Social media scams are on the rise - how to spot them and stay safe

Social media has overtaken email as the UK’s number one scam hotspot. In 2025, 34% of reported online scams started on social platforms like TikTok, Instagram and WhatsApp. Email, the old favourite, now trails at 28%.

Scammers go where the people are. We’re scrolling, liking and sharing more than ever. Contrary to popular belief, Gen Z is twice as likely to be scammed compared to older people, thanks to posting more personal content online. But anyone can fall for a slick scam if they’re not careful.

So here’s how to spot social media scams and what to do to keep yourself safe.

How to spot a social media scam

Spotting social media scams can be tricky but there are a few telltale signs.

AI-powered trickery is on the rise

Deepfake videos, cloned voices, and realistic fake profiles are becoming common as AI becomes mainstream. If a celebrity suddenly messages you with an “exclusive offer” or a friend sends a video that feels off, pause before you click. AI can make scams look frighteningly real.

Too polished to be true? It probably is

Professional-looking ads or influencer-style posts can still be fake. Criminals use AI tools to create slick content that looks legit. Always check the source. Ifit’s a brand you’ve never heard of, do a quick search before handing over your details.

Urgency and emotional hooks

Scammers love drama: “Your account will be suspended!” or “Claim your prize now!” These messages are designed to make you panic and act fast. Take a breath and verify before you do anything.

Check the profile, not just the post

Fake accounts often have odd details: few followers, generic bios, or posts that don’t match the persona. If someone’s profile feels like it was thrown together yesterday, trust your instincts.

Links that lead you astray

Even if a link looks official, it might take you to a cloned site. Hover over the link before clicking, and when in doubt, type the official web address yourself.

How to protect yourself from social media scams

Here are a few steps you can take to keep yourself safe from social media scams.

Lock down your privacy settings

Review what you share online. The less personal info out there, the less ammo scammers have. Think twice before posting things like your birthday or pet’s name – they’re often answers to security questions.

Use strong passwords and 2-step verification

Make your accounts harder to crack. A unique password and an extra layer of security can stop scammers in their tracks.

Keep your tech up to date

Install antivirus software and update your apps. Old software is like leaving your front door unlocked.

Don’t trust public Wi-Fi with your personal stuff

Accessing your bank account on café Wi-Fi? That’s asking for trouble. Stick to secure connections.

Be sceptical of online approaches

Romance scams, investment scams – they all start with a friendly message. If someone you’ve never met is offering love or money, it’s probably a scam.

Social media is great for keeping in touch, but it’s also a playground for fraudsters. Stay sharp, trust your gut, and remember: if something feels off, it probably is. A few simple steps can save you a lot of hassle and your hard-earned cash.