Recent studies showing temporal changes in local and regional insect populations received exaggerated global media coverage. Confusing and inaccurate science communication on this important issue could have counterproductive effects on public support for insect conservation. The insect apocalypse narrative is fuelled by a limited number of studies that are restricted geographically (predominantly the United Kingdom, Europe, the United States) and taxonomically (predominantly some bees, macrolepidoptera, and ground beetles). Biases in sampling and analytical methods (e.g., categorical versus continuous time series, different diversity metrics) limit the relevance of these studies as evidence of generalized global insect decline. Rather, the value of this research lies in highlighting important areas for priority investment. We summarize research, communication, and policy priorities for evidence-based insect conservation, including key areas of knowledge to increase understanding of insect population dynamics. Importantly, we advocate for a balanced perspective in science communication to better serve both public and scientific interests.