Cruelty for Clicks: The Shocking Scale of Animal Abuse on Social Media

Amanda Yonica - AfA Social Media Animal Cruelty Coalition
2 days ago
6 min read

Every day, animal abuse is filmed, shared, and monetised on social media. It’s a silent epidemic, and it’s happening in plain sight.

In 2024, SMACC (Social Media Animal Cruelty Coalition) analysed over 83,000 links to online cruelty content. These reports, submitted by the public and researchers, reveal a disturbing truth: some of the world’s biggest tech companies are failing to stop animal abuse from thriving on their platforms.

These results are a call to action. The time for platforms to clean up cruelty content is long overdue.

MORE THAN 11 DIGITAL PLATFORMS WERE REPORTED THROUGHOUT 2024, MAKING UP A TOTAL OF 83,022 ANIMAL CRUELTY LINKS

We identified 83,022 links containing animal cruelty content across more than 11 digital platforms. While some were found on messaging apps like Telegram and Snapchat, the overwhelming majority came from major platforms like TikTok, YouTube, and especially Meta-owned Facebook, which stood out as the most frequently reported platform by a wide margin.

The cruelty captured in these posts took many forms. Some were graphic and direct, while others were more subtle but equally harmful - such as animals kept in filthy conditions or forced to perform for entertainment. The victims ranged from companion animals to wildlife, and disturbingly, some content featured protected species like orangutans and tigers.

Public reporting data

“87.5% OF THE 80,000+ ANIMAL CRUELTY LINKS REPORTED BY THE PUBLIC CAME FROM FACEBOOK”

Of the 83,000+ links, more than 80,000 were submitted by members of the public - a clear sign that people across the globe are deeply concerned about this issue. These users didn't just report content - they often included detailed information that helped us track trends and identify recurring patterns.

From this powerful dataset, Facebook emerged as the most reported platform, accounting for 87.5% of all public reports. Among the most common themes were monkey abuse driven by hate, followed by deliberate physical abuse, and the keeping of wild animals as pets.

Researcher reporting data

So what about the rest of the links?

Our researchers examined 2,050 cruelty links in greater detail, revealing even more about how animal abuse plays out online. Once again, Facebook hosted more than half of the analysed content, followed by YouTube (30%) and TikTok (14%).

These posts were traced to accounts from 28 countries across four continents. But we advise caution - locations can easily be faked, and the motivation behind this manipulation remains unclear.

By early 2025, nearly one-third of these posts had been taken down by platforms. This shows that pressure and reporting can work, but clearly, it's not enough on its own.

Across seven platforms, our researchers identified 16 recurring cruelty themes. The most common was animals used as entertainers, followed by deliberate physical abuse and wild animals kept as pets. These findings closely mirrored the public submissions, highlighting the consistency of abuse across different sources.

“Animal cruelty often features infant animals without their mothers, handled roughly and kept in inappropiate living conditions"

Many of the videos shared online showed deeply distressing forms of cruelty, infant animals taken from their mothers, handled roughly, and kept in poor conditions. These acts may not always look violent at first glance, but to those with animal welfare knowledge, they are unmistakable signs of abuse.

It’s no surprise that mammals were the most targeted group, especially primates, dogs, and cats, animals often kept or interacted with by humans, yet frequently placed in unsafe or exploitative environments.

From a conservation perspective, the implications are serious. Over 12% of the animals featured were listed on the IUCN Red List as Vulnerable (VU), Endangered (EN), or Critically Endangered (CR). This proves that no species is safe from online cruelty - even those already at risk of extinction.

Discussion

So, what do these numbers really tell us?

First, the high volume of links submitted by the public reflects just how readily accessible animal cruelty content is on social media. Many people encounter this content by chance - and unfortunately, the more they engage with it, whether out of shock, curiosity, or outrage, the more likely the platform’s algorithm is to serve them similar posts. The fact that so many users took the time to report what they saw to SMACC is a strong indication of how deeply concerned the public is about this issue.

Second, despite increasing competition from newer apps, Facebook remains one of the world’s most widely used platforms, making it an easy entry point for cruelty content. The large number of reports linked to Facebook doesn’t necessarily mean the platform hosts more cruelty than others, but it does raise serious concerns. For a company that has long dominated the social media space, Facebook continues to show worryingly weak enforcement when it comes to animal cruelty. Its current moderation policies largely focus on extreme physical violence that leads to death, while overlooking less obvious yet harmful content - including psychological trauma, maternal separation, and exploitative entertainment.

Finally, the wide range of species involved in these posts serves as a sobering reminder: online animal cruelty can happen anywhere, at any time. With a smartphone in nearly every pocket, it’s easy for anyone to film a striking moment - or even stage cruelty for attention. Tragically, animals all too often become the unwilling subjects of this digital spectacle.

Real-World Consequences

Online animal cruelty doesn’t just harm animals - it’s also linked to broader social concerns that affect the people who view, engage with, or are influenced by this content.

One recent breakthrough was the global crackdown on monkey torture networks, which marked a major win for animal protection groups. These prosecutions signaled a serious response from law enforcement and demonstrated what’s possible when multiple stakeholders - governments, NGOs, and the public - work together. Animal cruelty is not just morally unacceptable, it’s also illegal in many countries around the world.

Wildlife cruelty content, in particular, sends a deeply harmful message. Wild animals naturally belong in rural, wild habitats, not in people’s homes or on social media feeds. Yet viral videos that show wild animals kept as pets or interacting closely with humans mislead viewers. They suggest that these animals can be caught, sold, traded, or owned, fuelling the demand for the illegal wildlife trade and undermining conservation efforts.

In recent years, growing research and legal recognition have affirmed a troubling link: exposure to animal cruelty is associated with increased tolerance for violence, and in some cases, may even lead to escalation into real-world abuse, not just toward animals, but also humans. Consuming this kind of content can desensitise viewers over time. Even more worrying, it may encourage younger or impressionable audiences to see cruelty as entertainment rather than something ethically and legally wrong. That’s why nation states such as the United Kingdom, the European Union, and even the United Nations Committee on the Rights of the Child have begun to treat this issue with the seriousness it deserves.

Finally, this kind of content spreads dangerous misinformation. From unsafe animal handling practices to the glorification of exploitative behaviors, animal cruelty online creates a distorted view of how animals should be treated. While it may not receive the same scrutiny as political misinformation, it is no less harmful. Social media platforms have a clear responsibility to moderate the way animal-related content is shared, just as they do with other forms of harmful information.

What is SMACC doing?

SMACC is leading a global effort to track, expose, and end animal cruelty online. We work with animal protection groups and digital experts to gather evidence, analyse trends, and pressure platforms to enforce their own policies.

Through coordinated advocacy, direct engagement with tech companies, and public awareness campaigns, we are demanding lasting change, to ensure that animals are no longer exploited for likes, shares, or profit. SMACC also supports the development of clearer platform guidelines and stronger reporting mechanisms to help users flag abusive content more effectively. By amplifying the voices of concerned citizens and frontline rescuers, we are building a movement that not only holds platforms accountable but also champions a safer, more compassionate digital space for all animals.

Take Action

This report reveals the shocking truth: social media giants are letting animal abuse thrive on their platforms. From monkey torture to the suffering of endangered species, this cruelty is being filmed, shared, and in some cases, monetised, and it's happening on a massive scale.

But we can fight back.

SMACC is working every day to track this abuse, pressure tech companies to act, and demand stronger protections for animals. Your support makes this work possible.

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