60% of online influencers don’t check accuracy of their material

Social media influencers, also known as digital content creators, need urgent help checking their facts before posting or broadcasting to their followers because they might be spreading misinformation, UNESCO has warned.

A new report by the United Nations’ educational, scientific, and cultural organization says that two-thirds of content creators don’t check the accuracy of the content they publish. This, of course, makes them and their followers vulnerable to misinformation.

The troubling findings come at a critical moment when social media influencers have become primary sources of news and cultural information for global audiences, UNESCO said. Almost four in ten US adults under 30 get their news from social media influencers.

UNESCO’s “Behind the screens” survey polled 500 influencers across 45 countries and exposed “critical gaps” in content verification practices.

For instance, 42% of the surveyed influencers use social media metrics like “likes” and “shares” as primary credibility markers, while 21% share content based solely on “trust in friends” who shared it.

Traditional news media, despite its expertise, ranks low as a resource, with only 36.9% of creators utilising mainstream journalism for verification, the study has found.

That’s why it’s pretty ironic that a majority of these creators (68.7%) believe they promote critical thinking and digital literacy among their audiences, even though a large proportion of them don’t actually conduct thorough fact-checking and evaluation of sources.

“Digital content creators have acquired an important place in the information ecosystem, engaging millions of people with cultural, social, or political news. But many are struggling in the face of disinformation and online hate speech and calling for more training,” said UNESCO Director-General Audrey Azoulay.

Additionally, nearly 60% of creators operate without understanding basic regulatory frameworks and international standards, leaving them vulnerable to legal risks and online harassment.

While one-third report experiencing hate speech, only 20.4% know how to properly report these incidents to platforms.

Here’s the thing, though. Some influencers might be perfectly aware they’re not telling the whole story because that’s not what they want – they primarily seek to convince their followers that what they’re saying is the right way to look at an issue.

Besides, if 52.6% of surveyed content creators actively engage in creating sponsored content or endorsing brands and products, why wouldn’t they spread “sponsored facts?”