Social media is a powerful tool for sharing information and awareness campaigns concerning environmental issues, especially as they pertain to the conservation of wild, nonhuman animals (henceforth, “animals”). This form of online engagement is a double-edged sword, however, since it can facilitate the legal and illegal trade of wild species, and promote harmful tourism encounters with wild animals. This review spans multiple disciplines and presents some key literature to date examining how public perceptions of wild animals are influenced by social media. This includes discussions of “viral” videos, “wildlife selfies,” changing trends in animal encounters at wildlife tourism destinations, and the influence of social media on the wildlife trade. Avenues for future research are suggested with urgency; the adverse effects of social media are understudied, yet bear serious consequences for the individual welfare and species conservation of wild animals.

Anthropomorphic figures of nonhuman animals are omnipresent in various forms of mass media (e.g., movies, books, and advertising). The depiction of companion and wild animals, including nonhuman primates (e.g., chimpanzees), as possessing human characteristics or behaviors can influence these animals’ desirability as companions. Ultimately, this can distort general public perception of what constitutes “normal” wild behavior, as well as the conservation status of these animals. Therefore, anthropomorphic animal representations can contribute to the spread of misleading messages that may have highly unpredictable effects. In the present review, we have highlighted various articles from the academic literature which focus on anthropomorphised animals, noting the main thematic issues. We suggest that further studies on this topic are needed to deepen such a complex and not yet clarified topic.

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Zebrafish has a complex social behavior and little is known about the role of sexual preference and their environmental social interactions. In this study we investigated the potential influence of environmental colors and shoaling preferences of zebrafish male and female populations, with a focus on visual communication. Males and females were kept for 7 days in gender-isolated tanks, with a specific habitat color for each group: green for males and red for females. After the pre-test period, all the animals were kept separated and 8 noninvasive behavioral tests were conducted in a T-maze, with the application of different visual stimuli. We did not observe any clear influence of environmental coloring on social zebrafish choices. Significant sex-related differences were found in shoaling partner preference (i.e. same sex vs. other sex, one fish vs. three fish) as follows: females showed a tendency to avoid other females and spent more time with males. Male fish did not display a preference between one or three fish stimuli and they shoaled more with another male and less with a potential sexual partner. There was an obvious difference between males and females in responses and selection of shoaling partners.

Social media has become a powerful tool for spreading information and awareness campaigns on environmental issues, especially as they pertain to the conservation of wild animals. It is a double-edged sword, however, since it also facilitates the legal and illegal trade of wild animal species as well as the propagation of ‘wild animal selfies.’  This review presents some key literature to date which concerns the impact of social media on public perceptions of animals (such as through ‘viral’ videos), changing trends in animal encounters at wildlife tourism destinations, and the wildlife trade as it is facilitated by social media. Finally, avenues for future research are suggested with urgency, since the impact of social media on the welfare and conservation of wild animal species is most likely underestimated yet bears serious consequences.