Exploring Vietnam's Mysterious Online Click Farms

Jack Latham set out to capture a different side of Vietnam - not its traditional farms or rice fields, but its "click farms."

During a month-long stay in Hanoi last year, the British photographer delved into the world of these secretive operations that exist to help clients artificially increase online traffic and social media engagement. The goal? To manipulate algorithms and influence user perceptions. His latest book, "Beggar's Honey," showcases the behind-the-scenes of these workshops where underpaid workers are hired to generate likes, comments, and shares for businesses and individuals worldwide.

"When using social media, many people are seeking attention - they crave it," Latham explained during a phone interview, clarifying the title of his book. "On social media platforms, our attention is valuable to advertisers and marketers."

Social media activity generated by click farms can be hard to detect because the online behavior appears similar to that of a legitimate user.

Jack Latham’s project took him to five click farms in Vietnam.

Jack Latham/Courtesy Here Press

The Maersk Triple E is one of the largest and most efficient container ships in the world. The ship can carry 18,000 containers stacked 11 levels high on the inside and 10 levels high on the outside.

The click farms that Latham documented operated from residential properties and hotels.

In the 2000s, social media sites like Facebook and Twitter, now known as X, became increasingly popular. This led to a new demand for carefully managed digital profiles, as companies and brands competed to gain more visibility and influence. It is not known exactly when click farms started to spread, but in 2007, tech experts started to raise concerns about "virtual gang masters" running them from developing countries.

In the following years, the rise of click farms has been significant, especially in Asia. Countries such as India, Bangladesh, Indonesia, and the Philippines have seen a proliferation of these operations. Despite some attempts at regulation, like in China where click farms were banned for commercial use in 2020 by the China Advertising Association, they continue to thrive in the region. This is often due to the low costs of labor and electricity, allowing for the operation of multiple devices at once.

These click farms are often compared to Silicon Valley startups in terms of their rapid growth and innovation.

Latham traveled to five click farms in Vietnam for his project. Unfortunately, the click farmers he wanted to photograph in Hong Kong backed out, and travel restrictions due to the pandemic prevented him from documenting the practice in mainland China. In the outskirts of Hanoi, he explored workshops in residential properties and hotels.

He found that some farms had a traditional setup, with hundreds of manually operated phones. Others used a newer method called "box farming," as described by the click farmers he met. This method involved wiring several phones together without screens or batteries, which were then connected to a computer interface.

“They all looked like Silicon Valley startups,” said Latham. “There was a tremendous amount of hardware … whole walls of phones.”

Social media activity generated by click farms can be hard to detect because the online behavior appears similar to that of a legitimate user.

During his visit to click farms, Jack Latham found that one of them was run by a family, while the rest seemed more like tech companies. He mentioned that the majority of workers were in their 20s and 30s.

“They all looked like Silicon Valley startups,” he said. “There was a tremendous amount of hardware … whole walls of phones.”

“Box farms,” a phrase used by the click farmers Latham visited, see several phones wired together and linked to a computer interface.

The Maersk Triple E is known as one of the world's biggest and most effective container ships. It has the capacity to transport 18,000 containers, with 11 levels of stacking on the inside and 10 levels on the outside.

Alastair Philip Wiper

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Some of Latham's photos show workers harvesting clicks, although they remain anonymous. In one photo, a man is shown surrounded by devices, seemingly engaged in a solitary and repetitive task.

Latham mentioned, "It only takes one person to manage a large number of phones. One person can easily do the work of 10,000. It's a mix of being alone and being in a crowded space."

At the farms Lathan visited, each person had a specific role in managing different social media platforms. For example, one "farmer" might handle posting and engaging on Facebook, while another would focus on creating and watching videos on YouTube. According to the photographer, TikTok has become the most widely used platform at these click farms.

“They all looked like Silicon Valley startups,” said Latham. “There was a tremendous amount of hardware … whole walls of phones.”

Jack Latham/Courtesy Here Press

Latham spoke with click farmers who advertised their services online for less than one cent per click, view, or interaction. Despite the fraudulent nature of their work, they approached it as just another job.

According to the photographer, there was a sense that they were simply offering a service without any shady intentions. They viewed what they provided as shortcuts for their clients.

In "Beggar's Honey," there are 134 pages filled with abstract photographs. These photos range from seductive to contemplative, all inspired by videos Latham saw on TikTok. He wanted to showcase the types of content that were being promoted by click farms in the book.

Many of his photos capture the hardware used for social media manipulation such as webs of wires, phones, and computers.

Latham shared, "A big part of my work revolves around conspiracies." He added, "The project's tagline is 'documenting the machines used to spread disinformation.' It's about revealing the bigger picture that often goes unnoticed."

“Box farms,” a phrase used by the click farmers Latham visited, see several phones wired together and linked to a computer interface.

Click farms are not only used to boost social media popularity but also to manipulate political discourse. For example, in 2016, Cambodia's former prime minister Hun Sen faced allegations of purchasing Facebook followers and likes, which he denied. Similarly, shadowy groups in North Macedonia were discovered to be spreading pro-Donald Trump content during the US presidential election that same year.

Latham discovered during his research that algorithms, a subject he had previously written about in his book "Latent Bloom," tend to suggest videos that become more "extreme" with each click.

He expressed concern that consuming only this type of content could lead to developing a mindset filled with conspiracy theories. Latham emphasized that the spread of misinformation is a major issue, especially since it is now easily accessible on mobile devices and tailored to individual fears and anxieties.

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Artist plans to showcase his homemade version of a click farm at the 2024 Images Vevey Festival in Switzerland. Using a small box with multiple phones connected to a computer interface, Latham aims to draw attention to the issue of fake traffic alerts. He purchased the device in Vietnam for around $1,000 and has tested it on his social media platforms from time to time.

Latham usually gets a few dozen to a couple hundred likes on his Instagram photos. However, when he used his personal click farm to promote his latest book, the post received over 6,600 likes. He wants to show people that social media doesn't always reflect reality, and that likes and metrics don't determine authenticity.

He believes that when people understand how things really work, they can make better choices.

“Beggar’s Honey,” co-published by Here Press and Images Vevey, is available now.

Editor's P/S:

The article sheds light on the secretive world of click farms, revealing the manipulative tactics employed to artificially inflate online engagement. Photographer Jack Latham's project unveils the hidden machinery behind the illusion of social media popularity, exposing the algorithms that shape our online experiences. The proliferation of click farms has raised concerns about the integrity of online discourse and the spread of misinformation, as they can be used to amplify political propaganda and promote conspiracy theories. It is crucial to understand the mechanics of these operations to critically evaluate the content we consume and make informed decisions about the information we share.

Latham's "Beggar's Honey" not only documents the physical infrastructure of click farms but also delves into the psychological and societal implications of their existence. The book highlights the workers who toil in these digital sweatshops, often unaware of the deceptive nature of their work. It also raises questions about our collective obsession with social media validation and the consequences of consuming content tailored to our fears and anxieties. By exposing the hidden algorithms and the human labor behind the facade of online popularity, Latham's work challenges us to reconsider the authenticity and reliability of our digital interactions.