor told us

you can make
around $3 million a month

from a little bot farm.

Some of the bigger bot dealers,

they make about ten times that.

This is big business.

These larger companies
would be valued at least...

If I had to give it a figure,
it'd be at least

$10 million, $20 million,
maybe more, because...

All based on fake bots.

Yes.

And then there's
the influencers.

There's so much money
in the social media ecosystem.

It's insane.

I'm working with some brands

that put 100%
of their advertising budget

into social media.

It is a real economy.

I mean, we built
an entire business around it.

The influencer agency
that Liz helped create

sold for tens of millions
of dollars.

This is the big box
of Lippie Pencils.

I got a KitchenAid Artisan
stand mixer

from Best Buy.

So how much can these people
actually make?

These influencers right now
are hot shit.

We offered, I think it was

these two 16-year-old
mega-Youtubers,

like, $36,000 each to post
a few frames on Snapchat.

A majority
of these influencers

are anywhere between
18 and 25 years old.

I've paid influencers $80,000

for one post
and two tweets before.

They're working
with "Fortune" 500 companies.

They are
a distribution platform.

They're a media company
in and of themselves.

Kim Kardashian charges
as much as $500,000

for a single post on Instagram.

I have been obsessed

with the two-step elixir kit
by Queen Pegasus.

Yet in 2019,
a research study sparked press

that many celebrity accounts
like Kim Kardashian's

have tens of millions
of fake bots.

So with all that money
sloshing around,

it's really in no one's
best interest

to call bullshit on any of this.

- Hi!
- Hi!

How are you?

Nice to meet you.

Nice to meet you.

- Yes.
This is gonna be so much fun.

- I'm so excited.
- I know. I know.

This is Kenzie
from the casting call,

who offered to come by
and teach Dom the ropes.

She has 15,000 real followers

and is considered
a micro-influencer.

How'd you get into
the whole influencing?

Well, I just...

I mean, kind of
for modeling and acting stuff,

but I was just like,

I would much rather be
an influencer

than working at
a restaurant, you know?

Yeah, totally.

Or, like, all these odd jobs

that we kind of have to work.

This is, like, the longest
thing I own in LA.

Oh, wait, no,
this would be great.

- This would be great.
- Okay, cool.

- Hopefully it still fits.
- Let's take this... yes.

That's perfect.

Okay.

The first look
is old Hollywood glam.

So this will be great.

I always pick kind of a muse
and a story line to follow,

and then from there,
we just can, like,

bang out as many...
Create it.

Yeah.

It's a lot of work
keeping up with an audience.

Traditional celebrities,
they can just go on camera,

do some interviews,
post some shots, you know.

They don't have to engage 24-7
with their audience

the way that influencers
are expected to.

You know, some of, like,
the top influencers,

they're posting, like,
three or four times a day.

People just want
to see your content

and what you're creating
all the time.

But we're gonna
get you up there, girl.

- All right.
- We gonna do it.

- Okay, great.
- We gonna do it. Yeah.

I mean, we're not gonna
wear all of these,

- but we have options.
- That's great.

Kenzie and her crew
of photographers,

stylists, and makeup artists

are using an entire mansion
for today's photo shoot,

which only cost us $613.20,

which is not bad to pretend
you live like this.

Okay, and I have everything
separated into the looks.

That's good.

This is look four.

Look one. Look one, look one.

Nice.

This is perfect for the last,
like, glam.

I love this yellow room.

Okay, amazing.

We just did a photo shoot,

and now we're doing another one.

That's because
the previous shoot

only lasted us a few days.

Now it's time
to feed the beast again.

- Oh, my gosh.
Keep those eyes there.

And if we want to get
our up-and-coming stars

some free stuff
or even get them paid,

we have to make it seem
like they live

an influential lifestyle.

♪ ♪

Quite the production.

♪ ♪

It's crazy. It's crazy.

Can you hold your martini
in the other arm?

Yes.

That's cute.

Stunning.

What people don't realize
when they look

at these influencers
and they think,

"Wow, this is an amazing life,"
and often times, it is,

is how much work goes into that.

It is so much work.

Beautiful.

You're a copywriter,

you're a content
production team,

you are building
your own entity of sorts,

and that takes
a tremendous amount of smarts.

I don't know; Is this...
Yeah, someone called you.

- I love that.
- Yeah, gorgeous.

- Okay!
- Oh!

She's gonna do
some dirty things

in the White House.

- Right?
- Oh, yes.

Wow. These are amazing.

♪ ♪

Here we are, the private jet.

Literally anything
is available to you

to help fake your shoots,

including fake private jets.

- Can I get you a drink, sir?
- Yeah, sure.

What you got?

I can't believe some clowns
actually book this thing.

It's $49.99 an hour...
50 bucks an hour.

We tried to get it last week,

and it was booked
round the clock.

Let's see, what else
do we have here?

- That's it.
- Nice.

So we'll put this on here,
and then we're gonna

do a little photo shoot.

Are these pretzels
gluten-free?

I've been trying to get away

from gluten, you know?

All right, let me get
some pictures of you

- while you're on your jet.
- Mm, mm, mm.

Do you want to look
out the window?

- Oh, yeah.
What a nice view.

I love having the window seat.

♪ ♪

I'd be curious to see
if any of your friends

knew it was fake.

Would you post this
on your Instagram?

No.

It feels not right for me.

It's a circus.

It's a complete circus.

Look at me a second.

I'd much rather just show me

and document the things
that I do

because I believe that,

you know,
I'm an influential person,

Instagram or not.

You know, I would say
I influence

every person that I touch
and every person that,

you know, gets to spend
some time around me and, like,

absorb the energy and, like,
witness who I am.

Like, I don't need to do
any more fake private jets.

I don't need to do any of this.

There's so much that goes
into planning the fakeness

and, like, portraying something
that's not really there.

That's pretty crazy to me.

- Yes, yes, yes.
Oh, my God.

Keep everything about that.
Wait.

- I'm stuck.
- It's fine.

Eyes at me for one.

Beautiful.

Influencers who are
just getting started now

are trying to get in there
really quickly

and cash in while they can
before the platform, you know,

changes and evolves
or fades away.

Yeah, these shoots
get just so exhausting,

but we bang out, you know,
four different looks.

Just, like, look away
on these.

Yeah, perfect.

People are buying
lighting rigs

for their average lives
so that they look amazing

for the people
who might want to be

a part of those lives,

because we're all making
our own movies,

and we're trying to be the star.

♪ ♪

- Beautiful.
- All right.

We gotta go back into glam.

Everyone is trying
to beat the algorithm,

getting more followers,
getting more eyeballs.

You have to kind of be gross

and be self-promotional
to get anywhere.

All right.

Fame is just fake anyway,
right?

And so, like, why not hustle
and put yourself out there

and try to get what you want?

And then... oh, I love that.

It is truly
some of the easiest

and some of the hardest money
you'll ever make.

One, two, and three.

One, two, and three.

One, two, and three.

♪ ♪

When we started this project,
I thought it would be simple.

I'd buy some bots, some likes,
some comments,

and that would be it.

But once we got
on this hamster wheel,

it only started
to go faster and faster,

and before we knew it,
none of us could get off.

- Mmm.
- Pepperoni is my favorite.

Pepperoni is your favorite?

- Mm-hmm.
- Mmm.

That's because the more
fake accounts you buy,

the more fake likes and comments

you need on your posts.

♪ ♪

Before you know it, you're me,
buying your "influencers"

all these fake interactions
several times a day...

♪ ♪

All while hoping that
you don't alert the algorithm

that could kick them
off the service

and trying to ensure
that your fake audience

arrives at the exact time
you post

in order for everything
to appear real.

♪ ♪

Honey, when are you gonna
go to sleep?

- Just buying some bots.
Give me a second.

♪ ♪

On top of all that,

Wylie and Dom are worried
that they're not getting

enough likes and comments
on their photos.

Chris isn't happy
about all the fake bots

because he says it's ruining
his Instagram account.

♪ ♪

It's a good one.

Let me tag them.

And I keep getting ripped off

by a 14-year-old kid in Egypt

who is posing
as a major bot dealer.

♪ ♪

But putting all of this
aside for now,

the craziest part
about this whole experiment

is that after just three months,

it's actually starting to work.

I don't know if I like these.

They're okay.

They were free.

A sunglasses outlet
reached out to Dom,

offering two
free pairs of shades

in exchange for a couple
of Instagram posts,

which I then filled up

with a bunch of fake likes
and fake comments.

All right, man. Let's go.

Tell me where we at.

We're at
Royal Personal Training.

We're here to kick some ass,

gonna get a good workout,
blood flow.

Just good energy, good vibes.

- Let's go. Come on.
- All right.

And Chris got a random
message out of nowhere

from a private gym
in Beverly Hills

that caters to influencers,

asking if he wanted
a free session

in exchange for him
posting on Instagram

and, of course,
tagging the private gym.

♪ ♪

And then there's Wylie.

I was getting some anxiety
because some people...

Or I think it was
just this one guy...

Kept messaging me
about these bots,

and they were increasing
really fast,

and one morning, I just woke up

and I had 12,000 followers,

and it was kind of scary.

But I guess he caught on

and was like,
"What's going on?"

And was kind of rude about it.

And I don't know.

The whole thing just made me
feel really uncomfortable.

♪ ♪

He's just a random dude
from Atlanta

that I sort of know.

But it made me uncomfortable
with him calling me out.

♪ ♪

It's not a fun feeling.
It's just not.

♪ ♪

And I just put my Instagram
account on private.

I don't know what it is
about the trolls

that just really get me.

♪ ♪

People are starting to look

at some of the negative effects
on social media,

not just interpersonal effects
like feeling inadequate

because you don't have
enough followers

but also the harassment
that comes along with that,

the bullying,

all of that toxicity
on social media.

I have a 14-year-old sister

who's very affected
by the social media,

the Snapchat and the Instagram

and the Facebook and everything,

and it's very depressing.

♪ ♪

And I didn't think
that I'd be one of the people

who was so affected by it.

I thought
that I kind of did this

because I thought I was okay
with all that,

but it really happens
to everyone.

I think it's not possible
to separate the negatives

of influencer culture,
viral mechanics

from the technology platforms
that they sit on.

We keep children
away from cigarettes

because of the harm,

and we keep them
away from weapons,

and yet in this realm,

we have left them to the wolves.

♪ ♪

The uptick in teen suicides
and depression,

I think it's directly related
to social media.

♪ ♪

If you're just seeking fame,

if you're just
seeking the attention

that you see being paid

in those situations,
it's never gonna be enough.

And if any of that dips,

you risk being quite destroyed
by it.

♪ ♪

It is a beautiful,
beautiful morning

here in Abu Dhabi today.

Oh, my gosh, thank you so much

to Marc Jacobs for sending over
some birthday flowers.

I really don't deserve you guys.

Oh, my God.

I just came home
to a beautiful package

from Lahana Swim.

Hey, guys.

So we're gonna use
my Vejo blender

for the first time.

But I've gotten some free stuff.

Kashi! And granola, damn.

Cannabis-infused social drink.

Sisel toothpastes.

Oh, I'm excited for that.

♪ ♪

I did my whole, like,
"Dominique Druckman,

huge fan of your company,"

and they said, "Hey, Dominique."

"So stoked
you'd like to work with us.

"We'd love to gift you
one of our cute phone cases

to rep on your IG feed."

My initials

and boobs.

♪ ♪

Dom is approaching
100,000 followers,

and the free products
are piling in from everywhere.

Wow, five bottles of wine.

Oh, my gosh.

You guys.

Energy Bombs.

Clay cleansing balm.

A CBD vibrator.

Lamo footwear.

As Dom started to get
all of this free stuff

and dozens
of free opportunities,

all because people perceived

that she was
a famous influencer,

something started to happen
that we didn't anticipate.

So we got a package
from Gorjana,

which is a jewelry company
I really like.

They DM'd me,
and I got to pick out, like,

pieces of jewelry.

We had assumed that we
would have to reach out

to places and brands

in order to get
these free experiences.

But instead
they started to find her.

- "Hi, Dominique.
My name is Paige."

"Hi, my name is Shayna
with Moon Oral Care."

"We'd love to work with you."

Swipe up for my code

and get your teeth white.

For Wylie, things are going
a little differently.

My boss' car ran out of gas,

so I got a message from him

that I needed to fill it up
with gas.

When I moved here from Atlanta,

I did not think I'd be filling
other people's cars with gas.

♪ ♪

After Wylie had been
harassed by the "troll,"

he'd stopped posting
on Instagram.

He became obsessed
with the bots,

worried that now that he had
almost 30,000 followers,

people would figure out
that they weren't real

if he didn't get enough
fake likes and fake comments

on his posts.

♪ ♪

All right, so about to post
my first Instagram

in, as Nick says, two months.

I think it was, like, a month.

But not nervous. I'm fine.

I was told the automatic likes
were back in check.

♪ ♪

All right.

I'm gonna press Share.

♪ ♪

I feel good.

♪ ♪

How many likes?

So far, zero.

Hold on.

♪ ♪

Just terrifying.

I got one like.

Real person.

Oh, I got a comment.

Feeling good.

A little nervous that the bots
haven't kicked in.

Sweet. 30 likes.

Here I am, staring at it,
watching the likes come in.

38. Not that great.

I'm torn in the process
because I wish that I could say

I had 3,000 likes right now.

I still am obviously
looking out for them

and would really appreciate
if they would come through.

The number right now is...

165.

Not so hot. Not so hot.

♪ ♪

One of the things is that

I don't know what my dreams are,

I don't know what my goals are,

and I didn't really have
an envisionment.

I just kind of wanted to be
happy and across the country

and just kind of
do something different

and away
from my friends and family

that I've already
spent my whole life with,

and I've done that.

So I think I accomplished
that dream,

but I'm still working
on my next step of dreams.

So we got one bot like
14 seconds ago.

See what happens.

All right, I got another bot.

We got a live one.

27 minutes into the post,
176 likes.

Yay.

And I just got
my third bot like.

I'm at APL today.

They have a new store
in The Grove.

It's beautiful
looks like an art gallery.

♪ ♪

So, so far,
what are your favorites?

- I think these.
- These ones?

These for sure.

Yeah, these are fan favorites.

I love wearing these ones.

It got to a point where Dom

could simply tag a brand
in a photo

and they'd be the ones
reaching out,

asking her to take
their products for free.

I'm getting
some free sneakers.

How'd you get
the free sneakers?

We've got a lot of followers,
so...

I'm an influencer.

Duh.

♪ ♪

I've been getting so many more
auditions and callbacks.

My agent, he's like,

"Yeah, your Instagram has,
like, blown up,

"and that's definitely
helped you

get into the doors of, like,
a lot of casting offices."

♪ ♪

Then out of nowhere,

Dom got a private message
on Instagram,

inviting her to this.

Oh, my gosh,
are you so excited?

- So excited.
- Do you have any...

Gabey, can you help her
get this?

I think this should fit
in the trunk.

Let's see. Moment of truth.

- Yeah.
- Yeah.

See, we got this, guys.

Okay, hi, ladies!

We're so freaking excited
to have y'all.

We are literally going
on a photo shoot road trip.

It's gonna be
aggressive at times.

But we're gonna have
the best time.

If you didn't know
where you were going by now,

guess what.

The doors are closed,
and you're going.

And I'm so freakin' excited!
Go, go, yes!

♪ ♪

An all-expense-paid

VIP influencer road trip

valued at $5,000
with free gifts and clothes,

hair and makeup,

and modeling
for a clothing line.

Collectively,
the women on this bus

have several million followers.

And then there was poor Dom,
who had to really put

her acting skills
to the test here.

On the bus, some of the girls

are super standoffish.

Everybody was
on their phones a lot.

But, you know, I want
to look good next to them.

What are you doing
for Valentine's Day?

Okay.

Fun.

All right.

♪ ♪

Yeah.

All right, so if any of the
following ladies are ready:

Helen, Zenya, Stewart.

Malachi's gonna shoot with you.

Our first stop was a desert,

and all the girls
are changing on the bus,

and we have to go get our
suitcases out of the trunk,

and changing our shoes and,
like, all of these things.

♪ ♪

And then do a couple, like,
walking towards me a bit.

♪ ♪

Perfect. And then go back.

♪ ♪

Yes, that's good.

Yeah, that's great.

♪ ♪

Let's do serious vogue, yeah.

♪ ♪

Are you ready
for the fake laugh?

I am ready.

Three...

Two, one.

Today there's a lot of on,
off, be cold,

take photos, back on,
be freezing cold, take photos.

Then we went
to another location,

which is an abandoned
water park.

♪ ♪

Maybe spin with your coat.

♪ ♪

Yeah. Hold it right there.
Perfect.

♪ ♪

I'm freezing.

I feel like I have, like,
icicle boogers.

All these clothes are, like,
the cheapest fucking linen.

I love it.

But a lot of the girls are like,

"I don't even know
if I can use these photos."

I'm like,
"These are incredible photos.

What are you talking about?"

- That's great. Right there.
Yeah.

I think all of our standards
are very different.

- Three, two, one.
- Smile.

♪ ♪

What feels like
20 hours later,

we finally made it to Las Vegas.

Whoo. Vegas.

And I'm exhausted.

I've gotta do a whole nother
day of this tomorrow.

♪ ♪

Today we are going
to the actual trade show.

Oh, here she is.

- Hey!
- Hi, guys!

- Hey.
- Hello.

Okay, say "cheese."
Look forward and say "cheese."

Rachel, she's doing, like,
a partnership

with this shoe company
called Lamo.

We came over
to take some photos.

And I get a free pair
of fuzzy snugs,

so I'm gonna be very happy
about that.

Have you done other trips
with Rachel?

- I did the Coachella one...
- Oh, right.

- Last year; It was really fun.
- Okay.

- Have you?
- No.

- First one?
- First one. Yes.

It's just a lot of fun events.

- Yeah.
- It's my first one too.

What do you think?

♪ ♪

Okay.

I think a lot of the girls
are over it,

or it's not what they expected.

I think all of these girls

make a lot more money
for posting stuff.

That's why they hustle
so much more.

Okay, smile.

These girls live, breathe,
sleep to take photos,

to collaborate,
to get a new camera,

to go to a cool location.

So why don't we just
group together

since we're already, like,
doing that,

and then you guys...
Does that work?

- Yeah.
- Yeah, okay, cool.

Two of the girls
have gone to, like, hustle

to different booths.

- Turkey.
- Yes.

- Oh, you're from Turkey.
- Yes.

- Oh, amazing.
- Oh, cool.

- Oh, perfect.
- Thank you.

- Yes.
- Thank you.

I think, at the beginning,
I was very passé about it,

but now I admire it.

That's their full-time job,
and it's not easy.

♪ ♪

At the airport,
they were making spreadsheets

of, like, all the people
they spoke to

and the contact there and, like,

what the brand was about.

♪ ♪

I'll carry your bag.

Three, two, one.

♪ ♪

I'm so tired,
but I'm really glad I went.

♪ ♪

If I got paid a lot of money
to not have another job,

I would do this all the time.

♪ ♪

Chris' path
in this social experiment

has become
its own unexpected story.

This is this new song.

This is the instrumental.

I wrote it, like,
over the Christmas break

when I went to go see my family.

♪ This from a place
I used to call H-O-M-E ♪

♪ Same place where
you can't trust your homies ♪

♪ 'Cause they been lyin'
where you lay ♪

♪ So you can't get no sleep ♪

♪ Uh ♪

♪ Know what I'm sayin' ♪

♪ Yeah ♪

I be seeing people out here.

You know, usually
you just put it in there

and you just, you know,
chill out for a few minutes

and then let it do its thing,

but when you're broke,
you can't do all that.

You gotta be watching
this motherfucker,

because, you know, you gotta
pull it at the right time.

Yup. That's it. We good.

Gonna get to the crib.

As I was buying all this
fake engagement for Chris,

he was doing everything
he could to delete it.

Like, I don't need to be

looking at all these
fake comments.

Like, I deleted all the comments

'cause they're super corny.

Hold on.
I'm gonna read you guys some.

"All people
should be like you."

"Excellent and elegant."

"Love you." Praying hands.

"Oh, wow, look at you."
Heart face emoji.

"Looking so great, love."

"You simply the best."

What else do they have?

"The top influencer is you."

That's the best comment I got.

But still from a bot,
so it's whatever.

The social experiment here is,

we want to take three people

and see if we can make them
fake famous.

And with the...
This is what has happened.

We have Dominique,
who has been like,

"I will do anything."

But you want to be famous
for being you

and nothing else,

and you're not willing
to do anything

that is not part
of that core goal

and process to get there.

Yeah, I want to be famous
for being me.

I want people to know
who I am for being me,

to... for knowing the story,

for knowing the background
and all that.

When Dom came in,

she's like a piece of Play-Doh,
right?

She's soft, and she just... she...
You guys can mold her.

Y'all done gave her
the highlights and the hair,

gave her a haircut.

She is a bra... she...

Like, brand-new bitch,
you feel me?

Like, she was
a brand-new person.

I came in, and I was like
a sculpture of stone.

And it's like, "Well, fuck,

what do we add
to this sculpture?"

Like, I don't need a makeover.

I don't need a stylist.

So I said,
"What are these people

really gonna do for me?"

I'd rather be broke and be real

than be rich and be fake.

And that's the facts.

Like, I'm not gonna do
just anything.

But for us, that's hard

- in a social experiment.
- It is.

Because it's like,
"Well, what do we do?"

But if you asked me
if I would rather take

100,000 fake followers
or 100 real ones,

I'm taking the real ones
all day.

That's not the way
I expected it to go,

but I respect that completely.

I need people to feel this.

Straight up.

I need people to feel this.
I can't fake it.

♪ ♪

I need to get ready for...

Jesus Christ.

This person's birthday party.

It's, like, space, '60s themed.

So I'm going as...

Ziggy Stardust.

As for Wylie,
grappling with his anxieties

around social media
took some time.

When I finally turned off
all the fake engagement,

it turned out to be
the best thing

that could've happen to him.

I don't know; This outfit's
kind of offensive.

Before, when I would post,

I was so uncomfortable
with myself

and thinking about what other
people are gonna think of me.

Oh, whatever.

It's so embarrassing to think

that I placed my validation
in that.

I just learned
that it doesn't matter.

This is the wig I got.

♪ ♪

Rock star.

I got a new job.

I work in a place
where I'm appreciated,

and it's awesome.

Now that I don't have
that stress,

I feel so much more, like,
in my body.

I think that people
take Instagram too seriously,

and I wish I could
make my Instagram bio,

"Please don't
take this seriously."

But now I don't, and I like it.

Now when I post, like,
it's fun again.

♪ ♪

Given that Chris no longer
wanted the fake engagement

and Wylie really didn't want

to be part
of the experiment anymore,

that left us with one person...

Hi! I'm Dominique.

- You ready?
- Yeah.

- Come on down!
Let's do the damn thing.

Who just so happens
to be thriving

in her new life
as an influencer.

- So it just began, okay?
- Just began?

She's getting
free beauty regimens now.

I'm just so chill.

Pun definitely intended.

She's become
a brand ambassador for a gym.

She's booking commercials

and has had more callbacks
and auditions

than ever before.

So I got to the audition...
Or it was the callback,

and the woman comes out,
and she goes...

"Are you Dominique?"

'Cause they're French.

And I'm like, "Yeah."
She goes...

"We are
so excited to meet you."

I was like, "Okay."

Like, I've never been greeted
at an audition that way.

It's usually just like,
"Write your name down."

And then she goes...

"By the way, the photographer

loves your Instagram."

I was like, "Oh. Okay."

I just went in,
and I took some photos,

and it was fun, and I left,

and then a few hours later,
I got it,

which was honestly
the fastest turnaround also.

Do you want more bots?

Sure.

I'll take more bots
if you're offering.

We're almost five months
into this experiment,

and it's time to take Dom
to the next level.

I just purchased
more bots for her,

and she'll soon have
250,000 followers.

With all this fame,

we're gonna see
if we can get Dominique

some free vacations,
and we're gonna try

to get her paid real money
to sell products

to her hundreds of thousands
of followers,

even if they're not
exactly real.

Now, there's
a little caveat here.

When you start going
for the big brands

with billions of dollars
in revenue,

they have access
to fancy software that can tell

if you have fake followers
or inauthentic reach,

which for us
can be pretty terrifying.

So rather than risk
getting caught,

I ran Dom's account

through one of these
paid programs.

Not only did the software report

that she had almost 100,000
real and engaged followers,

but it also said that she ranked

in the top 0.01%

of the most famous people
on the planet.

How did we pull that off?

Either I'm really fucking good
at buying bots,

or the software is a scam too.

Maybe, like,
look over that way.

Yeah.

Thank you for calling
Hotel Bel-Air.

This is Jeremy speaking.

Hi, my name's
Dominique Druckman.

I'm obsessed with your hotel.

Hi, I'm Dominique Druckman.

I'm a huge fan of your brand,

and I have 160,000 followers

and would love to find a way
to work together.

I love your bikinis.

We could do
a product giveaway together.

I just passed 175,000 followers.

Honestly, things are happening

for Dominique that we could not
have dreamed of

in the beginning of this.

She's got paid partnerships

with a makeup
and jewelry company,

and we just got
this opportunity,

the hallmark of influencer fame:

A free
all-expense-paid vacation,

which includes
a free hotel suite

for Dom and a friend,
a $1,000 shopping spree,

bottle service at a club,

dinner
at a five-star restaurant,

and spa treatment.

What does Dom have to do
for all this?

Just post the whole experience
on Instagram,

tag the hotels and spa,
and make sure

that her hundreds of thousands
of followers see it.

♪ ♪

The warning from the CDC,

the coronavirus is spreading
so quickly around the globe.

The sheer numbers
of people succumbing

is overwhelming every hospital
in northern Italy.

And U.S. airlines are now
suspending some flights.

The entire state
ordered to shelter in place.

♪ ♪

As we were about to leave

for our free
influencer vacation,

the world came to a standstill.

Stay-at-home orders
were issued around the globe,

and in America,
city after city shut down

within hours of each other.

We canceled our trip,

and along with the rest
of America,

we instantly went
into quarantine

as a global pandemic
started to kill

hundreds of thousands of people.

And yet what was so strange was,

when you scrolled
through Instagram,

all those influencers
we were trying to emulate,

they were still posting photos
of themselves

as if everything
was perfectly normal.

They were posting pictures
of themselves on the beach,

even though the beaches
were closed.

♪ ♪

Flights were canceled,
hotels shuttered,

and yet you wouldn't know it

from looking at their accounts.

♪ ♪

No. No.

Jewelry!

That's fun.

As for Dom,

as the global economy
started to collapse

and millions of people
lost their jobs,

businesses were so desperate
to make a sale

that they were still
sending her free stuff.

I got some jewelry
from one of the brands.

I feel weird about
doing an unboxing right now,

so I'm not going to.

I don't need to brag
that I got free stuff

for no reason right now.

♪ ♪

Can you hear me?

Yeah.

Kay, well, I guess this is how

we're doing our final interview.

How's it going?

It's going fine.

I've had so many realizations

into how, like,
fake all of this is.

♪ ♪

Seeing influencers post
bikini pictures

while there's opera singers
singing on balconies in Italy.

Can't you notice or acknowledge

or call action to something

that's not yourself

and your body on the beach?

It just feels inauthentic

and shows me something
I don't want to do.

I think, like, through a lot
of the process,

I was very, like,
"I don't care about fame,"

but during quarantine,
I have seen what fame,

if used properly, can do.

Seeing people like John Legend
using his talent and his fame

to bring people
joy and happiness

and a sense of relief
during a time like this...

Seeing everybody clap
for the frontline workers

and first responders
in all different cities

and all different countries
through social media...

And people who are able

to reach a lot
of their followers

and donate tens of thousands
of dollars

to food banks and hospitals
has been incredible.

And the "SNL" video
when Brad Pitt was on

and he took off his wig
and he was just like,

"I want to thank
the frontline workers."

Thank you for your calm
and your clarity

in this unnerving time.

♪ ♪

In the midst of all of this,

Dom even started
getting real followers,

thousands of them,

because people holed up at home

were spending more time
on social media

and assumed she was
actually famous.

She also kept getting
countless free stuff,

including a bidet,
which she posted online

and which, curiously,
went legitimately viral

without me having to buy

the fake likes
and fake comments.

Okay. Stop. That's enough.

I have had so many people
say, like,

"This made my week.
I was laughing so hard."

So if I can do that
for more people,

I think that'd be incredible,

and I think
that goes along with fame.

And then
there's the influencers.

We headed to Miami Art Basel.

- What up, boo?
- What up, boo?

We've been
copying these influencers

by faking it just like them,

and throughout
this whole process,

as we peeled back
layer after layer

of what really happens
behind the scenes,

I kept wondering
if any of it was real,

if anything
these influencers did

was actually authentic.

Heading
to a workout class here.

As we dug deeper
into this world,

I assumed we would
never figure that out.

And we might not have,

had it not been
for a global pandemic

and the events that followed...

♪ ♪

- Say his name!
- George Floyd!

- Say his name!
- George Floyd!

Months later, when
Black Lives Matter protests

erupted across the country,

while these tragic stories
of racism and abuse

might not have been seen

had it not been
for social media...

♪ My people
don't want no trouble ♪

♪ We've had enough struggle ♪

There was uproar online

when people accused
some influencers

of using the opportunity
as another photo op.

♪ ♪

It's not just
about the fake followers

and the fake photos
and the fake fame

that's so troubling here.

At the end of the day,

they don't make you
feel better about yourself.

The entire concept
of influencing

is to make you feel worse.

It's to say, "Look at this
lavish life I live."

"Look at these
amazing vacations I go on

and these wonderful products
I use,"

even if, in reality,
it's not that wonderful.

So you know that's sewage?

This is not fame.

It's all been
labeled incorrectly.

You're not really famous.

You're certainly
not being admired

for a particular skill
or talent.

I discovered their body wash

that I also love.

You are hawking a product.

You are sort of
an infomercial host.

Hey, guys.

So Hismile is offering
free express shipping

just in time for Christmas.

It's so artificial
and surface-level.

So check it out.

Seeing what
all of these girls do,

like, behind the scenes

and then what they put
on their feed

and how the world perceives them

is just so sad,

but I think
I'm in that boat, too,

'cause people think
I'm an influencer

and definitely
treat me differently

once they see
how many followers I have.

People think
so differently of you.

- Yeah.
They think you're famous.

And then they think,

"That's what I want to be
when I grow up."

♪ ♪

♪ ♪

♪ ♪

♪ ♪

♪ ♪

♪ ♪