Majority of Influencers Share Unverified Information, Study Reveals

Most Social Media Influencers Don’t Fact-Check Before Posting, UNESCO Study Finds

A majority of social media influencers share content without verifying its accuracy, according to a new study published Tuesday by UNESCO that raises serious concerns about the spread of misinformation through influential online personalities.

The comprehensive global survey revealed that 62% of content creators don’t verify information before sharing it with their followers. Approximately one-third of influencers admitted they share unverified information if it comes from a source they personally trust, while only 37% reported using fact-checking sites to validate content before distribution.

UNESCO surveyed 500 digital content creators across 45 countries and territories during August and September 2024. The study included creators with followings exceeding 1,000 people across various content categories. Though only 12% of respondents primarily produce content about current affairs, politics or economics, UNESCO warned that “the low prevalence of fact-checking highlights their vulnerability to misinformation, which can have far-reaching consequences for public discourse and trust in media.”

Rather than employing rigorous verification methods, the study found that 40% of influencers determine credibility based on popularity metrics like views and likes. Only one in five said they rely on trusted friends and experts to determine source credibility, while just 17% said documentation and evidence was their primary criterion.

“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 in the report.

The findings come at a critical moment when social media personalities are increasingly functioning as news sources for many Americans, particularly young adults. According to recent Pew Research Center data, nearly 40% of Americans aged 18-29 “regularly” get their news from influencers, most of whom have never worked in professional journalism. A separate Pew survey found that more than half of all American adults “at least sometimes” obtain news through social media platforms.

“But unlike journalists who are often equipped with skills and tools to assess sources’ credibility and verify facts, digital content creators often lack formal training in these areas, which can lead to challenges in ensuring the accuracy of their content,” UNESCO noted.

The study also revealed that influencers rarely rely on official sources. About 60% cited personal experiences as their primary information source, while nearly 40% said they use their own research and interviews. Mainstream news sources and other online content tied for third place at 37% each.

Paradoxically, 69% of surveyed influencers believed they were promoting “critical thinking and digital literacy” despite not engaging in thorough fact-checking or source evaluation.

Some influencers openly acknowledged their approach. Zhang Zhaoyuan, a China-based creator, told UNESCO, “Everything I post is based entirely on material drawn from my own life experiences.” Others, like UK journalist Kassy Cho, who has more than 30,000 Instagram followers, described a more rigorous process that begins with mainstream media to understand global events.

The spread of misinformation through influencer channels has created significant real-world consequences. Earlier this year, false claims about migrants in Springfield, Ohio, allegedly stealing and eating pets went viral after amplification by right-wing influencers and the Trump campaign. Despite local officials’ attempts to debunk these baseless assertions, the misinformation led to bomb threats and school closures in the community.

In September, a Justice Department indictment revealed that several prominent conservative influencers—including Tim Pool, Benny Johnson, and Dave Rubin—unknowingly received millions from Russia through Tenet Media to promote divisive narratives aligned with Kremlin objectives. While these influencers weren’t accused of wrongdoing, the case highlighted the opacity within the influencer industry.

Major platforms have largely scaled back safeguards against misinformation. X (formerly Twitter) now relies primarily on “Community Notes” rather than content removal, a system often undermined by owner Elon Musk, who frequently shares misinformation and has dramatically reduced the platform’s moderation team. YouTube and Meta similarly maintain policies against harmful content but continue to profit from posts containing election misinformation.

Unlike traditional media outlets, online influencers face no obligation to disclose funding sources or sponsored content. UNESCO’s study confirmed this lack of transparency, with 7% of respondents admitting they present sponsored content “as if it were unsponsored,” despite 53% acknowledging they create sponsored content or product endorsements.