Why Influencers Must Stop and Think Before Posting-UNESCO

Influencers have immense power over what the majority of people believe. But what’s the scary part? Many people don’t check if what influencers share is factual. A shocking two-thirds of content creators fail to verify the accuracy of their posts. This means millions of followers could unknowingly be fed false information every day.

Adeline Hulin, a media literacy expert at UNESCO, explains that many influencers don’t even realise their work can influence public opinion like news journalism. “They don’t really see themselves in that category,” she said.

What’s the Problem?

UNESCO surveyed 500 influencers from 45 countries, mainly in Asia. Most of these creators were under 35 years old and classified as “nano-influencers,” meaning they had up to 10,000 followers. Their favourite platforms? Instagram and Facebook.

Here’s what the survey uncovered:

• Six out of ten influencers don’t verify the information they post.
• Many rely on personal experiences or informal conversations instead of trusted sources like government websites or official documents.
• Worryingly, 40% believe the “popularity” of an online source (likes and views) is a good enough reason to trust it.

The findings highlight a critical issue: influencers are vulnerable to misinformation, which can seriously affect public trust in the media, especially in our country, India.

Why Does This Matter?

You trust an influencer’s advice about health, politics, or the environment. What if their post is based on false information? It could lead to wrong decisions, fear, or even harm. Many creators don’t understand the responsibility they carry. I suggest influencers learn journalistic practices and realise the real-world impact of their content.

The Legal Blind Spot

When it comes to laws, influencers aren’t doing much better. Nearly half of those surveyed admitted they only had partial knowledge of freedom of expression, defamation, and copyright rules. Shockingly, more than 25% didn’t know the regulations in their own country.

Another red flag? Only 50% of influencers tell their audience if a post is sponsored. This is especially concerning in countries like India, the US and the UK, where influencers must legally disclose paid promotions.

UNESCO’s Solution: Learning to Be Trustworthy

UNESCO isn’t just pointing fingers; it’s offering help. Partnering with the Knight Center for Journalism, it’s launched a free online course called “How to Be a Trusted Voice Online.” The course includes lessons on fact-checking, creating content during elections or crises, and understanding legal responsibilities.

The program is already partially successful, with over 9,000 influencers signing up to learn how to share content responsibly.

Let’s Learn and Change

It’s time for influencers to realise that their words and actions carry weight. Sharing unchecked information can harm society, mislead people, and erode trust in media. This isn’t just about clicks and likes, it’s about being accountable for what you share. A fundamental responsibility, if needed, is as important as wearing clothes and eating food.

To every creator out there: take a moment to fact-check, use reliable sources, and consider the impact of your content. Social media isn’t just a playground; it’s a powerful tool that shapes how people see the world. Let’s use it wisely.

Influencers have the power to inspire, educate, and inform. But with great power comes great responsibility. The question is: will you rise to the challenge or let misinformation win?