Social networks today are one of the main sources of information for millions of people. It is through them that users learn about news, discuss socially important events, and form their own opinions. At the same time, not everyone considers that the news feed is formed not by chance — its content is determined by algorithms that analyze user behavior.
The head of the Cybercrime Prevention Department in the Odessa region of the Cyber Police of Ukraine, Anatoliy Fil, notes:
“Social media algorithms do not determine what is true and what is not. Their main task is to show the user the content with which they are most likely to interact. That is why fakes and manipulative publications often receive more reach than verified information.”
This is also confirmed by the results of international research. In particular, researchers from the Massachusetts Institute of Technology (MIT), whose work was published in the journal “Science”, found that false news on social networks spreads approximately six times faster than reliable news. The reason lies not only in the operation of algorithms but also in the behavior of the users themselves, who are more likely to react to sensational or emotional content.
The main principle of operation for most digital platforms is user engagement. The more interactions a publication receives, the more actively algorithms recommend it to other people. It does not matter whether these are positive comments or criticism — any activity signals to the platform that the content is of interest.
That is why false or manipulative information often spreads faster than official messages. Fakes are often built on strong emotions — fear, outrage, surprise, or sympathy. Such publications prompt users to leave comments, share them with friends, or engage in discussions, which only increases their reach.
Real examples demonstrate how quickly misinformation can reach an audience. During the full-scale war, the Center for Counteracting Disinformation repeatedly debunked reports about the alleged “mass evacuation” of certain cities, the “encirclement” of Ukrainian troops, or the “capture” of settlements. Such posts were actively spread in Telegram channels and social networks even before official information appeared, causing panic among the population.
Російська пропаганда поширює фейк, імітуючи стиль EURONEWS
Another example was fake images styled after publications from authoritative international media. In particular, propaganda resources spread fake materials allegedly on behalf of “Euronews,” which contained fabricated messages about Ukrainian refugees. Despite the absence of such publications on the official website of the publication, the falsified images quickly spread across the network, and their refutation appeared only after thousands of users had seen the information.
No less indicative is the practice of spreading fake documents. The Center for Counteracting Disinformation regularly exposes fake “orders,” “letters,” or “directives” from government bodies created to discredit Ukrainian institutions or spread panic. Despite obvious signs of forgery, such materials often gain significant reach due to reposts and active discussions.
Experts point out that even negative reactions can work in favor of the authors of manipulative content.
What helps fakes gain popularity?
Comments. Even if a user debunks false information, the algorithm registers the activity and may recommend the post to a wider audience.
Reposts. Any sharing increases the number of views regardless of whether it is accompanied by criticism.
Emotional reactions. Outrage, laughter, sadness, or other reactions are also signals for algorithms about the popularity of the content.
Prolonged viewing. If a user spends a long time reading a post or watching a video, the system perceives this as interest.
Active discussions. A large number of responses and disputes under a publication contribute to its further promotion.
That is why experts recommend not to engage in endless arguments under obviously manipulative posts. It is much more effective to use the report function, hide the content, or inform the platform administration about it.
In Ukraine, the social project BRAMA, created by volunteers with the support of the Cyber Police of Ukraine, actively participates in countering disinformation and dangerous content. Its participants help identify resources that spread Russian propaganda, fakes, fraudulent schemes, and other illegal content, as well as use official complaint mechanisms to limit their spread.
Проєкт "BRAMA"
In addition to practical work in identifying dangerous resources, the BRAMA project promotes digital literacy and teaches users to critically evaluate the information they see in their news feeds.
In the modern information space, the fight against fakes begins not with algorithms but with the decisions of the users themselves. If everyone asks themselves the question “Is this information verified?” before reposting or commenting, the opportunities for spreading disinformation will be significantly reduced.
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