A new survey conducted by UNESCO revealed that only one third (36,9% of digital influencers verify information before sharing it with their followers. Two 63,1% who admitted not verifying the truthfulness 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. Other 15,8% only share content they find entertaining or useful, without checking the authenticity, and 13,2% investigate the truth only when it comes to news.
The survey "Behind the Screens" also highlighted that the main criterion used by content creators to assess the credibility of sources is engagement, since 41,7% of them use likes and views as parameters. Other 20,6% trust the content when it is shared by friends or trusted experts, while 19,4% are based on the reputation of the source on a specific subject. Only 17% consider it essential to have documentation and evidence that support the information of the disseminated content.
Considering that more and more people are informed and impacted by digital influencers, the highlighted numbers above denote the need for special attention to the issues raised by opinion leaders. According to the director of international talent at Viral Nation and an expert in the influencer marketing industry, Fabio Gonçalves, the lack of verification of information shared by influencers creates a cascading effect of misinformation that can undermine public trust in the creator and the brands they represent
"By spreading unverified content", the negative impact may extend, inclusive, for social and cultural issues, feeding falsehoods that perpetuate misunderstandings and harm public dialogue. When influencers share content without checking its veracity, they put at risk not only their reputation, but also the trust relationship built with their followers. This can generate a credibility crisis that, in the long term, affects the entire influencer marketing ecosystem, removing brands and strategic partnerships, explain
According to the professional, influencers need to position themselves as responsible information agents: "In this way, they can assure followers that shared content is backed by reliable and verified sources. Incorporating the habit of checking the veracity of what is being disseminated 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 fundamental role in guiding influencers in 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.
"In Viral Nation, our role goes beyond connecting brands and creators; we are a reference in the sector precisely because we empower our talents with training on digital ethics, responsibility in 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 market standards, building a relationship of trust with your audiences and partner brands. At the same time, we also care about the reputation of the brands themselves. That is why we developed Viral Nation Secure, a tool forbrand safety, that aims to meet the needs of medium and large companies to choose influencers more safely and efficiently. He 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, safe and aligned with the company's values, закінчує
METHODOLOGY
Led by a research team from Bowling Green State University, the report "Behind the Screens", from UNESCO, it was carried out between August and September 2024. The study used two methods, being the first 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 obtain more detailed qualitative insights about 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, what represents the minimum threshold to be considered nano-influencers
