On social networks, users flee from this content like the plague
Social media is full of mesmerizingly mesmerizing content that manages to stick to the viewer’s eyes like glue, but also content that users consciously avoid and that even manages to ruin their experience on these channels. According to a recent report carried out in the United States by Integral Ad Science, The vast majority of Internet users admit to having encountered undesirable content on 2.0 platforms And one in four users also notes that the volume of this type of content has increased over the last year.
The type of questionable content that users avoid most on social media is misinformation. 44% of users want to avoid this type of content. And 4 out of 10 consumers point out that there is currently a particular prevalence of “fake news” on social networks, where misinformation is particularly rife during electoral processes.
On social media, users also deliberately avoid adult content. (37%), AI-generated content and deepfakes (30%) and hate-filled messages (27%).
It also makes users who venture into social networks frown. low quality content (26%), pirated content (21%), content that uses offensive language (20%), content that depicts illegal drugs (17%), content that features alcohol (17%) and content that features violence (17%).
The increase in AI-generated content on social media is making users more wary
The growing proliferation of AI-generated content on 2.0 platforms is a more than palpable reality for those who regularly use these channels, 42% of users admit that the arrival of generative artificial intelligence makes them view the content that appears in their feed with more suspicion.
This worrying fact also inevitably affects advertisers, since 46% of users admit that the increase in “fake news” on social networks (many of which bear the rubric of AI) This ultimately undermines their confidence in the advertisements that appear on these channels. Along the same lines, 43% of users view less favourably those advertisements that appear on social networks alongside content that is not aligned with the advertiser’s image and which therefore potentially undermines “brand safety”.
Instead, 52% of users are more likely to interact on social networks with ads that are personally relevant to them. Furthermore, 47% of users are also more likely to remember ads if their messages are in tune with the surrounding content.
