
In a trust survey of social media platforms conducted in Poland by the Institute for Market and Social Research IBRiS for the Res Futura Analytical Collective and SentiOne, Poles rated which social platforms they trust and which they do not. YouTube received the most positive responses. Nearly one in four respondents expressed trust, including 6 percent who said "definitely." Distrust in the platform was declared by 20 percent, while 42 percent were neutral. Only 3 percent of those surveyed did not know this platform.
On the other end of the scale was TikTok. Nearly one third of respondents said they did not trust it. Only 13 percent expressed trust, with no one selecting "definitely trust". A significant 16 percent had never heard of the app.
Facebook landed close to TikTok. Three out of ten respondents did not trust the platform. 22 percent expressed trust, and 31 percent were neutral. High neutrality levels were also seen with Instagram. As much as 36 percent chose that option. Only 11 percent declared trust, while 20 percent expressed distrust.
Platform X (formerly Twitter) received similar ratings. 20 percent trusted it and 21 percent did not. The rebranding may have impacted recognition. As many as 26 percent of respondents did not know the new name. The least recognized service turned out to be Telegram. 58 percent did not know the app. Only 4 percent declared trust and 11 percent distrust.
Platform | Trust (%) | Distrust (%) | Neutral (%) | Don`t know (%) |
---|---|---|---|---|
YouTube | 23 | 20 | 42 | 3 |
22 | 31 | 31 | 5 | |
X (Twitter) | 20 | 21 | 24 | 26 |
TikTok | 13 | 32 | 28 | 16 |
11 | 20 | 36 | 19 | |
Telegram | 4 | 11 | 15 | 58 |
Based on data from the trust in social platforms study by Res Futura, IBRiS, and SentiOne, several clear conclusions emerge. The findings form a bigger picture. Society is becoming more cautious about social media and real trust goes only to platforms that are neutral, functional, and easy to understand for a broad audience. A deeper understanding comes from comparing with other media studies. Both social and traditional.
Trust is leaving platforms but not people
According to the European Broadcasting Union (EBU), as many as 49 percent of Europeans trust public media. In comparison, only 17 percent trust social media. This shows that on a continental scale, platforms like Facebook or TikTok have not earned the status of trusted information sources.
In Poland, these ratios are even more stark. According to the Reuters Digital News Report 2024, only 33 percent of Poles believe most online news is true. That is among the lowest in Europe. Low content credibility translates into distrust toward the channels that distribute it. Mainly social media.

Interestingly, even younger users who actively use TikTok or Instagram say they approach content there with great caution. Manipulation, disinformation, and sponsored posts pretending to be real are widespread. This undermines the credibility of entire platforms regardless of individual experiences.
People more than platforms
An additional insight comes from an analysis of user attitudes toward influencer marketing. Users trust specific people more than entire platforms. As many as 63 percent said they trust influencers who communicate sincerely and personally. This shows that the source of trust today is not the brand but the person.
Social media platforms are no longer seen as neutral communication tools. Users expect authenticity, engagement, and consistency. Not only from the content but also from the creators. That is why YouTube, seen more as a tool than a media outlet, ranks best. Meanwhile, TikTok and Facebook are paying the price for scandals, disinformation, and overreliance on algorithms. It is increasingly clear that trust is not disappearing. It is simply changing its target.
COMMERCIAL BREAK
New articles in section Media industry
YouTube redefines viewer engagement. Goodbye to returning viewers
KFi
As many as 30% of internet users now turn to YouTube as their main news source, and 65% consume news in video form. Now the platform is shaking things up. Reach still matters, but engagement is what really counts.
Influencers and social video rule information. Digital News Report 2025
Krzysztof Fiedorek
Seconds of vertical clips set the future of news. TikTok, YouTube and an army of influencers pull viewers away from TV sets and newspaper pages. Whoever masters this new pulse seizes not only attention but also control of the story.
Cyberviolence and hate disguised as a joke. The RAYUELA report on youth
Krzysztof Fiedorek
The study conducted in five countries reveals a harsh truth. Online violence is not evenly distributed. It is a digital map of prejudice that hurts the most those who stand out the most. "It’s just a joke." That’s how violence often begins. Young people go through it in silence.
See articles on a similar topic:
Books, e-books and audiobooks about the media and for journalists [LINK]
AUTOPROMOCJA Reporterzy.info
Thanks to cooperation with the Amazon, we may suggest you wide offer of great reading opportunity. Studies on the history and media market, interviews, reports and photo guides. Ordering and delivering a book now only takes a few moments. We invite you for a good lecture!
Artificial Intelligence and Digital Skills. The Future of the Job Market is Here
KFi
The world faces the challenge of digital transformation, and technological skills have become a gateway to career success. How do Europeans evaluate their abilities, and which industries are leading the way? A recent report by Pracuj.pl reveals which skills open doors to better careers and why AI is the future of work.
Social Media in 2025. Generational Differences Are Crystal Clear
KFi
More and more people are saying they’re cutting back on time spent on social media. And while this doesn’t mean a mass exodus, the trend is clear. According to latest GWI report, 31% of users said they had reduced their social media use. There’s also a subtle frustration.
Gen Z Will Force Brands to Tell the Truth. GWI Report and Forecasts
Krzysztof Fiedorek
They value authenticity and brand transparency, preferring socially engaged companies. Young people see technology as a tool for growth, not just entertainment. In relationships, they prioritize genuine connections despite being highly active online. What do we know about Gen Z, and what does this mean for marketing? And beyond.