Reform UK Voters Least Likely to See Social Media Posts from Friends and Family

Reform UK voters are the least likely to see posts from friends and family on social media, and most likely to see content from brands and news organizations, according to a new study by the Institute for Public Policy Research (IPPR) thinktank.

The research, which analyzed users' feeds on Instagram, Facebook, X, Bluesky, and TikTok, found that only 13% of Reform UK voters saw content from someone they knew, compared to 23% of Green party voters.

The IPPR says the findings indicate that algorithms used by social media platforms are fueling isolation and division, as users are exposed to less content from personal connections and more from brands and news sources.

"This is a concerning trend that could contribute to the polarization of political views and the echo chamber effect, where people are only exposed to content that reinforces their existing beliefs," said Sarah Longlands, director of the IPPR North.

The study also found that Reform UK voters were more likely to see content from news organizations and political parties compared to other groups, suggesting the algorithms may be amplifying certain types of political content for this demographic.

"Social media platforms need to be more transparent about how their algorithms work and the impact they are having on users' information diets," Longlands added. "Otherwise, we risk further entrenching divisions in our society."

The findings come as policymakers and regulators around the world grapple with how to address the negative impacts of social media on democracy and social cohesion. Many argue that reforms are needed to increase platform accountability and algorithm transparency.