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Entrepreneurs must invest in data to lead the future, but that’s not all

The Special Report "Top Strategic Technology Trends for 2025," recently released by Gartner, provides a powerful insight into the technological future, highlighting how innovation is shaping the direction of global markets. Three crucial pillars emerge in this scenario: data analysis, information privacy, and data security. However, more than focusing on the opportunities that data offer, entrepreneurs need to address the challenges related to their protection and ethical management.

Data analysis continues to be the heart of digital transformations. Gartner's study emphasizes that by 2025, companies using predictive analytics to inform their strategies will have a significant competitive advantage. In my corporate routine, I have observed that the ability to turn data into actionable insights is essential for agile and accurate decision-making. However, this is a journey that requires not only the technological tools highlighted in the report – such as Artificial Intelligence Agents, AI Governance, or Post-Quantum Cryptography – but also an organizational culture that is truly data-driven, with qualified professionals to interpret this information.

It is also important to emphasize that there is no longer room for organizations to treat personal data as mere resources. Privacy must be integrated into the design of new products and services, respecting not only the legislation but also consumer expectations. This approach is essential to gain and maintain customer trust, an increasingly valuable asset in the digital world. Data security, in turn, remains a constant concern.

The report also predicts that by 2028, 50% of companies will begin to adopt products, services, or features specifically designed to address security use cases against disinformation. Today, that number is 5%. Safety is not just an operational requirement, but a strategic responsibility. It is imperative that organizations adopt a proactive stance, implementing solutions that protect not only their data but also that of their clients and partners.

It is worth noting that data analysis requires enormous volumes of information, but without adequate security and privacy mechanisms, the potential for harm is high. Companies must balance innovation and responsibility, ensuring that data exploitation is always ethical and secure.

Increasingly, we will see greater convergence between technology and business strategy – which is particularly relevant in the context of data, as organizations that do not treat analysis, privacy, and security as strategic priorities risk becoming irrelevant. At the same time, energy-efficient computing emerges as a strategic trend that can contribute both to cost reduction and to the improvement of organizational sustainability.

On the other hand, the adoption of these new technologies, such as neuromorphic computing and optical computing, as expected, will pose new challenges for data security. Faster and more efficient systems can amplify the risks of attacks, and organizations need to implement strict security controls to mitigate these new vulnerabilities. In an environment where consumers will increasingly be immersed in interactive digital experiences, it is essential for companies to adopt security and privacy strategies that ensure real-time data protection in dynamic environments.

In short, data quality and analysis, privacy, and information security can no longer be viewed as isolated or complementary areas. They are interconnected and essential components for the sustainability and success of companies in the digital future. The convergence of these areas will be decisive for organizations seeking to remain relevant and competitive in a constantly changing market.

With over 30 years in the IT sector, I firmly believe that we are facing a unique opportunity to redefine the standards of how we use and protect data. Therefore, we must also be committed to helping companies navigate this challenging landscape by promoting technological solutions that are both innovative and aligned with best practices in privacy and security.

The technological trends for 2025 are not just predictions. They are a call to action. It is up to us, leaders and organizations, to ensure that digital transformation is sustainable, secure, and people-centered.

Step Out of Your Comfort Zone: How Automation is Redefining Business Success

Automating processes that already work manually may seem like an unnecessary challenge for many companies. After all, why change something that "isn't broken"? This type of resistance is a common reality in organizations across various sectors, which often rely on traditional methods that work, even if not in the most efficient way possible. However, process automation represents an evolution in the corporate landscape, and ignoring it can mean falling behind in an increasingly competitive market.

The fear of the unknown, initial costs, and concerns about employee replacement are just some of the barriers that need to be overcome for companies to embrace this transformation. However, a strategic analysis reveals that the benefits outweigh the challenges.

The natural resistance to change

It is perfectly understandable that companies feel hesitant to automate processes that have been efficiently carried out for years, perhaps decades. Teams that specialized in manual tasks may feel that automation threatens their jobs, creating an environment of insecurity and resistance.

But it is important to note that automation does not seek to eliminate the human role, but rather to transform and enhance the work. Resistance often arises from a lack of understanding of what automation truly means. By relieving teams of repetitive and operational tasks, automation creates space for employees to focus on more strategic, analytical, and creative activities, delivering value in areas that truly require human intervention.

The Real Impact of Return on Investment (ROI)

One of the most cited arguments against automation is the high initial cost. In fact, implementing a robust automation solution requires time and resources, both for acquisition and ongoing maintenance. However, the central question should not be "How much does this cost?", but rather, "What is the value generated in the long term?".Well, not everything that has a price has value, and the most valuable things in life are priceless.Time is certainly one of the greatest gains returned to professionals whose activities have been automated.

By automating critical processes, companies reduce the occurrence of human errors, increase operational efficiency, and decrease the time required to complete tasks. Furthermore, the analyses show that financial returns are evident and consistent as automated processes stabilize. Companies that adopt automation in areas such as finance, customer service, and logistics may see a reduction of up to 60% in operational costs after the first 12 months of implementation.

Furthermore, automation can scale in a way that would be unthinkable for manual processes, without requiring a proportional increase in resources. This provides a competitive advantage that goes beyond financial savings: the company becomes agile, adaptable, and ready to meet increasing demand more quickly and efficiently.

Minimizing the risk of failure

Another critical point for those who resist automation is the fear that errors or system failures could cause an even greater impact than a human error. Although this risk exists, it can be drastically minimized with a well-planned and monitored implementation. An automated system can be developed to identify, report, and even automatically correct certain failures in real time, something that human work cannot achieve with the same speed and accuracy.

Constant monitoring of automated processes also ensures that in case of an error, it is corrected quickly, often before causing any significant impact. Furthermore, with AI-based automation, it is possible to predict and prevent failures before they occur, ensuring a much higher level of control than what is possible in an exclusively human environment.

Cultural Transformation: The Ultimate Challenge

Changing mindset within organizations is one of the biggest challenges for automation. The success of automation depends not only on technology but also on how people adapt to this new reality. Companies that invest in their teams' education, promoting training and workshops on the advantages and opportunities of automation, reap much greater rewards. Transparency in the implementation process and active involvement of employees are key to reducing resistance and creating an environment of collaboration

It is important to highlight that automation does not diminish the protagonism of employees; on the contrary, it enhances human capabilities, allowing the focus to be redirected to areas that require analysis, innovation, and critical thinking. This should be reinforced from the beginning of the automation project, demonstrating that employees play an essential role in the success of the transformation.

A silent revolution that cannot be ignored

Automation is not a passing trend, but a silent revolution that is already reshaping the way companies operate. The sooner companies accept this reality and adapt, the sooner they can reap the benefits of a more efficient, agile, and competitive operation.

Yes, manual processes may be functioning today, but the issue is not about the present, but about the future. Companies that hesitate to adopt automation will inevitably fall behind those that understand this transformation is not optional but essential to survive in an increasingly dynamic and demanding market.

The path to automation may have its challenges, but the results are undeniable. More than just a technological change, it is a strategic evolution that redefines the role of humans in organizations, transforming operations and creating opportunities for sustainable growth.

New Federal Revenue rule that monitors financial transactions is in effect; tax lawyer comments

A new regulation has been in force since January 1stFederal Revenuewhich determines a greatermonitoring of bank transactions. The biggest change is the monitoring of data on transactions that reach accumulated values equal to or greater than5 thousand reais for individualsand15 thousand for legal entities.

tax lawyer Mayra Saitta, from Saitta Advocacia law firm, emphasizes that the rule does not apply only to a single transaction that reaches this amount. "The norm refers to the accumulated amount throughout the month, made by Pix, credit card, bank transfers, among other payment methods."

According to the expert, this requirement aims to increase transparency and control of financial transactions by the government, and is mandatory.

“Failure to provide financial statements can result in fines and tax problems with the IRS. Therefore, this is the time for taxpayers or companies to review how they are handling payments or receipts, ensuring that everything is in compliance with the new rules,” says Saitta.

CHICOOH+ starts operating in Retail Media with the creation of RX Experience, a new area to serve advertising agencies

A CHICOOH+, media trading desk for OOH and DOOH, announced the creation of RX Experience, a new company focused on Retail Media and brand activation, aiming to integrate data, technology, and creativity. Focusing on advertising agencies, RX Experience emerges as a complete solution, ready to meet the demands of the advertising market across all regions of Brazil. The new area will be led by Rogério Barreto, a retail specialist with experience in major companies in the sector.

With over two decades of experience in retail, Rogério Barreto, operations director of RX Experience, emphasizes the potential of this new segment. Retail Media as a concept is a very broad area, it is an ecosystem with a series of particularities, specific areas, and a lot of data analysis. We will consolidate brand activations at the point of sale and offer advertising agencies a range of possibilities for brands to have direct contact with the audience. Your career includes significant stints at Carrefour, where you led the national visual merchandising department and helped implement strategies that align branding and performance in brick-and-mortar retail.

Retail Media is recognized for its ability to combine first-party data with personalization, offering an approach focused on the consumer's journey.According to the study "Latin America Retail Media Advertising Trends 2023," published by e-Marketer, Latin America is surpassing US$ 1 billion in investments in retail media advertising. This data refers to 2021, and the expectation is that it will reach $1.66 billion by the end of 2025. According to Barreto, RX's diferencial is in the complete integration of the brand experience: "RX will be a branch of activation for the rollout of campaigns for brands. Agencies will rely on our expertise."

Chico Preto, CEO of CHICOOH+, highlights the importance of this initiative: “We are building solutions that value the role of agencies in the creative and execution process. Our focus is to offer innovation and security so that campaigns can take place anywhere in Brazil.”

With RX Experience, CHICOOH+ reaffirms its commitment to the advertising market, expanding the possibilities of Retail Media and brand activation throughout Brazil. Whether in physical or digital retail, the RX Experience is ready to transform the point of sale into an engagement platform.

Start 2025 on the right foot: Infojobs expert reveals secrets to landing your dream job

With the New Year, many professionals take the opportunity for renewal to rethink their career goals and seek new opportunities in the job market. After all, the beginning of a new cycle is an excellent opportunity to plan changes, align goals, and invest in personal and professional development. But, in an increasingly competitive market, standing out requires more than a well-crafted resume: it demands strategy, self-awareness, and preparation for current trends. This is what explains Hosana Azevedo, Head of Human Resources of theInfojobs, a job site and app that connects talent and companies

“This is the ideal time for professionals to analyze their career paths and identify where they can evolve, whether in mastering new skills, in the way they position themselves in the market or in strengthening their contact networks. The market is increasingly dynamic and values those who can combine technical and behavioral skills with a solid and well-directed career plan,” highlights the specialist.

Based on this perspective, it is essential to adopt a strategic approach to boost your career and seize the opportunities offered by the market. To assist in this process, Hosana Azevedo shares practical and assertive tips for those who want to start the year on the right foot and stand out in the job search in an increasingly competitive market.

1. Update and highlight your resume

The first step is to ensure that your resume is up to date and highlights your most recent achievements. "A good resume goes beyond listing your experiences. It should showcase concrete results, such as goals achieved or projects delivered, in an objective and visually appealing way," suggests Hosana. She also emphasizes the importance of customizing the document for each position. Research the company and tailor your resume to highlight skills and experiences that best align with what the organization is seeking.

2. Invest in digital skills and soft skills

In an increasingly digital world, skills such as mastery of technological tools, data analysis, and fluency in remote work platforms are important differentiators. Hosana also emphasizes the importance of soft skills. "Today, skills such as communication, problem-solving, and teamwork are valued as much as technical competencies." Online course platforms are an excellent way to acquire or enhance these skills.

3. Expand your networking and participate in events

Staying connected with other professionals in the field is essential. "Participating in events, job fairs, and discussion groups is a great way to meet people, understand market trends, and even discover job openings before they are publicly announced," says Hosana.

4. Set clear goals and create a career plan

Setting specific goals and creating a plan to achieve them is a fundamental step. "A well-structured career plan helps the professional visualize where they want to go and develop strategies to achieve each goal," says Hosana. Tools like the SMART method (specific, measurable, achievable, relevant, and time-bound) can be useful in this process.

5. Prepare for dynamic selection processes

The selection processes are more interactive and technological, involving group dynamics, online tests, and interviews with practical cases. "Being prepared for this new format is essential. Research the company, practice your personal presentation, and be open to participating in activities that assess behavioral and technical skills," advises Hosana.

Starting the year with a well-defined strategy is the key to turning ambitions into achievements. The job search is a journey that requires self-awareness, strategy, and determination. Taking advantage of the renewal period to invest in yourself, align your goals, and prepare for market demands can open doors to new opportunities and career advancements. With focus, determination, and the right actions, 2025 could be the year you take the next big professional step, concludes the specialist.

Materialidade: passo importante nas empresas para as práticas ESG em 2025

The company that aims to be sustainable, aligning its actions with the ESG concept, has a long way to go. In this journey, a crucial step is defining your materiality.

Materiality can be understood as the definition of relevant topics for the organization regarding strategies and practices related to environmental, social, and governance sustainability. It is related to the main impacts that the organization causes or is subject to, as well as the opportunities associated with each of its risks.

Whether they are large corporations or small and medium-sized companies, it is essential to consider the particularities of organizations, even if they operate in the same sector.

The impact of the topics on the business is not the only aspect to be considered through the lens of materiality. Similarly, it is essential to shed light on what matters to stakeholders, who are employees, suppliers, customers, consumers, all the involved parties, in this process.

Each stakeholder has different affinities and understandings of what is most relevant in their daily life. Depending on social, economic, environmental, political, and even geographical conditions, an employee may list among other important topics labor practices, diversity, or relationships with leadership. For the local community, the relevance of the business may lie, for example, in its potential to generate jobs. From the employee's perspective, the greater interest is sometimes the employer brand.

Given so many specific interests and needs, materiality allows us to understand the relevance and impact that topics have on the business, and contributes to defining action priorities, defining goals and strategies and reporting results to all stakeholders.

This understanding provided by materiality necessarily requires accurately interpreting the biases revealed by each stakeholder. In this sense, we emphasize the importance of understanding "people" to develop appropriate, cohesive processes with real results.

With a view to reducing the risks associated with these biases, we present three points that should not be neglected on the journey.

The first of these is to establish a relationship of trust with each group of stakeholders, precisely so that there is a genuine interest in providing correct and adequate information for evaluation.

The second step is to clarify each of the material issues, align expectations, and provide understanding.

Not least, we highlight the need to understand the stakeholder groups and tailor communication with each of them. We cannot always use acronyms, English terms, or technical references if our goal is to ensure the understanding of the interested parties.

Sustainability and the adoption of ESG practices not only differentiate a company in the market in 2025. They truly contribute with environmentally responsible actions aligned with the social development that is highly demanded this year, always taking into account the current scenario and the context in which the company is embedded.

How to digitally protect a corporation?

In an increasingly connected world, cyberattacks stand out as one of the most serious threats today. From financial transactions to critical infrastructure operations, technological dependence requires a proactive stance on cybersecurity. Companies of all sizes need to be attentive and protected.

What are cyberattacks?

According to theCEOAccording to Carlos Henrique Mencaci, from Assine Bem, “these threats consist of actions carried out by individuals or groups with the aim of compromising systems, networks, devices and data. Targets range from the theft of sensitive information to the interruption of essential services. Motivations such as financial gain, espionage or destabilization are common and the tactics employed are constantly evolving”.

The expert highlights the main types of cyberattacks:

Phishing: Fake messages trick victims into giving away sensitive data such as passwords and banking information.

Malware: covers viruses,ransomwareand other malicious programs.

DDoS: Overloads servers with fake traffic, making them inaccessible.

Social engineering: manipulates people into performing harmful actions or revealing private information.

Vulnerability exploitation: attacks security flaws in networks and applications.

“Being with trusted partners and using secure platforms provides greater peace of mind in a scenario of constant threats,” highlights Mencaci

Impacts of cyber attacks

The consequences can be devastating, such as:

Exposure of confidential data: leak of personal or corporate data.

Financial losses: extortion, operational disruptions and theft of resources.

Damage to reputation: loss of public trust, especially in cases of client exposure.

National security risks: Critical infrastructures, such as energy and healthcare, can be compromised.

Interference in everyday life: attacks on hospitals and transport, for example, directly affect society.

“With Industry 4.0, technologies such asIoTBig Dataand Artificial Intelligence transform industrial processes, but also require advanced protection," explains the specialist. According to Meticulous Research, the global cybersecurity market is expected to reach $42.96 billion by 2029.

How to protect a company?

Brazil leads cases ofransomwareIn Latin America, followed by Mexico, Chile, and Argentina, according to Entel Ocean. To face these challenges, experts recommend:

  • Strengthen systems and carry outbackupsnewspapers
  • Test data recovery through simulations
  • Train employees to identify risks
  • Monitor vulnerable devices and implement controls
  • Segment networks to limit attack spread
  • Strengthen the security ofe-mailsand two-factor authentication
  • Develop and test incident response plans

Platforms like Assine Bem are valuable allies. "The digital signature provides legal validity, advanced encryption, and compliance with the General Data Protection Law – LGPD. Additionally, the solution is practical, sustainable, and secure, eliminating the use of paper and the risk of loss," complements theCEO.

Digital scams continue to multiply and generate billion-dollar losses for Brazilian e-commerce

The digital era, marked by increasing connectivity, brought with it a series of benefits for society. However, the dark side of this reality is the proliferation of digital scams that continue to multiply in the online environment. So much so that Brazil has established itself as one of the main targets of digital frauds in Latin America, with a concerning increase in recent years. Losses in Brazilian e-commerce reached R$ 8.5 million, and 64% of companies have already been victims of cyberattacks, according to the most recent survey from the Digital Security Barometer – by MasterCard.

In other words, every conscious company needs to understand the details of how these crimes have evolved and what the main challenges are in combating them, and this is where companies like PH3A come in, an authority in technology, a company dedicated to developing solutions, such as DataFraud, which has helped to mitigate the volume of electronic fraud occurrences.

But, ultimately, what are the main types of digital scams nowadays? Paulo Cesar Costa, CEO and founder of PH3A, reveals:

  • Phishing:Deception through emails, text messages, or fake websites to obtain personal and financial information. In other words, the received message contains some link as a trap.
  • MalwareInstallation of malicious programs on computers or mobile devices to spy, steal data, or hijack systems. So, once again the link leads to a trap.
  • Social engineeringPsychological manipulation to induce people to provide confidential information or to perform actions that benefit criminals. Thus, the most innocent or well-intentioned people end up falling for scams.
  • Social media scamsHits that exploit interactions on social networks to obtain personal or financial data. In this case, social media are also a fertile ground for criminals to promote their digital scams.
  • Messaging app scamsThose who take advantage of messaging apps to carry out scams, such as the fake kidnapping. Logo, messaging apps can also be a source of fraudulent communication that deceives users.

And what factors have been driving the growth of scams? According to Paulo Cesar, there are several factors that contribute most to the increase in digital scams, including:

  • Popularization of the internetThe increasing use of the internet and mobile devices makes the population more vulnerable to cyberattacks. In other words, with more Internet use, more opportunities for criminals to act.
  • Lack of awareness:Many people are still unaware of the risks of the internet and do not adopt adequate security measures. So, negligence becomes a dangerous component.
  • Sophistication of criminalsDigital criminals are becoming increasingly sophisticated and are using more and more elaborate techniques to deceive their victims. Thus, internet usage intelligence ends up happening on the side of security as well as crime.
  • Security flawsSecurity vulnerabilities in systems and applications can be exploited by criminals to gain access to personal and financial data. Logo, all types of security technology should be considered to anticipate criminals.

Regarding the consequences of digital scams, the PH3A executive states that there is a wide variety of frauds in the online environment, with a significant reach. Thus, digital scams can cause various damages to victims, such as:

  • Financial loss: The main loss is the loss of money, which can be significant in some cases.
  • Damage to reputation: Disclosing personal information can compromise the victim's reputation.
  • Emotional disorders:Victims of digital scams may suffer emotional disorders, such as anxiety and depression.

Costa also shares what to do to protect yourself, starting with adopting some safety measures:

  • Keep your software up to date: Keep your operating system, antivirus, and other software up to date to fix vulnerabilities.
  • Create strong and unique passwords: Use strong, unique passwords for each online account and avoid reusing passwords.
  • Be wary of suspicious emails and messages: Do not click on links or open attached files in emails from unknown senders.
  • Verify the authenticity of websites: Make sure the website you are accessing is secure before entering personal information.
  • Use a quality antivirus: Install a good antivirus and keep it updated.
  • Keep your operating system up to date: Keep your operating system updated to fix vulnerabilities.
  • Do not share personal information on social networksAvoid sharing too much personal information on social media.

And he also emphasizes: "Among the solutions to ensure data security and prevent significant losses, it is necessary to use Big Data systems, which allow continuous and automatic monitoring and cross-referencing of data to validate information or abort potentially fraudulent situations," explains the CEO of PH3A. For example, fraud prevention systems allow identifying whether the e-commerce buyer is indeed themselves and not impersonating someone else. And in case of doubts, generate a quiz with some questions like: what car did you have 5 years ago, what job did you have 5 years ago, who is your neighbor on the right side of your residence, which websites did you visit yesterday, etc. These are questions that no fraudster can answer accurately.

To conclude, the businessman adds that it is a fact that authorities and companies also have a fundamental role in preventing and combating scams, and technologies, including data technologies, emerge as a great ally, as they have the role of automatically checking information.

“And this routine is a great advantage for any and all electronic retail”, concludes Paulo Cesar Costa.

PMEs: confira estratégias essenciais para alavancar a eficiência e impulsionar os negócios em 2025

Entering 2025 with the same financial habits of the past can be costly for SMEs. According to the latest "Omie Small Business Survey" bulletin, the percentage of SMEs reporting an increase in revenue dropped from 54% to 43% when compared to the last survey conducted in April 2024. Regarding "costs and expenses," 80% of respondents reported an increase in this area. On the other hand, the study also reveals that 77% expect to improve their revenues in the short term.

For Rodrigo Tognini, CEO ofSimple AccountBrazilian platform for corporate expense management, these data show a challenging scenario for SMEs. Therefore, by 2025, it is increasingly important for companies to focus on a fundamental pillar to optimize operations: efficient financial management.

"Financial and expense management can unlock the growth of SMEs," says the executive. "With innovative tools and the right practices, the company can not only survive but thrive in an increasingly competitive market," she adds.

Based on this logic, Tognini divides some strategies and recommendations for SMEs in 2025. Check it out

Explore new forms of credit

A major challenge for SMEs is maintaining a healthy cash flow. Currently, there are more options that can help entrepreneurs achieve this goal, such as receivables anticipation systems to increase liquidity; new credit line options that offer customized conditions aligned with the company's needs; and fintech platforms that provide quick and less bureaucratic credit.

Another example that has been attracting the attention of entrepreneurs is Buy Now, Pay Later (BNPL). The format offers financial flexibility by extending payment deadlines, allowing companies to invest in growth without negatively impacting cash flow.

Automate financial management to gain efficiency

Dependence on manual processes, such as excessive use of spreadsheets, can delay business growth. Replace them with financial management platforms that automate payments and reconciliations, ensuring the company reduces the risk of human errors and frees the team to focus on less operational and more strategic tasks.

An example is Copastur, a company that has been operating in the travel and tourism market for over 50 years. She made significant progress in her expense management approach and found an efficient solution to organize and control her spending by separating the cards by travel group. With this, he achieved a reduction of almost 70% in the time dedicated to these activities.

"Having an automated financial management process can lead to better utilization of financial resources, aiming for profitability, improved investment planning, and increased efficiency," completes the CEO of Conta Simples.  

Invest in data analysis for more strategic decisions

The use of real-time data is essential for SMEs to make more accurate decisions. Tools that offer automatic reports and insights contribute to the company's financial health, allowing the team to have a clear and consolidated view of the finances, identifying opportunities and anticipating problems in order to guide the company in important decisions.

Adopt a culture of innovation and agility

Continuous innovation and agility are also part of sustainable growth. Therefore, it is essential to have a collaborative team capable of making quick decisions, as well as visionary leadership that promotes a continuous learning environment and provides training to update employees.

Tognini also adds that escaping OKRs (Objectives and Key Results) can help bring this type of culture. "Simplifying is always the best strategy for efficiency. Moving away from OKRs and adopting something more straightforward ensures this approach. The breakdown of goals is an example of this, as it eliminates the need for countless meetings and ambitious objectives, focusing on projects with defined phases and deadlines," he states.

Maximize the use of ERPs and integrated platforms

Integrating financial management with ERP (Enterprise Resource Planning) systems offers greater visibility and control over finances, as well as saving time and increasing data reliability. The centralization of information allows for faster and more accurate decision-making.

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

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.

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