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Amid the turbulence of 2020, social media companies face heightened pressures to keep social users safe and defend their platforms against health and political misinformation and disinformation around the coronavirus pandemic and ahead of the US presidential election.
In fact, a majority of US social users said four out of our five factors were "extremely impactful" or "very impactful" on whether they decide to engage with—watch, click, share, or comment—an ad or sponsored content on a social platform. Gaining insight into how social users perceive platforms on these measures of trust can help advertisers make more informed decisions about where and how they allocate their media budgets across different platforms, and help social networks improve their platforms or policies to align with the perceptions of their users.LinkedIn, Pinterest, and Reddit are the most trusted by their US users among nine major social platforms, according to Insider Intelligence's 2020 Digital Trust Ranking.
On nearly every social platform we measured, respondents were more likely to consider ads to be relevant than to be annoying—except for on YouTube and Facebook. For example, on Pinterest, one-third of respondents agreed or strongly agreed that ads are relevant, while just 12% said that ads are annoying. But on Facebook, an equal percentage of respondents either agreed or strongly agreed that ads on the platform are relevant as well as that they're annoying.
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