Facebook revealed in its third-quarter earnings, and along with its expectation-crashing finance report, it also revealed two key data points about its user base.
- The percentage of fake accounts on its network is up to 2-3% from the initial 1 %
- 10% of its 2.07 billion monthly users were accounted for by duplicate accounts, up from it’s the previous estimate if 6%.
Facebook’s CFO David M. Wehner defined duplicates as “accounts used by the same person [which]represent real activity and engagement on Facebook.” But Wehner also disclosed that another 2-3% of accounts are “inauthentic accounts” (fake) used “for spam and other policy violating reasons.”
Facebook pointed out that there hasn’t been a sudden surge in fake or duplicate accounts during the last quarter. It established that the estimates were revised because of a new methodology for duplicate accounts that include improvements to the data signals they rely upon.
Facebook will be using the same update to improve the accuracy of its tools for advertisers as well. This development is going to affect Facebook’s estimates for the number of people a paid advertisement can actually reach.
Although the social network is very strict about verifying the identity of its users, fake accounts are still on Facebook. Duplicate accounts aren’t necessarily made with a wrong intention, but some individuals like having multiple profiles.