A new study 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 the facts prior to disclosure, 33.5% reported that, if they trusted the source or the creator, they would share the content without verifying it. Another 15.8% only share content they find funny 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 the credibility of sources is engagement, as 41.7% of them use likes and views as parameters. Another 20.6% trust the content when it is shared by friends or trusted experts, while 19.4% rely on the reputation of the source on a particular subject. Only 17% consider documentation and evidence supporting the disseminated content to be fundamental.
Considering that more and more people are being informed and influenced by digital influencers, the numbers highlighted above indicate the need for special attention to the topics disseminated by opinion leaders. According to Fabio Gonçalves, the international talent director at Viral Nation and an expert in the influencer marketing industry, the lack of verification of information shared by influencers creates a cascade effect of misinformation that can undermine the public's trust in the creator and the brands they represent.
“By spreading unverified content, the negative impact can extend to social and cultural issues, fueling untruths that perpetuate misconceptions and harm public dialogue. When influencers share content without checking its veracity, they put at risk not only their reputation, but also the relationship of trust built with their followers. This can generate a credibility crisis that, in the long term, affects the entire influencer marketing ecosystem, driving brands and strategic partnerships away,” he explains.
According to the professional, influencers need to position themselves as responsible agents of information: “This way, they can guarantee to their followers that the content they share is backed by reliable and verified sources. Incorporating the habit of checking the veracity of what is being shared on a daily basis and consulting experts on sensitive topics are essential steps to avoid the risk of misinformation.”
Fabio also says that agencies and platforms play a key role in guiding influencers in adopting ethical practices, with training programs, clear guidelines on digital responsibility, and ongoing support. According to the specialist, agencies are committed to combating the spread of fake news alongside influencers.
At Viral Nation, our role goes beyond connecting brands and creators; we are a benchmark in the industry precisely because we empower our talents with training on digital ethics, responsible communication, and the importance of verifying information before sharing it. We believe that well-prepared influencers not only strengthen their own reputations but also raise industry standards, building a relationship of trust with their audiences and partner brands. At the same time, we also care about the reputation of the brands themselves. That's why we developed Viral Nation Secure, a tool forbrand safetywhich aims to help medium and large-sized companies choose influencers more safely and efficiently. He is able to 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
Led by a research team from Bowling Green State University, the UNESCO report "Behind the Screens" was conducted between August and September 2024. The study used two methods, the first being an online survey in 8 languages, with responses from 500 content creators from 45 countries and territories. Next, interviews were conducted with 20 digital content creators to gather 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 more than a thousand followers, which represents the minimum threshold to be considered nano-influencers.
