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Social media influencers across the globe are struggling with basic fact-checking practices, according to a new UNESCO survey that highlights alarming gaps in digital verification skills among content creators who have become significant sources of news and information.
The comprehensive study, titled “Behind the screens,” revealed that 62 percent of digital content creators lack fundamental fact-checking protocols despite wielding considerable influence over public discourse and opinion formation. The findings come as influencers increasingly serve as primary information sources for millions of people worldwide on cultural, social, and political matters.
“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 in a statement accompanying the report.
The survey, conducted in collaboration with Bowling Green State University in the United States, examined 500 influencers across 45 countries. Researchers uncovered troubling patterns in how these creators evaluate information credibility. Approximately 42 percent rely primarily on social media metrics such as “likes” and “shares” to determine content reliability—metrics that are easily manipulated and poor indicators of factual accuracy.
Even more concerning, 21 percent of respondents admitted to sharing content based solely on trust in friends who had previously shared it, bypassing independent verification altogether. Despite their expertise in fact-checking and verification, traditional news media ranked surprisingly low as a resource, with only 36.9 percent of creators consulting mainstream journalism sources when verifying information.
The digital landscape presents additional challenges beyond verification practices. Nearly 60 percent of content creators operate without understanding basic regulatory frameworks or international standards, leaving them vulnerable to legal risks and unequipped to navigate content moderation policies. This knowledge gap extends to personal safety concerns, with one-third reporting experiences with hate speech, while only 20.4 percent know proper procedures for reporting these incidents to platforms.
In response to these identified needs, UNESCO has partnered with the Knight Centre for Journalism in the Americas to launch the first global training course specifically designed for digital content creators. The four-week program has already attracted over 9,000 participants from 160 countries, demonstrating significant demand for professional development in this area.
The course offers comprehensive training in source verification, fact-checking methodology, and strategies for collaboration with traditional media outlets. Its curriculum addresses the most pressing skills gaps identified in the survey and aims to elevate content standards across digital platforms.
“The enthusiasm we’re seeing for this training reflects a real desire among creators to improve their practices,” said a UNESCO spokesperson. “Many influencers recognize their responsibility but simply haven’t had access to professional training resources until now.”
This initiative builds upon UNESCO’s broader strategy to combat digital misinformation, following their 2023 Guidelines for The Governance of Digital Platforms. By maintaining engagement with course participants after completion, UNESCO aims to foster a community of responsible digital communicators committed to information integrity.
Media experts note that this intervention comes at a critical time, as the line between entertainment and news continues to blur on social platforms. With traditional media outlets facing declining trust and readership in many regions, influencers have stepped into an information vacuum without the institutional safeguards or training traditionally associated with journalism.
The survey findings suggest that while 73 percent of creators actively seek training in verification practices, institutional support has been largely absent until now. Industry observers believe this UNESCO initiative could represent an important step toward establishing professional standards in a largely unregulated field that increasingly shapes public understanding of complex issues.
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12 Comments
While digital content creators have become influential, this survey highlights the need for them to take their fact-checking responsibilities more seriously. Misinformation can spread rapidly online, so rigorous verification should be standard practice.
Influencers wield significant power in shaping public discourse. It’s alarming that so many lack basic fact-checking protocols. This highlights the need for better media literacy education, both for creators and consumers.
Well said. Fact-checking is a fundamental skill, especially for those with large platforms. Upholding journalistic integrity should be a priority, not an option, for digital content creators.
As digital content creators become more influential, their fact-checking practices need to improve. This survey highlights the need for better training and accountability in this space. Influencers have a duty to their audiences to ensure the accuracy and integrity of the information they share.
It’s disappointing to see so many digital content creators neglecting basic fact-checking. As information sources, they have a duty to their audiences to ensure the accuracy and integrity of what they publish. More training and accountability is clearly needed.
The findings of this survey are quite concerning. Digital content creators wield significant power in shaping public discourse, so their lack of fact-checking is deeply problematic. Responsible influencers must make verification a priority to avoid contributing to the spread of misinformation.
The findings of this UNESCO survey are quite troubling. Influencers are essentially serving as news sources for many people, so the lack of fact-checking is deeply concerning. More oversight and training is clearly needed.
I agree, this is a significant issue. Influencers have a responsibility to their audiences to provide accurate, verified information. Cutting corners on fact-checking erodes trust and can have real-world consequences.
This UNESCO survey reveals a worrying gap in the fact-checking practices of digital content creators. Given their growing influence, it’s crucial that influencers uphold journalistic standards and verify information before sharing it widely. Oversight and education are essential.
This UNESCO survey underscores the importance of fact-checking in the digital content creation space. Influencers have a responsibility to their audiences to verify information before publishing, rather than relying on speed and engagement over accuracy. More oversight and education is clearly needed.
This is a concerning trend. As digital content creators gain more influence, it’s crucial they uphold rigorous fact-checking standards to avoid spreading misinformation. More training and accountability is needed in this space.
I agree. Fact-checking should be a core part of the content creation process, not an afterthought. Responsible influencers have a duty to their audiences to verify information before publishing.