Advertising, Public Relations & Marketing

The risk of false news for content marketing

Since the boom of social networks as news distribution channels, we have had to deal with a series of articles and information of dubious origin, which is presented as reality and with great success. This trend is causing audiences to doubt more about the sources they trust and make them doubt the quality and relevance of the content they are consuming.

Facebook was in the eye of the hurricane at the end of the elections in the United States, as some experts considered that the company played an essential role in determining the outcome; to a large extent, due to the enormous amount of news that circulated on the platform. A study presented by BuzzFeed found that the 20 most successful fake news during the election period were shared 1.4 million times more than the 20 most important real news. Mark Zuckerberg, creator of Facebook, has argued that his company only acts as a distribution channel, but have also committed to implement measures to detect fraudulent content. The users themselves may also report a false or misleading news, and third party services will verify these indications.

On the other hand, Contently launched an investigation into media trust. The results are very interesting:

  • 54% of participants feel cheated by the native advertising.
  • 77% do not consider native ads to be advertising.
  • 44% could not distinguish the sponsor in the advertising article.

At this moment, it is presented as an opportunity for content creators to once again increase the confidence of their audience: achieve it through leadership and become an expert in your field.

Some authors have suggested that advertisers should adopt tools and processes that can assure the reader that the content is clear. This allows building trust in a simpler way. The brands that do content marketing should find ways to be authentic by positioning their brand as a leader.

Content remains a valuable asset in any modern advertising strategy, so it is difficult to disappear simply by the presence of false news. What is a fact is that the challenge becomes more delicate and, fortunately, also the rewards of creating content that people can trust.

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