A new survey conducted by UNESCO revealed that only a third (36.9%) of digital influencers verify information before sharing it with their followers. Of the 63.1% who admitted to not verifying the veracity of facts before sharing, 33.5% reported that if they trusted the source or creator, they would share the content without verifying it. Another 15.8% only share content they find entertaining or useful, without checking its authenticity, and 13.2% only verify the truth 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, with 41.7% using likes and views as parameters. Another 20.6% trust content when it’s shared by friends or trusted experts, while 19.4% base their trust on the source’s reputation on a given topic. Only 17% consider documentation and evidence to support the information in the disseminated content to be essential..
Considering that more and more people are being informed and impacted by digital influencers, the figures above highlight the need for special attention to the topics disseminated by these opinion leaders. According to Fabio Gonçalves, director of international talent at Viral Nation and an expert in the influencer marketing market, the lack of verification of information disseminated by influencers creates a cascade of misinformation that can undermine public 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 undermine public dialogue. When influencers share content without checking its veracity, they put at risk not only their reputation but also the trust they’ve built with their followers. This can generate a credibility crisis that, in the long run, 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 assure 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 daily 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 toward adopting ethical practices, with training programs, clear guidelines on digital responsibility, and ongoing support. According to the expert, 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 talent with training on digital ethics, responsible communication, and the importance of verifying information before sharing. We believe that well-prepared influencers not only strengthen their own reputations but also raise market standards, building a relationship of trust with their audiences and partner brands. At the same time, we also care about the reputation of brands themselves. That’s why we developed Viral Nation Secure, a tool for brand safety, which aims 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 more aligned with the company’s values,” he concludes.
METHODOLOGY
Led by a research team at Bowling Green State University, UNESCO’s “Behind the Screens” report was conducted between August and September 2024. The study used two methods: the first was an online survey in eight languages, with responses from 500 content creators from 45 countries and territories. Subsequent 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 content online for public consumption and have more than a thousand followers, which represents the minimum threshold to be considered nano-influencers.
