The Bandwagon Effect: How Bots, Trolls, and Climate Misinformation Gain Ground

We like to think our opinions are our own - based on facts, experience, and good judgment. But in reality, we’re more influenced by the crowd than we’d like to admit. That’s the Bandwagon Effect in action: when we see others supporting an idea, we’re more likely to adopt it ourselves. It’s human nature. The problem is, online, what looks like a crowd isn’t always real.

In the world of climate misinformation, this psychological shortcut gets used - and abused - by bots, trolls, and coordinated networks. Their goal isn’t to share an honest viewpoint. It’s to create the illusion that dangerous or misleading ideas are way more popular than they actually are.

Let’s break down how they do it - and why it works so well.

1. Repetition creates fake consensus

Bots (automated accounts) and trolls (real people pushing false or inflammatory content) know that repetition is powerful. When you see the same message over and over — “climate change is a hoax,” “scientists are biased,” “the data is fake” - it starts to feel familiar. And the more familiar it feels, the more believable it becomes. That’s the whole trick.

These actors flood social media with identical posts, hashtags, and talking points, trying to

drown out credible information. The message doesn’t have to be true. It just has to be loud - and repeated enough times to seem like “everyone” is saying it.

As Climate Information Watch makes clear, this isn’t accidental. It’s a calculated tactic meant to distort what we think is public opinion.

2. Misinformation spreads faster than facts

Let’s be honest: climate science isn’t always easy to digest. It’s complex, full of nuance, and

often comes with uncertainty. That doesn’t translate well to viral content. On the flip side,

misinformation is short, emotional, and oversimplified - perfect for clickbait, memes, and

fast-moving tweets.

This imbalance gives bots and trolls the upper hand. Their content is designed to spread quickly, while real science takes time to explain. They use the Bandwagon Effect to make views, like climate denial, seem mainstream. And when those views go viral, they start to shape how people think and what they believe.

3. The illusion of popularity influences real decisions

This isn’t just about what shows up on your feed. When the same false ideas keep circulating, they start to influence real-world conversations - in the media, in politics, and even in policy. People start to assume “a lot of people” feel this way, which can lead to delayed climate action, confusion about what’s true, and erosion of trust in scientific institutions.

It is not because people are gullible - it’s because our online spaces are engineered to favor what’s fast and popular, not what’s accurate.

What you can do

The good news? Just being aware of how the Bandwagon Effect works is a powerful first step. Don’t assume that viral = true. Ask yourself: Is this really what the majority believes, or just a few coordinated voices making a lot of noise?

Fact-check what you see. Look for credible sources. Pay attention to repetition - especially if it is emotional, extreme, or oddly everywhere. Sometimes, what looks like a movement is really just a handful of bad actors pushing an agenda.

Staying curious, skeptical, and informed is the best way to cut through the noise.