Overview
This latest research paper from the 2020 Meta election project examined the scale, reach, and effects of deceptive online networks that targeted US users on Facebook and Instagram during the 2020 election. The authors define deceptive online networks as "coordinated efforts that take place online where audiences are misled about the identity of the people behind the network." The dataset included 49 deceptive networks found to be active between 26 June 2020 and 15 February 2021. Here’s what they found:
- Deceptive networks achieved substantial reach, driven by a small number of actors. At least 37 million Facebook and three million Instagram users were exposed to content from deceptive networks during the study period. Over 70% of all users who viewed content from deceptive online networks were exposed to it via only three Facebook networks. Overall, the authors find that exposure to deceptive online networks “accounts for a very small share of users’ overall political content consumption.”
- During the study period, for deceptive networks engaging in political discourse, Meta identified three times as many financially motivated networks as only politically motivated ones. The financially motivated networks also reached more users and appeared to share a lot of political content to further their financial motivations.
- Most participants saw deceptive content indirectly, that is, by viewing content from regular user accounts “unaffiliated with the networks resharing deceptive network content,” often unknowingly amplifying such content in audiences beyond the networks’ direct reach.
- The study found that users who were older, more conservative, previously exposed to false news and spent more time on Facebook were especially susceptible to these deceptive online networks.
Why Is This Important?
This paper points to the importance of understanding the motivations of everyday social media users in sharing deceptive content and can help inform targeted interventions that better understand individual user preferences and behaviors as a means to curb misinformation and uphold election integrity.