Insider Intelligence delivers leading-edge research to clients in a variety of forms, including full-length reports and data visualizations to equip you with actionable takeaways for better business decisions.
In-depth analysis, benchmarks and shorter spotlights on digital trends.
Learn More
Interactive projections with 10k+ metrics on market trends, & consumer behavior.
Learn More
Proprietary data and over 3,000 third-party sources about the most important topics.
Learn More
Industry KPIs
Industry benchmarks for the most important KPIs in digital marketing, advertising, retail and ecommerce.
Learn More
Client-only email newsletters with analysis and takeaways from the daily news.
Learn More
Analyst Access Program
Exclusive time with the thought leaders who craft our research.
Learn More

About Insider Intelligence

Our goal at Insider Intelligence is to unlock digital opportunities for our clients with the world’s most trusted forecasts, analysis, and benchmarks. Spanning five core coverage areas and dozens of industries, our research on digital transformation is exhaustive.
Our Story
Learn more about our mission and how Insider Intelligence came to be.
Learn More
Rigorous proprietary data vetting strips biases and produces superior insights.
Learn More
Our People
Take a look into our corporate culture and view our open roles.
Join the Team
Contact Us
Speak to a member of our team to learn more about Insider Intelligence.
Contact Us
See our latest press releases, news articles or download our press kit.
Learn More
Advertising & Sponsorship Opportunities
Reach an engaged audience of decision-makers.
Learn More
Browse our upcoming and past events, recent podcasts, and other featured resources.
Learn More
Tune in to eMarketer's daily, weekly, and monthly podcasts.
Learn More

Digital Trust Benchmark 2022

Social Platforms Lose Ground as User Trust Falls

About This Report
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.
Table of Contents

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.


  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.

Here’s what’s in the full report


Exportable files for easy reading, analysis and sharing.


Reliable data in simple displays for presentations and quick decision making.

Table of Contents

  1. Executive Summary
  2. Key Findings
  3. Action Points
  4. Trust in Social Media Is Falling
  5. 2022 Rankings: A New Leader Emerges
  6. Security: Privacy Perceptions Fall Across All Platforms
  1. Community: Safety Is Still a Big Issue for Users
  2. Legitimacy: Many Platforms Struggle to Contain Deceptive Content
  3. Ad Experience: The Annoyance Factor Has Somewhat Diminished
  4. Ad Relevance: Apple Is a Likely Culprit in Worsening Sentiment
  5. What Do These Findings Mean for Advertisers?
  6. Additional Demographic Data
  1. Methodology
  2. Survey Demographics
  3. Read Next
  4. Sources
  5. Media Gallery


Debra Aho Williamson


Paul Briggs
Principal Analyst
Jasmine Enberg
Principal Analyst
Ona Koehler
Senior Director, Benchmarking
Na Li
Director, Primary Research
Natalie McGranahan
Senior Researcher and Taxonomy Manager
Already have a subscription?Sign In

Access All Charts and Data

Gain access to reliable data presented in clear and intelligible displays for quick understanding and decision making on the most important topics related to your industry

Become a Client