Viral yet vulnerable: the double-edged impact of social media on primate conservation

Abstract The intersection of social media and wildlife conservation has created new challenges and opportunities for shaping public perception, guiding responsible engagement and influencing conservation outcomes for primates, whose human-like traits make them highly engaging subjects. While digital platforms have the potential to broaden awareness, build conservation education, and increase funding, they also propagate content that distorts public perception and promotes harmful behaviors, such as primate pet ownership and exploitation. This paper critically examines the dual impact of social media on primate conservation, exploring how engagement-driven algorithms amplify both harmful and helpful content. Drawing on recent case studies and peer-reviewed literature, it highlights how digital media shapes public understanding, enables species exploitation, and simultaneously supports ethical campaigns and funding efforts. The paper contributes new strategies for ethical digital conservation, including platform regulation, influencer engagement, and digital literacy—areas seldom integrated within primate conservation discourse. As digital media continues to shape human-wildlife relationships, confronting its paradoxes is essential for ensuring the future of primates in a hyperconnected world.