It is official: 63 percent of social media influencers might be the source of fake news 
The phenomenon of content creation and social media influencers did not exist 15 years ago. Crucially, this profession lacks the regulatory framework of other established fields. What exists are general guidelines and legislation focused primarily on controlling excesses.
Saudi Arabia is among the countries targeted by misleading news, often impossible to trace back to its source. These purveyors of misinformation subtly inject poison into otherwise innocuous content. The situation becomes even more dangerous when such misinformation is presented in satirical or comedic formats, subtly addressing sensitive topics, as it reaches a broader audience that may not be interested in serious news or lacks the experience to read between the lines. The term “fact-checking” only entered the Arab region in 2017.
A UNESCO study published in December 2024, involving 500 social media influencers from 25 countries, revealed that 63 percent of them do not know the basic practices for verifying information and do not refer to reliable sources for confirmation. Instead, they rely on superficial indicators, such as likes, shares or trusted friends to evaluate content. Sixty-six percent of these influencers disseminate inaccurate information to millions of followers. In contrast, traditional media has experienced a significant decline, particularly in its role as a news source. According to the UN study, only 37 percent of influential content creators turn to traditional media, highlighting a need for traditional media outlets to reassess their strategies to regain their former standing or develop a competitive edge against news content on social media platforms, which has become the dominant source of news today.
Multiple studies have found that the average person speaks about 16,000 words a day, a significant portion of which revolves around topics they enjoy or are interested in. Globally, there are 100 million daily conversations centered solely on global brands. Influencers can be considered mobile billboards. According to Jonah Berger, a marketing professor at the University of Pennsylvania, in his 2016 book “Contagious: Why Things Catch On,” the impact of content creators is ten times greater than traditional advertising due to their higher perceived credibility. Their followers often share similar interests, making them a form of social currency exchanged and traded between individuals. Their rise was initially fueled by engaging and unconventional topics, making them captivating and noteworthy.
In 2011, singer Rebecca Black, then a 13-year-old, uploaded her song “Friday” on YouTube. Despite some critics deeming it one of the worst songs in history, it garnered 300 million views that same year, with peak viewership on Fridays, due to the song’s title and theme. This served as a primary trigger, establishing the song’s value and boosting its views. This phenomenon is somewhat similar to the 2018 song “Hala Bil Khamis” (Welcome Thursday) by Ma’an Barghouth, which achieved 20 million views. In 1997, sales of Mars chocolate skyrocketed simply because people were discussing NASA’s successful landing on Mars, which shares its name with the candy. Notably, the chocolate was named after its founder, Franklin Mars, rather than the fourth planet in our solar system. These examples illustrate the power of triggers in explaining people’s strong interest in certain things.
Studies have shown that individuals who engage in running or strenuous exercise tend to reshare and repost content on social media without reading it, at a rate of 75 percent. This is double the rate of those who prefer to relax and rest, according to data from the Wharton Behavioral Lab. This first group contributes significantly to the spread of erroneous and misleading news. On social media, media messages are often framed as personal narratives to appear independent, which is not always the case. It is generally accepted that incorrect news is created by a misinformer and spread by an uninformed individual.
The top 50 most-followed figures on social media do not include a scientist, a doctor, a lawyer, or even a professor of literature. According to a 2020 study by the Massachusetts Institute of Technology, these personalities are the primary reason for the spread of lies and misinformation, disseminating falsehoods six times faster than true news. CNN reported that fake news is an industry in itself and is particularly prevalent during crises and unstable situations. This was corroborated by linguists at the University of Oslo in 2023. In collaboration with artificial intelligence experts, they are developing technologies to identify the characteristics of fake and fabricated news in various languages, a field they call “fake speak.” This implies that controlling misinformation and lies will be automated in the future without human intervention or electronic reports, a development I and other truth-seekers eagerly anticipate.
• Dr. Bader bin Saud is a columnist for Al-Riyadh newspaper, a media and knowledge management researcher, an expert and university professor in crowd management and strategic planning, and the former deputy commander of the Special Forces for Hajj and Umrah in Saudi Arabia. X: @BaderbinSaud
