Truth Social: AI deepfakes, misinformation, and Trump loyalists

Truth Social is an American social media platform owned by Trump Media & Technology Group (TMTG) and launched by former US President Donald Trump in February 2022.

Marketed as an alternative to mainstream platforms like Twitter and Facebook, the site is often described as a "Twitter clone." It was founded after Trump was banned from major platforms following the January 6, 2021, US Capitol attack.

The platform's stated purpose is to provide a "big tent" for free expression and to serve as a primary communication channel for Trump. TMTG has said Truth Social is intended to counter "big tech tyranny" and allow "free expression" without political discrimination.

User base

Truth Social is overwhelmingly conservative, with its audience largely consisting of Trump supporters and the broader MAGA base. Its users skew older and tend to be highly devoted to Trump, making the platform less appealing to younger or politically diverse demographics.

Estimates in early 2024 put active users at around 2 million, compared to 450 million monthly users on Twitter/X and nearly 3 billion on Facebook.

Financial and operational challenges

TMTG has faced significant financial difficulties since launching Truth Social:

• The company reported a net loss of $401 million on $3.6 million in revenue in 2024.
• Cumulative losses since inception exceed $31.5 million, and the company's accounting firm expressed "substantial doubt" about its ability to remain in business in November 2023.
• Revenue primarily comes from niche advertising, as major brands have largely avoided the platform.
• Technical issues plagued the initial launch, with outages, waitlists, and executive departures.
• Regulatory scrutiny has included investigations into potential money laundering related to loans with suspected Russian ties and possible illegal coordination with its SPAC holding company, Digital World Acquisition Corp (DWAC).

Content moderation and censorship allegations

Although marketed as a minimally moderated platform, Truth Social has faced accusations of censorship and bias:

• Accounts posting about the January 6 hearings and related investigations were banned in June 2022.
• Liberal and progressive users have reportedly been shadowbanned, particularly for content on abortion or material contradicting the site's narrative.
• Sexual content remains prohibited, and the platform's terms of service grant broad discretion over what is deemed inappropriate.
• The app was initially banned from Google Play due to violations of policies on physical threats and incitement to violence, only gaining approval after strengthening moderation policies.

Misinformation and AI-generated content

Truth Social has become a vector for political attacks, conspiracy theories, and health misinformation, often amplified by AI-generated content:

• Donald Trump has posted manipulated videos and deepfake images to mock political rivals and enhance his own image, often without disclosure that content is synthetic.
• One high-profile controversy involved the promotion of "medbeds," a fictitious healing technology, through a deepfake video, sparking both user speculation and potential scams.
• Users have circulated dubious health claims, including ivermectin, hydroxychloroquine, "vitamin B17," and "Indian black salve."
• Extremist activity has occurred on the platform, with posts preceding real-world threats or attacks and verified accounts of far-right figures.
• Comparison with other social media platforms
• Truth Social differs from mainstream platforms in several ways:
• Its audience is highly ideologically homogenous and politically extreme, creating an echo chamber effect.
• Financially, it is far smaller and less profitable, relying on niche advertising versus the broad revenue streams of platforms like Twitter/X, Facebook, or Instagram.
• It heavily utilizes AI-generated content for political messaging, whereas mainstream platforms have more robust content labeling and moderation systems.
• Technical infrastructure and user retention are weaker, with smaller active user numbers and lower engagement rates.

Truth Social is a politically oriented, alt-tech social media platform with a conservative, Trump-loyal user base. Despite being marketed as a free-speech alternative, it faces financial instability, operational challenges, regulatory scrutiny, and widespread criticism over content moderation and misinformation.

Its niche focus, combined with extensive AI-generated content and health and political falsehoods, sets it apart from mainstream social media, while limiting its broader appeal.