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We’re Not as Quick to Believe Viral Content as You Might Think

One scroll, and an issue goes viral. Another scroll, and public opinion seems to be taking shape.
But is the process really that simple?

Jakpat surveyed 1,446 respondents across all 34 provinces in Indonesia to understand how people respond to viral content. The findings challenge the common stereotype that “netizens are easily fooled by misinformation.”

Most People Don’t Take Viral Information at Face Value

When asked what they usually do after encountering viral information, 71.6% of respondents said they first look for additional information before drawing conclusions. Meanwhile, only 1.5% admitted they would immediately believe the content without verification.

The data also reveals an interesting pattern: the more curious people are about viral content, the more likely they are to verify its accuracy. In other words, curiosity appears to encourage critical thinking rather than blind acceptance. This cautious attitude is further reflected in respondents’ trust toward information they first encounter on social media. More than half (58.2%) said they have little or no trust in such information, while only 3.1% said they would readily believe it.

Yet Viral Content Is Still Seen as Highly Influential

Despite describing themselves as skeptical and likely to fact-check, 94.4% of respondents believe that viral content has a significant impact on a person’s reputation. This highlights an interesting paradox. On an individual level, people perceive themselves as critical thinkers who are not easily influenced. However, on a collective level, they still believe that viral content can rapidly shape or even damage someone’s public image.

For brands, content creators, and public figures, these findings offer an important takeaway: today’s audiences are far more discerning than they are often assumed to be. Content that goes viral without credible evidence or a strong foundation is increasingly likely to be scrutinized, potentially eroding public trust before it has the chance to influence public opinion.