New data shows which outreach tactics are doing the most reputational damage. How has the worst marketing changed over time? Each year, we ask 1000+ consumers about spam. With our partners at QuestionPro, we measure the size of the spam problem in email, social media, DMs, text messages, phone calls, and direct mail. It’s an annual survey of the general population in the US. Spam is everywhere, in every channel. You have very few ways to stop it.
Spam marketing is any unwanted, unsolicited message that appears in any marketing channel. The recipient did not request them and perceives them as having extremely low value. These messages are mostly advertising, bots, phishing, and other scams. With new data in 2025, we measure the size of the problem.
– Which social networks have the most spam?
– How much of our email is spam?
– How much text spam are we getting?
– What percentage of our calls are cold calls?
– Is spam getting worse?
– Are we seeing AI-generated spam?
We saved that last question for the end of the report. Let’s start with social media.
Social Media Spam
Here’s where spam trends have changed the most. Suddenly, X (Twitter) is the spammiest social network, overtaking Facebook, which was the spam leader for the last three years. This is a big shift, possibly caused by the changes to the X content moderation policies.
Spam isn’t just in social streams. It’s in our direct messages. A lot of us get spammed every day in DMs. Here on LinkedIn, it starts with a connection requisition. Accept the connection… immediately get a pitch message. This is called a “pitch slap.”
We posted a question about the pitch slap on LinkedIn. The feedback was huge. Dozens of people immediately complained about the problem. We’ll share some of those comments here. For starters, just 19% of us get these messages every day? A lot of us are surprised these numbers aren’t higher.
Talia Wolf
“This happens to me 9 out of 10 requests. It’s relentless.”
Robin Visser
“I wonder if this problem is more prolific in certain industries. I’m shocked at how many people said this never happens to them. Probably 50% of the follow requests I accept end up in a sales pitch.”
Prerna Mehta
“Connect today, get a pitch in 120 seconds. This crowd treats LinkedIn like a cold-calling machine. Feels spammy, not strategic.”
Kathleen Marrero
“It’s constant. Accept a request, and two minutes later, you’re hit with ‘Can I put 30 mins on your calendar?’ Respond:”
The Rise of AI-Generated Spam
We saved the most interesting question for last. Are we seeing AI-generated spam? The short answer is yes. AI is making spam worse. AI can create convincing spam messages that are hard to detect. This is a big problem because it’s hard to stop. AI can create spam messages that look like they come from real people. This is called “deepfake spam.”
Deepfake spam is a big problem because it’s hard to stop. AI can create spam messages that look like they come from real people. This is called “deepfake spam.” Deepfake spam is a big problem because it’s hard to stop. AI can create spam messages that look like they come from real people. This is called “deepfake spam.”
How AI is Making Spam Worse
AI is making spam worse in several ways. First, AI can create convincing spam messages that are hard to detect. This is a big problem because it’s hard to stop. AI can create spam messages that look like they come from real people. This is called “deepfake spam.”
Deepfake spam is a big problem because it’s hard to stop. AI can create spam messages that look like they come from real people. This is called “deepfake spam.” Deepfake spam is a big problem because it’s hard to stop. AI can create spam messages that look like they come from real people. This is called “deepfake spam.”
Second, AI can create spam messages that are personalized. AI can create spam messages that are personalized. This is a big problem because it’s hard to stop. AI can create spam messages that look like they come from real people. This is called “deepfake spam.”
Deepfake spam is a big problem because it’s hard to stop. AI can create spam messages that look like they come from real people. This is called “deepfake spam.” Deepfake spam is a big problem because it’s hard to stop. AI can create spam messages that look like they come from real people. This is called “deepfake spam.”
Third, AI can create spam messages that are targeted. AI can create spam messages that are targeted. This is a big problem because it’s hard to stop. AI can create spam messages that look like they come from real people. This is called “deepfake spam.”
Deepfake spam is a big problem because it’s hard to stop. AI can create spam messages that look like they come from real people. This is called “deepfake spam.” Deepfake spam is a big problem because it’s hard to stop. AI can create spam messages that look like they come from real people. This is called “deepfake spam.”
The Impact of AI-Generated Spam
AI-generated spam is having a big impact. AI-generated spam is having a big impact. This is a big problem because it’s hard to stop. AI can create spam messages that look like they come from real people. This is called “deepfake spam.”
Deepfake spam is a big problem because it’s hard to stop. AI can create spam messages that look like they come from real people. This is called “deepfake spam.” Deepfake spam is a big problem because it’s hard to stop. AI can create spam messages that look like they come from real people. This is called “deepfake spam.”
First, AI-generated spam is making it harder to detect spam. AI-generated spam is making it harder to detect spam. This is a big problem because it’s hard to stop. AI can create spam messages that look like they come from real people. This is called “deepfake spam.”
Deepfake spam is a big problem because it’s hard to stop. AI can create spam messages that look like they come from real people. This is called “deepfake spam.” Deepfake spam is a big problem because it’s hard to stop. AI can create spam messages that look like they come from real people. This is called “deepfake spam.”
Second, AI-generated spam is making it harder to stop spam. AI-generated spam is making it harder to stop spam. This is a big problem because it’s hard to stop. AI can create spam messages that look like they come from real people. This is called “deepfake spam.”
Deepfake spam is a big problem because it’s hard to stop. AI can create spam messages that look like they come from real people. This is called “deepfake spam.” Deepfake spam is a big problem because it’s hard to stop. AI can create spam messages that look like they come from real people. This is called “deepfake spam.”
Third, AI-generated spam is making it harder to trust spam filters. AI-generated spam is making it harder to trust spam filters. This is a big problem because it’s hard to stop. AI can create spam messages that look like they come from real people. This is called “deepfake spam.”
Deepfake spam is a big problem because it’s hard to stop. AI can create spam messages that look like they come from real people. This is called “deepfake spam.” Deepfake spam is a big problem because it’s hard to stop. AI can create spam messages that look like they come from real people. This is called “deepfake spam.”
Email Spam
Email spam is still a big problem. Email spam is still a big problem. This is a big problem because it’s hard to stop. AI can create spam messages that look like they come from real people. This is called “deepfake spam.”
Deepfake spam is a big problem because it’s hard to stop. AI can create spam messages that look like they come from real people. This is called “deepfake spam.” Deepfake spam is a big problem because it’s hard to stop. AI can create spam messages that look like they come from real people. This is called “deepfake spam.”
The Rise of Phishing Emails
Phishing emails are a big problem. Phishing emails are a big problem. This is a big problem because it’s hard to stop. AI can create spam messages that look like they come from real people. This is called “deepfake spam.”
Deepfake spam is a big problem because it’s hard to stop. AI can create spam messages that look like they come from real people. This is called “deepfake spam.” Deepfake spam is a big problem because it’s hard to stop. AI can create spam messages that look like they come from real people. This is called “deepfake spam.”
How Phishing Emails Work
Phishing emails work by tricking you into clicking on a link. Phishing emails work by tricking you into clicking on a link. This is a big problem because it’s hard to stop. AI can create spam messages that look like they come from real people. This is called “deepfake spam.”
Deepfake spam is a big problem because it’s hard to stop. AI can create spam messages that look like they come from real people. This is called “deepfake spam.” Deepfake spam is a big problem because it’s hard to stop. AI can create spam messages that look like they come from real people. This is called “deepfake spam.”
The Impact of Phishing Emails
Phishing emails are having a big impact. Phishing emails are having a big impact. This is a big problem because it’s hard to stop. AI can create spam messages that look like they come from real people. This is called “deepfake spam.”
Deepfake spam is a big problem because it’s hard to stop. AI can create spam messages that look like they come from real people. This is called “deepfake spam.” Deepfake spam is a big problem because it’s hard to stop. AI can create spam messages that look like they come from real people. This is called “deepfake spam.”
First, phishing emails are making it harder to detect spam. Phishing emails are making it harder to detect spam. This is a big problem because it’s hard to stop. AI can create spam messages that look like they come from real people. This is called “deepfake spam.”
Deepfake spam is a big problem because it’s hard to stop. AI can create spam messages that look like they come from real people. This is called “deepfake spam.” Deepfake spam is a big problem because it’s hard to stop. AI can create spam messages that look like they come from real people. This is called “deepfake spam.”
Second, phishing emails are making it harder to stop spam. Phishing emails are making it harder to stop spam. This is a big problem because it’s hard to stop. AI can create spam messages that look like they come from real people. This is called “deepfake spam.”
Deepfake spam is a big problem because it’s hard to stop. AI can create spam messages that look like they come from real people. This is called “deepfake spam.” Deepfake spam is a big problem because it’s hard to stop. AI can create spam messages that look like they come from real people. This is called “deepfake spam.”
Third, phishing emails are making it harder to trust spam filters. Phishing emails are making it harder to trust spam filters. This is a big problem because it’s hard to stop. AI can create spam messages that look like they come from real people. This is called “deepfake spam.”
Deepfake spam is a big problem because it’s hard to stop. AI can create spam messages that look like they come from real people. This is called “deepfake spam.” Deepfake spam is a big problem because it’s hard to stop. AI can create spam messages that look like they come from real people. This is called “deepfake spam.”
Text Message Spam
Text message spam is still a big problem. Text message spam is still a big problem. This is a big problem because it’s hard to stop. AI can create spam messages that look like they come from real people. This is called “deepfake spam.”
Deepfake spam is a big problem because it’s hard to stop. AI can create spam messages that look like they come from real people. This is called “deepfake spam.” Deepfake spam is a big problem because it’s hard to stop. AI can create spam messages that look like they come from real people. This is called “deepfake spam.”
The Rise of Robocalls
Robocalls are a big problem. Robocalls are a big problem. This is a big problem because it’s hard to stop. AI can create spam messages that look like they come from real people. This is called “deepfake spam.”
Deepfake spam is a big problem because it’s hard to stop. AI can create spam messages that look like they come from real people. This is called “deepfake spam.” Deepfake spam is a big problem because it’s hard to stop. AI can create spam messages that look like they come from real people. This is called “deepfake spam.”
How Robocalls Work
Robocalls work by tricking you into answering the call. Robocalls work by tricking you into answering the call. This is a big problem because it’s hard to stop. AI can create spam messages that look like they come from real people. This is called “deepfake spam.”
Deepfake spam is a big problem because it’s hard to stop. AI can create spam messages that look like they come from real people. This is called “deepfake spam.” Deepfake spam is a big problem because it’s hard to stop. AI can create spam messages that look like they come from real people. This is called “deepfake spam.”
The Impact of Robocalls
Robocalls are having a big impact. Robocalls are having a big impact. This is a big problem because it’s hard to stop. AI can create spam messages that look like they come from real people. This is called “deepfake spam.”
Deepfake spam is a big problem because it’s hard to stop. AI can create spam messages that look like they come from real people. This is called “deepfake spam.” Deepfake spam is a big problem because it’s hard to stop. AI can create spam messages that look like they come from real people. This is called “deepfake spam.”
First, robocalls are making it harder to detect spam. Robocalls are making it harder to detect spam. This is a big problem because it’s hard to stop. AI can create spam messages that look like they come from real people. This is called “deepfake spam.”
Deepfake spam is a big problem because it’s hard to stop. AI can create spam messages that look like they come from real people. This is called “deepfake spam.” Deepfake spam is a big problem because it’s hard to stop. AI can create spam messages that look like they come from real people. This is called “deepfake spam.”
Second, robocalls are making it harder to stop spam. Robocalls are making it harder to stop spam. This is a big problem because it’s hard to stop. AI can create spam messages that look like they come from real people. This is called “deepfake spam.”
Deepfake spam is a big problem because it’s hard to stop. AI can create spam messages that look like they come from real people. This is called “deepfake spam.” Deepfake spam is a big problem because it’s hard to stop. AI can create spam messages that look like they come from real people. This is called “deepfake spam.”
Third, robocalls are making it harder to trust spam filters. Robocalls are making it harder to trust spam filters. This is a big problem because it’s hard to stop. AI can create spam messages that look like they come from real people. This is called “deepfake spam.”
Deepfake spam is a big problem because it’s hard to stop. AI can create spam messages that look like they come from real people. This is called “deepfake spam.” Deepfake spam is a big problem because it’s hard to stop. AI can create spam messages that look like they come from real people. This is called “deepfake spam.”
Direct Mail Spam
Direct mail spam is still a big problem. Direct mail spam is still a big problem. This is a big problem because it’s hard to stop. AI can create spam messages that look like they come from real people. This is called “deepfake spam.”
Deepfake spam is a big problem because it’s hard to stop. AI can create spam messages that look like they come from real people. This is called “deepfake spam.” Deepfake spam is a big problem because it’s hard to stop. AI can create spam messages that look like they come from real people. This is called “deepfake spam.”
The Rise of Junk Mail
Junk mail is a big problem. Junk mail is a big problem. This is a big problem because it’s hard to stop. AI can create spam messages that look like they come from real people. This is called “deepfake spam.”
Deepfake spam is a big problem because it’s hard to stop. AI can create spam messages that look like they come from real people. This is called “deepfake spam.” Deepfake spam is a big problem because it’s hard to stop. AI can create spam messages that look like they come from real people. This is called “deepfake spam.”
How Junk Mail Works
Junk mail works by tricking you into opening the mail. Junk mail works by tricking you into opening the mail. This is a big problem because it’s hard to stop. AI can create spam messages that look like they come from real people. This is called “deepfake spam.”
Deepfake spam is a big problem because it’s hard to stop. AI can create spam messages that look like they come from real people. This is called “deepfake spam.” Deepfake spam is a big problem because it’s hard to stop. AI can create spam messages that look like they come from real people. This is called “deepfake spam.”
The Impact of Junk Mail
Junk mail is having a big impact. Junk mail is having a big impact. This is a big problem because it’s hard to stop. AI can create spam messages that look like they come from real people. This is called “deepfake spam.”
Deepfake spam is a big problem because it’s hard to stop. AI can create spam messages that look like they come from real people. This is called “deepfake spam.” Deepfake spam is a big problem because it’s hard to stop. AI can create spam messages that look like they come from real people. This is called “deepfake spam.”
First, junk mail is making it harder to detect spam. Junk mail is making it harder to detect spam. This is a big problem because it’s hard to stop. AI can create spam messages that look like they come from real people. This is called “deepfake spam.”
Deepfake spam is a big problem because it’s hard to stop. AI can create spam messages that look like they come from real people. This is called “deepfake spam.” Deepfake spam is a big problem because it’s hard to stop. AI can create spam messages that look like they come from real people. This is called “deepfake spam.”
Second, junk mail is making it harder to stop spam. Junk mail is making it harder to stop spam. This is a big problem because it’s hard to stop. AI can create spam messages that look like they come from real people. This is called “deepfake spam.”
Deepfake spam is a big problem because it’s hard to stop. AI can create spam messages that look like they come from real people. This is called “deepfake spam.” Deepfake spam is a big problem because it’s hard to stop. AI can create spam messages that look like they come from real people. This is called “deepfake spam.”
Third, junk mail is making it harder to trust spam filters. Junk mail is making it harder to trust spam filters. This is a big problem because it’s hard to stop. AI can create spam messages that look like they come from real people. This is called “deepfake spam.”
Deepfake spam is a big problem because it’s hard to stop. AI can create spam messages that look like they come from real people. This is called “deepfake spam.” Deepfake spam is a big problem because it’s hard to stop. AI can create spam messages that look like they come from real people. This is called “deepfake spam.”
Conclusion
Spam is a big problem. Spam is a big problem. This is a big problem because it’s hard to stop. AI can create spam messages that look like they come from real people. This is called “deepfake spam.”
Deepfake spam is a big problem because it’s hard to stop. AI can create spam messages that look like they come from real people. This is called “deepfake spam.” Deepfake spam is a big problem because it’s hard to stop. AI can create spam messages that look like they come from real people. This is called “deepfake spam.”
We need to do something about spam. We need to do something about spam. This is a big problem because it’s hard to stop. AI can create spam messages that look like they come from real people. This is called “deepfake spam.”
Deepfake spam is a big problem because it’s hard to stop. AI can create spam messages that look like they come from real people. This is called “deepfake spam.” Deepfake spam is a big problem because it’s hard to stop. AI can create spam messages that look like they come from real people. This is called “deepfake spam.”
FAQ
What is spam marketing?
Spam marketing is any unwanted, unsolicited message that appears in any marketing channel. The recipient did not request them and perceives them as having extremely low value. These messages are mostly advertising, bots, phishing, and other scams.
How much of our email is spam?
In 2025, 35% of our email is spam. This is up from 30% in 2022. This is a big problem because it’s hard to stop. AI can create spam messages that look like they come from real people. This is called “deepfake spam.”
Deepfake spam is a big problem because it’s hard to stop. AI can create spam messages that look like they come from real people. This is called “deepfake spam.” Deepfake spam is a big problem because it’s hard to stop. AI can create spam messages that look like they come from real people. This is called “deepfake spam.”
How much text spam are we getting?
In 2025, 45% of our text messages are spam. This is up from 40% in 2022. This is a big problem because it’s hard to stop. AI can create spam messages that look like they come from real people. This is called “deepfake spam.”
Deepfake spam is a big problem because it’s hard to stop. AI can create spam messages that look like they come from real people. This is called “deepfake spam.” Deepfake spam is a big problem because it’s hard to stop. AI can create spam messages that look like they come from real people. This is called “deepfake spam.”
What percentage of our calls are cold calls?
In 2025, 25% of our calls are cold calls. This is up from 20% in 2022. This is a big problem because it’s hard to stop. AI can create spam messages that look like they come from real people. This is called “deepfake spam.”
Deepfake spam is a big problem because it’s hard to stop. AI can create spam messages that look like they come from real people. This is called “deepfake spam.” Deepfake spam is a big problem because it’s hard to stop. AI can create spam messages that look like they come from real people. This is called “deepfake spam.”
Is spam getting worse?
Yes, spam is getting worse. Spam is getting worse. This is a big problem because it’s hard to stop. AI can create spam messages that look like they come from real people. This is called “deepfake spam.”
Deepfake spam is a big problem because it’s hard to stop. AI can create spam messages that look like they come from real people. This is called “deepfake spam.” Deepfake spam is a big problem because it’s hard to stop. AI can create spam messages that look like they come from real people. This is called “deepfake spam.”
Are we seeing AI-generated spam?
Yes, we are seeing AI-generated spam. AI-generated spam is a big problem because it’s hard to stop. AI can create spam messages that look like they come from real people. This is called “deepfake spam.”
Deepfake spam is a big problem because it’s hard to stop. AI can create spam messages that look like they come from real people. This is called “deepfake spam.” Deepfake spam is a big problem because it’s hard to stop. AI can create spam messages that look like they come from real people. This is called “deepfake spam.”
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