Social media
Types of social media impersonation, and how to spot them.
Fake accounts copy a brand's name, logo and tone to reach its customers where they already are, then move them somewhere private. Here's what they look like, where they turn up and how organisations get them taken down.
What is social media impersonation?
Your name, on accounts you don't run.
Social media impersonation is when someone sets up a page, profile, channel or group using a real brand's name, logo or photos without permission. Most pose as customer support or run a promotion, so people share details, pay a fee or follow a link they'd never trust from a stranger.
In the data
What fake accounts look like right now.
Patterns from the fake accounts we handled for our clients across social platforms in the first half of 2026.
Warning signs
How to spot a fake account.
FAQ
Social media impersonation questions, answered.
What is social media impersonation?
Social media impersonation is when an account uses a real brand's or person's name, logo or photos without permission, usually to pose as customer support, run fake promotions or send people to scam sites.
Which platforms are fake accounts most common on?
In the first half of 2026, most of the fake accounts we handled were on Facebook (39%) and X (34%), followed by Telegram and Instagram. Fakes also turned up on LinkedIn, WhatsApp, YouTube and TikTok.
How do fake customer support accounts work?
They watch for customers complaining or asking for help in public, then reply from an account with the brand's name and logo, offering to fix the problem in a private message. About 1 in 3 of the fake accounts we handled posed as customer support.
How can I tell if a brand's account is real?
Find the account through the link on the brand's own website. Check the exact handle, when the account was created and how many followers it has. Real support teams won't ask for passwords, one-time codes or card details in a direct message.
Can fake social media accounts be taken down?
Yes. Platforms remove accounts that break their impersonation, trademark or copyright rules when they're given clear evidence. How long it takes depends on the platform and the case. In the first half of 2026, 99% of the fake accounts we pursued on Facebook, X and Instagram were taken down.
What should we do if someone is impersonating our brand on social media?
Capture the profile, posts and messages with their links, then report the account to the platform as impersonation, or request a takedown and our team will check it and handle the reports. Tell customers which accounts are really yours, and look for others using the same name or logo.
How can organisations protect customers from fake accounts?
List your official accounts on your website, get them verified where you can, tell customers you'll never ask for passwords or codes by direct message, and watch every platform for your name and logo so fakes are removed quickly.
Found a fake account using your brand?
Send us the account link. Our team checks it, captures the evidence and handles the impersonation reports with the platform.