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  • Where do people place their trust on social media?
  • Where do people place their trust on social media?
    @bermudaisbae | Twitter (2019) ©
REPORT

How much sway do online influencers really hold?

A growing awareness of fake news and the proliferation of sponsored posts on social media has seen the trustworthiness and authenticity of online influencers come into question. How are established experts, nano-influencers, and CGI characters rebuilding confidence and digital relevance?

Location North America / Northern Europe

Scope
Instagram, Twitter, and YouTube have launched the careers of countless ‘ordinary’ individuals, giving them platforms through which to market themselves and secure book deals, advertising partnerships, and even TV shows. But the social media landscape is becoming increasingly unfriendly to these online stars, with the furore around influencer/scammer Caroline Calloway highlighting how their authenticity is coming under question and Instagram’s trial of hidden ‘likes’ acknowledging concerns about the pressure to appear popular. [1] Add to this a growing wariness of fake news and it’s no wonder why people are reconsidering who they can trust for ...

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