A new UNESCO study finds that only 36.9% of digital content creators verify information before sharing it with their audiences, highlighting potential challenges in the creator economy.
The “Behind the Screens” survey, conducted by Bowling Green State University between August and September 2024, reveals that popularity serves as the primary credibility indicator for 41.7% of creators, who use metrics such as likes and views to evaluate online source reliability. Approximately 20.6% rely on content shared by trusted friends or experts, while 19.4% consider the publisher’s reputation on the subject matter.
Content creators predominantly source their material from personal experiences (58.1%), followed by independent research and expert interviews (38.7%). Both mainstream news media and non-mainstream online sources tie as the third most common source at 36.9%.
According to a recent Pew Research Center report on U.S. news consumption patterns, 21% of Americans regularly receive news from social media creators. The trend is particularly pronounced among younger adults, as 37% of those aged 18-29 regularly turn to creators for news content.
Source: UNESCO
Key Challenges and Regulatory Understanding
The research identifies several key challenges facing creators. About 32.3% report experiencing hate speech, with 31.5% choosing to ignore it and only 20.4% reporting incidents to social media platforms. Additionally, 35.2% of creators acknowledge encountering ethical dilemmas while creating content.
Regarding sponsored content, 52.6% of surveyed creators actively engage in brand partnerships. Among these, 58.9% use disclaimer labels for sponsored content, while 46.8% directly disclose sponsorships in their posts—approximately 7.2% present sponsored content without disclosure.
The study also examines creators’ knowledge of regulatory frameworks. About 59% of respondents report being either unfamiliar with or having only heard of regulatory frameworks and international standards relating to digital communications. Additionally, 27% are unaware of content creator regulations in their own countries.
Source: UNESCO
Demographics and Platform Usage
Demographics of the surveyed creators show that 52.8% are under 35 years old, with the largest group (33.4%) between 25-34 years. The majority (68%) are nano influencers with 1,000-10,000 followers, while 25% are micro influencers with 10,000-100,000 followers.
Instagram emerges as the most popular platform (34%), followed by Facebook (25%) and TikTok/Douyin (16.4%). The most common content categories include fashion/lifestyle (39.3%), beauty (34%), and travel/food (34%).
Source: UNESCO
The research indicates that 73.7% of content creators express interest in free online training focused on ethical practices and freedom of expression standards. Among those not interested, 50.7% cite time constraints as the primary reason.
The study also finds that 68% of creators have a bachelor’s degree or higher, with most having 1-3 years of content creation experience (45.2%). About 31.4% report digital content creation as their main source of income, with platform revenue sharing (21%) representing the largest income source.
The research surveyed 500 content creators across 45 countries and territories, supplemented by in-depth interviews with 20 creators. It defines digital content creators as individuals who regularly post online content and have over 1,000 followers. UNESCO conducted this research to inform its online course “Digital Content Creators and Journalists: How to Be a Trusted Voice Online,” developed in partnership with the Knight Center for Journalism in the Americas.
David Adler is an entrepreneur and freelance blog post writer who enjoys writing about business, entrepreneurship, travel and the influencer marketing space.
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A new UNESCO study finds that only 36.9% of digital content creators verify information before sharing it with their audiences, highlighting potential challenges in the creator economy.
The “Behind the Screens” survey, conducted by Bowling Green State University between August and September 2024, reveals that popularity serves as the primary credibility indicator for 41.7% of creators, who use metrics such as likes and views to evaluate online source reliability. Approximately 20.6% rely on content shared by trusted friends or experts, while 19.4% consider the publisher’s reputation on the subject matter.
Content creators predominantly source their material from personal experiences (58.1%), followed by independent research and expert interviews (38.7%). Both mainstream news media and non-mainstream online sources tie as the third most common source at 36.9%.
According to a recent Pew Research Center report on U.S. news consumption patterns, 21% of Americans regularly receive news from social media creators. The trend is particularly pronounced among younger adults, as 37% of those aged 18-29 regularly turn to creators for news content.
Source: UNESCO
Key Challenges and Regulatory Understanding
The research identifies several key challenges facing creators. About 32.3% report experiencing hate speech, with 31.5% choosing to ignore it and only 20.4% reporting incidents to social media platforms. Additionally, 35.2% of creators acknowledge encountering ethical dilemmas while creating content.
Regarding sponsored content, 52.6% of surveyed creators actively engage in brand partnerships. Among these, 58.9% use disclaimer labels for sponsored content, while 46.8% directly disclose sponsorships in their posts—approximately 7.2% present sponsored content without disclosure.
The study also examines creators’ knowledge of regulatory frameworks. About 59% of respondents report being either unfamiliar with or having only heard of regulatory frameworks and international standards relating to digital communications. Additionally, 27% are unaware of content creator regulations in their own countries.
Source: UNESCO
Demographics and Platform Usage
Demographics of the surveyed creators show that 52.8% are under 35 years old, with the largest group (33.4%) between 25-34 years. The majority (68%) are nano influencers with 1,000-10,000 followers, while 25% are micro influencers with 10,000-100,000 followers.
Instagram emerges as the most popular platform (34%), followed by Facebook (25%) and TikTok/Douyin (16.4%). The most common content categories include fashion/lifestyle (39.3%), beauty (34%), and travel/food (34%).
Source: UNESCO
The research indicates that 73.7% of content creators express interest in free online training focused on ethical practices and freedom of expression standards. Among those not interested, 50.7% cite time constraints as the primary reason.
The study also finds that 68% of creators have a bachelor’s degree or higher, with most having 1-3 years of content creation experience (45.2%). About 31.4% report digital content creation as their main source of income, with platform revenue sharing (21%) representing the largest income source.
The research surveyed 500 content creators across 45 countries and territories, supplemented by in-depth interviews with 20 creators. It defines digital content creators as individuals who regularly post online content and have over 1,000 followers. UNESCO conducted this research to inform its online course “Digital Content Creators and Journalists: How to Be a Trusted Voice Online,” developed in partnership with the Knight Center for Journalism in the Americas.
Read the full report here.