Mistrust in social media

Key take-away: Users in both the UK and the US have grown increasingly frustrated with the current social media landscape, where bots, fake profiles, misinformation, and a lack of transparency are pervasive. This has led to declining trust in these platforms and a shift in user behaviour toward more authentic, transparent, and decentralised alternatives.

Key evidence

Pew Research Center (2018, US): 74% of Americans were unaware of the extent of bots on social media, but when informed, 66% believed bots have a mostly negative effect because they spread false information and manipulate discussions.

Ofcom Adults’ Media Use and Attitudes Report (2021, UK): 55% of UK adults reported concerns about the reliability of news and information on social media, with issues often linked to the prevalence of misinformation spread by fake accounts and bots.

Edelman Trust Barometer (2020, US): Revealed that only 39% of users trust social media platforms to act in the best interest of the public, with 57% believing that platforms enable political manipulation and disinformation.

Twitter’s Crackdown on Fake Accounts (2018, US/UK): Twitter suspended over 70 million fake or suspicious accounts in just two months (May and June 2018) due to user complaints and regulatory pressure, underscoring the scale of inauthentic behaviour on the platform.

Reuters Institute Digital News Report (2021, UK): 51% of UK respondents expressed concern about misinformation on social media, driven by bot activity and fake accounts.

Public reaction and behaviour changes

There has been a notable shift toward private messaging apps like WhatsApp, Telegram, and Signal, where users feel they can have more trusted and genuine interactions. Nearly 75% of UK adults now use private messaging apps as their primary digital communication method, reflecting a retreat from public social media spaces.

The UK’s Online Safety Bill (2021) aims to compel tech companies to address harmful content, including misinformation spread by bots and fake profiles, reflecting the growing public demand for safer, more transparent social media environments.