User trust in the major social platforms is down this year, according to our sixth annual benchmark survey, especially in the areas of privacy, safety, and ad relevance. Trust affects ad engagement, and in a year when ad revenue growth is slowing for many platforms, it’s imperative that they stem the declines.
Digital trust is the confidence people have that a platform will protect their information and provide a safe environment for them to create and engage with content. Our sixth annual benchmark survey of US social media users reveals that trust is falling across several key areas, including privacy, safety, and ad relevance.
3 KEY QUESTIONS THIS REPORT WILL ANSWER
What’s behind the decline in trust, and how does it affect social media users’ willingness to engage with advertising on the major social platforms?
Which social platforms rank highest in digital trust, and which ones are losing trust among users?
What can social platforms and their advertisers do to restore trust?
WHAT’S IN THIS REPORT? Our benchmark ranking of nine major social media platforms, an analysis of the factors causing declines in user trust, and what it means for advertisers and social platforms.
KEY STAT: Every social platform in our benchmark experienced a decline in overall user trust since last year.
Here’s what’s in the full report
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Table of Contents
Executive Summary
Key Findings
Action Points
Trust in Social Media Is Falling
2022 Rankings: A New Leader Emerges
Security: Privacy Perceptions Fall Across All Platforms
Community: Safety Is Still a Big Issue for Users
Legitimacy: Many Platforms Struggle to Contain Deceptive Content
Ad Experience: The Annoyance Factor Has Somewhat Diminished
Ad Relevance: Apple Is a Likely Culprit in Worsening Sentiment
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