Majority of cases is often a poor measure for such things -- what you're interested in is the significance (in the general, not increasingly fraught statistical sense) of the use.
There are more small businesses than large ones. But large business practices are, for the most part, far more meaningful. Some metric of net financial or revenue impacts might be a better (though much more difficult to acquire) metric.
It's kind of the "space aliens land on Earth, who do they encounter" problem. Most people are located in cities, but cities occupy a small fraction (~<1%) of Earth's surface.
By statistical likelihood, your alien is most likely to encounter ... a fish (or plankton). If they find land, they're most likely to find a rural area, and hence rural dweller. Not because that's a statistically accurate sampling of human population but because it's a statistically accurate sampling of human population areal distribution.
So: if you look at like-buying campaigns, you'll find, because there are far more small businesses, many more small businesses participating.
If you looked at other metrics -- say, bought likes distributed among all commercial accounts -- you'd probably find the weighting swinging far more toward at least moderate-to-large sized businesses.
Though: for a small business, some early-stage "growth hacking" might be both a modest budget line, a plausible-sounding practice (not necessarily true, but appearing to be true), and something a likewise ethically challenged black-hat SEO marketer could sell.
Then there's the possiblity of joe-job likes -- buying fake likes for a third party in order to present them as fraudulent. Possibly not widespread, but possible, and given the difficulties in attribution, something that's hard to demonstrate one way or the other.
Big brands:
- Likely have more effective tools.
- Have other ways of promoting online content without going through fake likes. (Paid "influencers" being one widely-practiced option.)
- Might be aware of the potential downsides and hence avoid this.
- Are a much smaller fraction of "like" campaigns, and have a higher "organic" (or at least organic-appearing) rate of user engagements.
There are numerous reports of ... large influencers in the political space ... paying $10k - $100k amounts monthly for social media promotion.
There are more small businesses than large ones. But large business practices are, for the most part, far more meaningful. Some metric of net financial or revenue impacts might be a better (though much more difficult to acquire) metric.
It's kind of the "space aliens land on Earth, who do they encounter" problem. Most people are located in cities, but cities occupy a small fraction (~<1%) of Earth's surface.
By statistical likelihood, your alien is most likely to encounter ... a fish (or plankton). If they find land, they're most likely to find a rural area, and hence rural dweller. Not because that's a statistically accurate sampling of human population but because it's a statistically accurate sampling of human population areal distribution.
So: if you look at like-buying campaigns, you'll find, because there are far more small businesses, many more small businesses participating.
If you looked at other metrics -- say, bought likes distributed among all commercial accounts -- you'd probably find the weighting swinging far more toward at least moderate-to-large sized businesses.
Though: for a small business, some early-stage "growth hacking" might be both a modest budget line, a plausible-sounding practice (not necessarily true, but appearing to be true), and something a likewise ethically challenged black-hat SEO marketer could sell.
Then there's the possiblity of joe-job likes -- buying fake likes for a third party in order to present them as fraudulent. Possibly not widespread, but possible, and given the difficulties in attribution, something that's hard to demonstrate one way or the other.
Big brands:
- Likely have more effective tools.
- Have other ways of promoting online content without going through fake likes. (Paid "influencers" being one widely-practiced option.)
- Might be aware of the potential downsides and hence avoid this.
- Are a much smaller fraction of "like" campaigns, and have a higher "organic" (or at least organic-appearing) rate of user engagements.
There are numerous reports of ... large influencers in the political space ... paying $10k - $100k amounts monthly for social media promotion.