A new survey conducted by UNESCO revealed that only one third (36.9%) of digital influencers verify information before sharing it with their followers. Of the 63.1% who admitted not verifying the accuracy of facts prior to dissemination, 33.5% reported that if they trusted the source or creator, they would share the content without checking. Another 15.8% only share content they find entertaining or useful without checking its authenticity, and 13.2% verify the truth only when it comes to news.
The ‘Behind the Screens’ survey also highlighted that the main criterion used by content creators to assess source credibility is engagement, as 41.7% of them use likes and views as parameters. Another 20.6% trust content when it’s shared by trusted friends or experts, while 19.4% rely on the source’s reputation regarding the subject. Only 17% consider documentation and evidence supporting the disseminated information essential.
Considering that more and more people are informed and influenced by digital influencers, the above figures highlight the need for special attention to topics disseminated by opinion leaders. According to Fabio Gonçalves, Director of International Talent at Viral Nation and an expert in the influencer marketing market, influencers’ failure to verify shared information creates a ripple effect of misinformation that can undermine public trust in both the creator and the brands they represent.
‘By spreading unverified content, the negative impact can extend to social and cultural issues, fueling falsehoods that perpetuate misconceptions and harm public discourse. When influencers share content without verifying its accuracy, they risk not only their reputation but also the trust built with their followers. This can lead to a credibility crisis that, in the long run, affects the entire influencer marketing ecosystem, driving away brands and strategic partnerships,’ he explains.
According to the expert, influencers need to position themselves as responsible information agents: ‘This way, they can assure followers that shared content is backed by reliable and verified sources. Incorporating the habit of fact-checking daily posts and consulting experts on sensitive topics are essential steps to avoid the risk of misinformation.’
Fabio adds that agencies and platforms play a crucial role in guiding influencers to adopt ethical practices through training programs, clear digital responsibility guidelines, and ongoing support. According to the expert, agencies have a commitment to combat the spread of fake news alongside influencers.
‘At Viral Nation, our role goes beyond connecting brands and creators; we are a reference in the industry precisely because we equip our talent with training on digital ethics, communication responsibility, and the importance of fact-checking before sharing. We believe well-prepared influencers not only strengthen their own reputations but also raise industry standards, building trust with their audiences and partner brands. At the same time, we are also concerned with the reputation of the brands themselves. This is why we developed Viral Nation Secure, abrand safetytool designed to meet the needs of medium and large companies in selecting influencers more safely and efficiently. It can analyze the entire public history of content creators based on risk criteria tailored to each brand’s needs, making the selection process faster, safer, and aligned with the company’s values,’ he concludes.
METHODOLOGY
Conducted by a research team from Bowling Green State University, UNESCO’s ‘Behind the Screens’ report was carried out between August and September 2024. The study used two methods, starting with an online survey in 8 languages, gathering responses from 500 content creators across 45 countries and territories. Follow-up interviews with 20 digital content creators were then conducted to obtain more detailed qualitative insights into their content creation practices and the challenges they face.
For this study, digital content creators are defined as individuals who regularly publish content online for public consumption and have over 1,000 followers, representing the minimum threshold to be considered nano-influencers.
