Executive Summary

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

1. 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?
2. Which social platforms rank highest in digital trust, and which ones are losing trust among users?
3. 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.