A study reveals that only one-third of influencers check information before sharing it

A new survey 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 to verify the veracity of the facts in a way prior to disclosure, 33,5% reported that if they trusted the source or creator, they would share the content without checking it. Other 15,8% only share the content they find fun or useful, without checking the authenticity, and 13,2% only ascertain the truth when it is news. 

The “Behind the Screens” survey also highlighted that the main criteria used by content creators to assess the credibility of sources is engagement, since 41.7% of them use likes and views as parameters. Another 20.6% trust content when it is shared by friends or trusted experts, while 19.4% are based on the reputation of the source on a given subject. Only 17% consider it fundamental documentation and evidence that support the information of the disseminated content. 

Taking into account that more and more people are informed and impacted by digital influencers, the numbers evidenced above denote the need for special attention on the issues disclosed by opinion leaders. According to the director of international talent of Viral Nation and expert in the influencer marketing market, Fabio Goncalves, the lack of verification of information disclosed by influencers creates a cascade of misinformation that can compromise public trust in the creator and the brands he represents.

“By propagating unverified content, the negative impact can extend even to social and cultural issues, feeding untruths that perpetuate misconceptions and undermine public dialogue.When influencers share content without checking the veracity, they endanger not only their reputation, but also the relationship of trust built with their followers. This can generate a credibility crisis that, in the long run, affects the entire ecosystem of influencer marketing, pushing away brands and strategic partnerships”, he explains.

According to the professional, influencers need to position themselves as responsible agents of information: “In this way, they can guarantee followers that shared content is supported by reliable and verified sources. Incorporating the habit of checking the veracity of what is being disclosed 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 have a key role in guiding influencers in the adoption of ethical practices, with training programs, clear guidelines on digital responsibility and continuous support. According to the expert, agencies are committed to combating the spread of fake news alongside influencers. 

“Na Viral Nation, our role goes beyond connecting brands and creators; we are a reference in the sector precisely because we train our talents with training on digital ethics, responsibility in communication and the importance of checking information before sharing it. 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 are also concerned with the reputation of the brands themselves. That is why we have developed Viral Nation Secure, a tool for brand safety, which aims to meet the needs of medium and large companies to choose influencers more safely and efficiently. It is able to analyze the entire public history of content creators, based on risk criteria adjusted to the needs of each brand, making the selection process faster, safer and aligned with the values of the company”, concludes.

METHODOLOGY

Led by a research team from Bowling Green State University, the UNESCO “Behind the Screens” report 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. Then interviews were conducted with 20 digital content creators to gain 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 online content for public consumption and have more than a thousand followers, which represents the minimum threshold to be considered nano-influencers.