Social Honeypot for Humans: Luring People through Self-managed Instagram Pages

Social Honeypots are tools deployed in Online Social Networks (OSN) to attract malevolent activities performed by spammers and bots. To this end, their content is designed to be of maximum interest to malicious users. However, by choosing an appropriate content topic, this attractive mechanism could be extended to any OSN users, rather than only luring malicious actors. As a result, honeypots can be used to attract individuals interested in a wide range of topics, from sports and hobbies to more sensitive subjects like political views and conspiracies. With all these individuals gathered in one place, honeypot owners can conduct many analyses, from social to marketing studies. In this work, we introduce a novel concept of social honeypot for attracting OSN users interested in a generic target topic. We propose a framework based on fully-automated content generation strategies and engagement plans to mimic legit Instagram pages. To validate our framework, we created 21 self-managed social honeypots (i.e., pages) on Instagram, covering three topics, four content generation strategies, and three engaging plans. In nine weeks, our honeypots gathered a total of 753 followers, 5387 comments, and 15739 likes. These results demonstrate the validity of our approach, and through statistical analysis, we examine the characteristics of effective social honeypots.