Content moderation is one of the most costly activities and departments in today’s digital platforms.

The investment volumes in content moderation are pretty staggering: in the case of marketplace platforms with listings, that can reach more than a couple hundreds of millions of dollars each year. There are news of a certain social media platform that spent more than $15 billion dollars to fight fake news since 2016.

It is usual that bad actors fake their identity when opening an account in digital platforms if they want to post fake content and fake listings, in the case of marketplaces and social media.

I keep wondering: Why digital platforms and trust & safety teams keep focusing most of their resources and time in fighting bad content instead of finding and blocking bad actors?

They need to do it at the identity level, not at the account or content level.

Stopping bad actors would nip the evil in the bud and save millions of dollars in content moderation.

Read about this topic in our blog: How to make Trust & Safety more cost effective.

Connect with Andre Ferraz on LinkedIn.

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