In an era where social media dominates the flow of global information, a new survey by UNESCO reveals a shocking trend. Two-thirds of digital content creators are sharing unverified information with their millions of followers. Social media influencers are increasingly becoming the go-to source for news. They also provide cultural updates. This issue is more pressing than ever. Despite their immense reach, 62% of influencers fail to use basic fact-checking practices, putting their audiences at risk of misinformation.
THE WEIGHT OF INFLUENCE IN THE DIGITAL AGE
“Digital content creators have become a central part of the information ecosystem. They shape cultural, social, and political narratives across the globe,” said UNESCO Director-General Audrey Azoulay. Yet, many of these creators are grappling with the consequences of disinformation. They often face online hate speech too. They lack the tools to make sure the integrity of the information they share.
MAJOR GAPS IN VERIFICATION PRACTICES
The Behind the Screens survey was conducted in collaboration with Bowling Green State University. It offers a disturbing look at the practices of digital content creators worldwide. The study examined 500 influencers from 45 countries and revealed significant gaps in the content verification process.
- 63% of influencers admitted to lacking strict fact-checking protocols despite the profound influence they wield.
- 42% of creators rely on social media metrics such as “likes” and “shares” to judge the credibility of information. Meanwhile, 21% trust content based solely on personal recommendations from friends or peers.
- Surprisingly, only 36.9% of influencers consult traditional news media outlets—despite their established expertise—in verifying information.
CHALLENGES IN THE DIGITAL RIGHTS LANDSCAPE
The report also highlighted that nearly 60% of content creators lack an understanding of basic regulatory frameworks. They do not understand international standards. This exposes them to legal risks and the potential for online harassment. Adding to these challenges, one-third of influencers report experiencing hate speech, but only 20.4% are equipped with the knowledge to properly report these incidents to platforms.
UNESCO’S GLOBAL TRAINING INITIATIVE
Recognizing these urgent challenges, UNESCO has partnered with the Knight Centre for Journalism in the Americas to launch a groundbreaking global training program. This is aimed at improving digital content creators’ ability to verify sources and combat misinformation.
This four-week program has already attracted over 9,000 participants from 160 countries. It provides comprehensive training on topics like source verification. Participants learn fact-checking methodologies. They also learn about collaborating with traditional media outlets. A significant 73% of creators are actively seeking such training. UNESCO’s initiative aims to fill the critical gaps in the digital content landscape.
A LONG-TERM COMMITMENT TO INFORMATION INTEGRITY
UNESCO’s efforts go beyond just the training course. The organization is committed to keeping participants engaged post-course to build a global community of responsible digital communicators. UNESCO fosters an ongoing dialogue on information integrity. It aims to equip content creators with the tools they need. These tools help prioritize truth and credibility in their work.
