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YouTube's algorithm has surfaced questionable videos (GOOG, GOOGL)

The Wall Street Journal analyzed thousands of YouTube’s video recommendations on trending Google search terms in November 2017, and found the platform frequently led users to videos that contain factual inaccuracies and are often sensationalist or divisive.

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The Wall Street Journalanalyzedthousands of YouTube’s video recommendations on trending Google search terms in November 2017, and found the platform frequently led users to videos that contain factual inaccuracies and are often sensationalist or divisive.

This is concerning for brands whose ads could show up alongside the divisive content hosted on YouTube. The platform’s brand safety issues were highlighted early last year — in March 2017, big brands such as Verizon and AT&Tstoppedrunning campaigns on the platform after learning their ads ran next to extremist content. At that time, Nomura Instinet analysts predicted that brand safety issues would cost YouTube up to$750 million, or 7.5% of Google's 2017 revenue.

YouTube recognizes its recommendations need work, and is committed to taking action. The company realizes that refining video recommendations is its responsibility, according to Johanna Wright, YouTube's product-management chief for recommendations, per The Wall Street Journal.

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YouTube alreadytweakedits algorithm in October to surface more mainstream news sources when users search for breaking news on the platform. However, it's clear the company still has work to do — in an April 2017 survey,Business Insider Intelligencefound that only 6% of consumers believed YouTube was the digital platform least likely to show deceptive content such as fake news, for example. YouTube falls behind Twitter, Snapchat, Instagram, Facebook, and Twitter when it comes to digital trust.

The Digital Trust Report examines consumers’ perception of major social platforms. It rates Facebook, YouTube, Instagram, Twitter, Snapchat, and LinkedIn on security, community, user experience, and content authenticity and shareability. These insights help brands and marketers make informed decisions about where to spend their marketing and branding dollars.

All of the information in this survey comes from our proprietary BI Insiders panel, made up of more than 15,000 specially selected Business Insider readers. T. The panelists are business and tech savvy, they have buying power, and they’re highly engaged. The survey revealed some fascinating insights into how millennials and decision makers view today’s most popular social media platforms.

  • has been shaken by a proliferation of malicious content and data breaches, which has significant consequences for brands that use these platforms.
  • The top platform won by a huge margin on most attributes. Content on this platform is more likely to be viewed as forthright and honest, which increases the persuasiveness of ads and marketing messages that appear alongside it. This also creates ideal conditions for thought leadership and branded and sponsored content to flourish.
  • The second-ranked platform was bolstered by users' confidence sharing content they find there. Users were most apt to share content they found there, which, together with its massive audience and high engagement, makes it the right platform to maximize reach.
  • The social platform that finished dead last did so because of its abusive comments section and extremely annoying ads. Still, this hasn’t dissuaded people from visiting, as evidenced by the time spent monthly and massive user base. This platform also resonates more with older generations.

The Digital Trust Report is only available with a subscription to BI Intelligence, Business Insider's premium research service. To access this report, plus hundreds of other deep dives into the future of digital, click here.

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