A study published by the United Nations Educational, Scientific and Cultural Organization (UNESCO) stated that one in three influencers does not verify content before sharing it.

After surveying 45 countries, the first global analysis of motivations and practices concluded that some 62 percent of digital content creators have difficulty assessing the credibility of information they find online.

Entitled “Behind the Screens”, the report estimates that 42 percent of creators use the number of reactions and “likes” a post receives on social networks as their main indicator of credibility.

More than a quarter of over 500 respondents were willing to share content with their audience if it was recommended to them by trusted friends, while 19 percent relied on the reputation of the content’s original author or publisher.

UNESCO informed that journalists could be a valuable tool for digital content creators to verify the information reliability.

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