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Undercover voters project launches in Wales
A BBC Wales journalist will monitor the social media activity of six fictional voters in the lead-up to the 7 May Senedd election, aiming to reveal how online content shapes political perspectives.
How the experiment works
The profiles-Lauren, Paul, Claire, Rohan, Siân, and David-were developed using data from the National Centre for Social Research (NatCen) and represent distinct voter groups across Wales. Each has been assigned a Welsh constituency and tailored interests to reflect real-world diversity.
While the accounts do not post or follow others, they engage with content by liking posts, watching videos, and interacting with pages. The goal is to observe how algorithms curate political and news content for different demographics.
Why social media matters in Welsh politics
According to Ofcom's 2025 News Consumption Survey, 52% of Welsh adults use social media as a news source. Facebook ranks second only to BBC One, with Instagram, YouTube, and TikTok also among the top 10 platforms.
However, these platforms host a mix of news outlets, influencers, commentators, and political groups, making it difficult to verify information. Recent investigations by BBC Wales uncovered political deepfakes circulating on Facebook, highlighting the challenges of digital misinformation.
Profiles designed to reflect Welsh electorate
NatCen's research identified six broad voter categories, which the BBC expanded into detailed personas. Each profile includes age, occupation, beliefs, and location, with AI-generated images to maintain anonymity.
"This isn't a scientific study, but it offers a snapshot of how algorithms tailor content to different users," the journalist noted. The experiment will track feeds on YouTube, Facebook, TikTok, Snapchat, Instagram, and X.
What to expect in the coming weeks
The project will run until election day, with updates on how each voter's feed evolves. The journalist will highlight notable trends, such as the prevalence of political ads, misinformation, or partisan content.
"I'm particularly interested in how these platforms influence perceptions of the election," they said. "We'll see if certain narratives dominate or if voters encounter conflicting information."
Public invited to engage with party leaders
BBC Wales' Your Voice Live: Ask the Leader events will give voters the chance to question party leaders directly. The Welsh Conservatives, Plaid Cymru, and Welsh Liberal Democrats will appear in Haverfordwest on 8 April, while Welsh Labour, Reform UK, and the Wales Green Party will take questions in Llandudno on 15 April.
