Scammers love social media because it gives them direct access to loads of potential victims who have been conditioned to trust the messages, ads, and content that come through their feeds. But social media is one world where embracing doubt is your best bet: Skip those random giveaways, questionable fundraisers, shocking headlines and videos, and strangers who want to friend or hire you out of nowhere.
If you thought the biggest scandal on your social media feed was your old classmate’s picture-perfect life, think again. The Federal Trade Commission (FTC) recently shared the some sobering statistics based on social media scams reported in 2025:
Reported losses hit $2.1 billion—eight times higher than in 2020.
Social media was the #1 way people ages 18–29 and 50–79 encountered scams, and #2 for ages 30–49.
More people reported losing money to scams that started on Facebook than any other platform.
At the heart of many of these scams is impersonation. Fake profiles, misleading reviews, and content posing as real news or offers are all designed to look trustworthy—when they’re not.
What counts as social media?
Love them or lose hours to them, these are the top social media platforms Americans keep coming back to:
Facebook
Instagram
LinkedIn
Pinterest
Reddit
Snapchat
TikTok
WhatsApp
YouTube
X (formerly Twitter)
Zoom
How social media impersonation scams play out
Before we jump into the do’s and don’ts that will help you scroll more safely, it’s helpful to know the most current social media scams to better avoid them. After all, as the saying goes, “An ounce of prevention is worth a pound of cure.”
People impersonation scams on social media
Sometimes, a scammer simply isn’t who they claim to be. (Remember when “catfishing” first became a thing?) These fake profiles may use stolen photos, mixed identities, or even AI-generated images. Romance scams often rely on this tactic.
Another mismatch might occur when a scammer posts a deepfake of a real C-suite professional, celebrity, or influencer, hoping to sway sales and investors.
Other times, someone’s real account gets taken over. These “puppeteering” scams are increasingly common. In 2024, the Identity Theft Resource Center reported that 35 percent of people surveyed had experienced a social media account takeover.
Once inside, scammers use that trusted account to reach followers with requests for money, fake investment opportunities, or links to “deals.” They may claim to have received a refund or benefit—and offer to help you get one too.
In newer variations, you might even see a deepfake video of a real friend asking for help. But following those instructions can lead to stolen personal information, account access, or financial loss.
Brand impersonation scams on social media
Scammers impersonating a brand on social media aim to leverage the trust people have in the business (or entity, such as a government agency) and in the medium itself. They hope to exploit fans, customers, employees, and investors, and/or public opinion along with the false intimacy that social media fosters.
Scammers succeed in this when they get real users and followers to click links that lead to fake, lookalike company sites where the con artists steal login credentials and/or pretend to sell goods, then pocket the victim’s money or personal information.
These posers might even post fake content (giveaways are popular) with links that install spyware and allow attackers to steal from them. Another variant features a fake company or person who posts (or DMs a real person) about a great work-from-home opportunity (LinkedIn and Facebook are riddled with these).
Still other times, the fraud involves a direct message, post, ad, or pop-up that pretends to be from the social media platform itself and asks the user to reset their password. Do it, and—you guessed it—your personally identifiable information (PII) is in their clutches.
Social media scams target seniors, retirees, and vulnerable groups
Advertisers and others use our online activity (what we click on, where we go, what we post) and demographics to sell to us and influence our actions. That’s technically legal. But scammers can get their hands on that information, too—and they have no mercy in exploiting anyone’s vulnerabilities.
Sometimes that might include people experiencing hardships, other times it might simply be an issue of age. The AARP (American Association of Retired Persons) warns its members about ads for “questionable health aids.” Seniors who are afraid of dementia might be extra susceptible to scams like quizzes in their feeds that test their IQ.
How to help combat social media impersonation scams
Staying one step ahead doesn’t mean going off the grid. Sometimes, prevention against the scams that populate social media is just about being proactive.
Do create strong passwords and use multi-factor and biometric authentication. A few extra seconds at log in can equal a lot more security in the long run.
Do keep your circle real. Accept friendship requests from only people you know and trust in real life.
Do claim your name. Create profiles (even dormant ones) on social media apps to keep your name out of imposter hands. (Resolving an account takeover can be easier than proving someone else created a false profile.)
Do a quick gut check. Search the name of a company or offer and the word “scam” to see what comes up.
Do look for verification. Trust verified accounts over non-verified ones.
Do double check directly. Call or text a friend directly to determine if they actually contacted you with any offer or link via their profile.
Do act fast if something's off. Change your passwords if a friend reports an account takeover or that they were the victim of a social media scam.
Other times, simple, savvy awareness helps.
Don't reuse passwords across social media platforms. It only makes it easier for scammers to break in.
Don't use social logins everywhere. That quick “log in with…” button can link multiple accounts, but if one is compromised, others can be too. (This is sometimes offered as a legitimate shortcut, but if your credentials become compromised, scammers can access several of your accounts.)
Don't buy directly from an ad on social media. Instead, open a new browser tab and enter the name of the company. Search for the offer or item to buy directly from the company. If you are going to buy something on social media, don't pay with cryptocurrency, money apps, or gift cards.
Don’t share personal info in DMs. It might feel more private than posting publicly—but direct messages are one of the most common ways scammers build trust and move their scams forward.
Stay social and stay smart
Social media is meant to connect us to friends, opportunities, and the moments that matter. But the same access that keeps us connected is what scammers count on.
The good news: you don’t have to give it up to stay safe. A little skepticism, a quick double-check, and strong account habits can go a long way in protecting you and your information. If something feels off, trust that instinct. It’s always okay to pause, verify, or walk away.