Reform voters least likely to see social media posts from friends and family

"A new study has found that voters for Reform UK are the most likely to see content from brands and influencers on social media over posts from friends and family. Online algorithms are fuelling isolation and division, according to the Institute for Public Policy Research (IPPR)."

"Researchers found that only 13 percent of Reform UK voters saw content from someone they knew, compared with 23 percent of Green party voters. Across all participants, 18 percent of posts came from someone a user actually knew."

"The findings indicate that 35 percent of posts were from influencers, public figures, or recommended content, while 29 percent were from adverts and brands, showcasing the dominance of non-personal content in social media feeds."

The Independent focuses on crucial topics like reproductive rights, climate change, and Big Tech, ensuring accessible journalism without paywalls. Donations support on-the-ground reporting, allowing journalists to cover diverse perspectives. A study by the Institute for Public Policy Research reveals that social media algorithms contribute to isolation, with only 13% of Reform UK voters seeing content from friends. The research indicates that a significant portion of social media posts comes from influencers and brands rather than personal connections, highlighting the impact of online algorithms on user experience.

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