Are Social Media Influencers Spreading Misinformation?
A new study from UNESCO, the United Nations Educational, Scientific and Cultural Organization, has raised concerns about the spread of misinformation through social media influencers. The study, which surveyed 500 digital content creators with over 1,000 followers from 45 countries and territories, found that a startling majority of influencers are not verifying the accuracy of information before sharing it with their audiences.
This lack of fact-checking is particularly worrisome considering the growing reliance on influencers for news, especially among younger generations. A Pew Research Center survey revealed that almost 40% of Americans aged 18 to 29 get their news from influencers, highlighting the potential for widespread misinformation to take root.
The study found that over 60% of influencers admitted to not checking the accuracy of content before sharing it, and nearly one-third said they would share information from a trusted source without verifying its validity. Only 37% reported using fact-checking websites to verify information before posting.
The Drivers Behind Misinformation
The study sheds light on the factors influencing influencers’ decisions to share unverified information.
More than 40% of influencers judged an information’s credibility solely based on its popularity — the more likes and views it garnered, the more likely they were to share it. This highlights a worrying trend of prioritizing engagement over accuracy.
One in five influencers relied on the judgment of trusted friends or experts as a deciding factor in sharing information. While seeking trusted opinions is not inherently problematic, it underscores the potential for echo chambers and the spread of biased or inaccurate information within social circles.
Despite the prevalence of these shortcuts, a mere 17% of influencers reported checking substantial evidence — such as relevant documents — before sharing information. This suggests a concerning lack of rigorous critical evaluation and a reliance on superficial indicators of validity.
The Need for Media Literacy
UNESCO emphasizes the urgent need to enhance creators’ media and information literacy skills. This includes the ability to critically evaluate information, identify reliable sources, and utilize fact-checking resources.
“The prevalent lack of rigorous critical evaluation of information highlights an urgent need to enhance creators’ media and information literacy skills, including identifying and using reliable fact-checking resources,” UNESCO stated.
The study also highlighted that most influencers lack formal training in fact-checking and often do not possess the necessary skills and tools to assess sources’ credibility.
Roughly 6 in 10 influencers rely on personal experience when deciding what to share, while nearly 40% conduct their own research by speaking to known sources. Only 37% depend on mainstream news and online sources, indicating a potential disconnect from established journalistic standards and a possible reliance on anecdotal evidence.
This lack of formal training and reliance on less reliable methods can have far-reaching consequences. It not only undermines public trust in information but also contributes to the spread of misinformation, which can have harmful effects on individual decision-making and societal discourse.
What percentage of social media influencers admit to not verifying information before sharing it?
## Are Social Media Influencers Spreading Misinformation?
**Host:** Joining us today to discuss a concerning new study on misinformation is Dr. Emily Carter, a media researcher specializing in digital communication and misinformation. Welcome to the show, Dr. Carter.
**Dr. Carter:** Thank you for having me.
**Host:** So, this study by UNESCO paints a rather alarming picture of social media influencers and their role in spreading misinformation. Can you tell us more about the findings?
**Dr. Carter:** Absolutely. UNESCO surveyed 500 influencers from 45 countries and territories, all with over 1,000 followers. The results were quite startling. Over 60% admitted to not verifying information before sharing, and nearly a third said they’d share information from a seemingly trustworthy source without double-checking its validity. [[1](https://www.cnn.com/2024/11/26/media/social-media-influencers-verify-information-study/index.html)]
**Host:** That’s a significant percentage. Why do you think this is happening?
**Dr. Carter:** The study highlights some concerning trends. Over 40% of influencers base the credibility of information solely on its popularity – if it has a lot of likes and views, they assume it’s true. This is a dangerous trend because popularity doesn’t equal accuracy.
**Host:** So, it’s more about engagement than truth?
**Dr. Carter:** Exactly. They’re also heavily influenced by their trusted friends or experts, which isn’t necessarily a bad thing, but it doesn’t always guarantee accuracy either.
**Host:** This raises serious concerns, especially given that younger generations increasingly rely on influencers for news. What can be done to mitigate this problem?
**Dr. Carter:** We need a multi-faceted approach.
First, platforms should invest in clear labeling and fact-checking tools. Second, influencers themselves need to take responsibility and prioritize accuracy over engagement. They should develop critical thinking skills and use fact-checking resources before sharing information.
it’s crucial to empower audiences to be more critical consumers of information.
**Host:** This is a crucial conversation. Thank you so much for shedding light on this important issue, Dr. Carter.
**Dr. Carter:** It was my pleasure.
