Study reveals that only a third of influencers check information before sharing it

A new UNESCO study reveals that only one-third (36.9%) of digital influencers verify information before sharing it with their followers. Of the 63.1% who admitted to not verifying the accuracy of facts prior to sharing, 33.5% stated that if they trusted the source or creator, they would share the content without checking it. Another 15.8% only share content they find entertaining or helpful, without checking its authenticity, and 13.2% only verify the truth when it comes to news. 

The "Behind the Screens" study also highlighted that the primary criterion used by content creators to assess the credibility of sources is engagement, as 41.71% of them use likes and views as parameters. Another 20.61% trust content when it's shared by friends or trusted experts, while 19.41% rely on the source's reputation on a given topic. Only 17.1% consider supporting documentation and evidence crucial for the information disseminated. 

Considering that more and more people are informed and impacted by digital influencers, the numbers highlighted above demonstrate the need for special attention to the issues disseminated by opinion leaders. According to Fabio Gonçalves, International Talent Director at Viral Nation and a specialist in the influencer marketing market, the lack of verification of information disseminated by influencers creates a cascading effect of misinformation that can compromise public trust in the creator and the brands they represent.

"By disseminating 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 they've built with their followers. This can create a credibility crisis that, in the long run, affects the entire influencer marketing ecosystem, driving away brands and strategic partnerships," she explains.

According to the professional, influencers need to position themselves as responsible information agents: "This way, they can ensure followers that shared content is backed by reliable and verified sources. Incorporating the habit of checking the veracity of what is being disseminated daily and consulting experts on sensitive topics are essential steps to avoid the risk of misinformation."

Fabio also says that agencies and platforms have a crucial role in guiding influencers toward ethical practices, through training programs, clear guidelines on digital responsibility, and ongoing support. According to the expert, agencies have a commitment to combating the spread of fake news alongside influencers. 

At Viral Nation, our role extends beyond connecting brands and creators; we are a benchmark in the industry precisely because we empower our talent with training on digital ethics, communication responsibility, and the importance of verifying information before sharing it. We believe that well-prepared influencers not only strengthen their own reputations, but also elevate 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. That's why we developed Viral Nation Secure, a tool to... Brand safety, aimed at helping medium and large-sized companies select 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 concluded.

METHODOLOGY

Conducted by a research team from Bowling Green State University, the UNESCO report "Behind the Screens" was carried out between August and September 2024. The study employed two methodologies. First, an online survey in 8 languages gathered responses from 500 content creators in 45 countries and territories. Second, interviews were conducted with 20 digital content creators to gain more in-depth 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 online content for public consumption and have over a thousand followers, which represents the minimum threshold for being considered nano-influencers.