According to two research groups that monitor social media posts spreading misinformation, most of the accounts involved in distributing the videos were operated from India. The campaign took place ahead of the August Democratic primary for the US Senate race in Michigan. At least 36 videos were posted across social media platforms and collectively received millions of views.
The videos, shared on X, Facebook, Instagram and Threads, largely praised Congresswoman Haley Stevens. People featured in the clips appeared to discuss issues such as inflation and the cost of living while expressing support for Stevens.
The videos were presented as though ordinary people were independently expressing their political preferences. However, those posting the content were being paid to distribute it and increase its reach.
The identities of the people who produced the videos have not been established, and it remains unclear who financed the operation. According to the report, the campaign may have been linked to a political group seeking to help Stevens defeat her rival, Dr. Abdul El-Sayed.
However, no evidence has emerged linking Stevens' election campaign or groups supporting her to the distribution of the videos. El-Sayed won the election on August 4.
The accounts involved in the operation were reportedly paid between $1 and $5 for every 1,000 views their posts generated. This meant that payments could increase as the videos reached larger audiences. Viewers were not informed that money was being spent to expand the content's reach.
One of the Instagram accounts involved was called 'Energetic Humor', which was operated by Mumbai-based Ayush Jain. Jain said he received around $15 per post for publishing 40 posts across his different accounts.
According to Jain, the agreement required him to publish the videos for at least 30 days. The videos have since been removed.
Jain was hired by a Pennsylvania-based company called Lumina Clippers. The company works to increase the reach of social media posts through bot accounts, which can be used to distribute large volumes of posts and information.
The company's phone number is registered in the United Arab Emirates, and it is run by Rhys Mackay, an Irish citizen living in Portugal. Mackay acknowledged that his company had played a role in spreading the Michigan videos.
He said the company had hired Jain and dozens of other people for the operation. However, he declined to disclose who had commissioned the work or how much money had been spent on it.
The operation was first identified by a group called 'AntiBot4Navalny', which found 28 accounts on X that were posting the videos in exchange for payment. The posts from these accounts received more than seven million views.
Researchers at Clemson University subsequently identified similar accounts on Facebook, Instagram and Threads. Some of the accounts had previously appeared in campaigns run through bot networks linked to China.
According to the researchers, these accounts typically posted cartoon and entertainment videos but abruptly began distributing political content during the election period.
The accounts continued sharing political posts even after the Democratic Senate primary had concluded. Their subsequent content included posts supporting Steve Hilton, the Republican candidate for governor in California.
The findings highlight how networks of social media accounts operating across national borders can be used to amplify political messaging while presenting paid promotional content as spontaneous public opinion. Although the videos attracted millions of views, the individuals or organisations ultimately financing the Michigan campaign remain unidentified.
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