Fake news is damaging your brand
New Brandhome research
According to new Brandhome research 77% of Belgians indicate that their trust in media has declined over the past year. The cause? A rise in misinformation and many media sensationalizing news without checking the facts.
When hearing the phrase “fake news”, most people immediately think of Donald Trump. The impact the American President has had on the public’s willingness to trust brands is not to be underestimated. 55% claims that Trump influenced their trust in media. Fake news or misinformation is no longer exclusively an American or British phenomenon. As much as 92% of Belgians believes they have come into contact with fake news in the past, most notably through social media like Facebook and Twitter. Even more striking, 17% of Belgians thinks they come into contact with fake news on a daily basis.
The insurgence of the spread in false information does more than damage the credibility of the media, it has an impact on all brands. 60% of Belgians even admits the would change their consumer behavior when receiving multiple accounts of fake news regarding a certain brand.
Frieke Trompet: “Despite the so-called decline of traditional media, the general public is still inclined to trust their reporting more. On social media news moves at lightning speed, even for brands. Likes, shares, tweets, online reviews, … Fake news is a constant threat, able to cause serious damage to your business. For brands to gain the trust of critical consumers, marketers have to communicate honestly and at the same time look for ways to check online sources, without appearing overly restrictive.”
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