Social media affords brands a plethora of advantages, from building brand awareness and more effectively engaging with consumers to gaining valuable real-time insights into consumer sentiment, which allows them to better understand their target audience. However, the ease with which false or misleading information can be shared without vetting, fact-checking, or accountability has made social media a breeding ground for misinformation. As consumers become increasingly wary of all information on social media, it is crucial for brands to be more proactive in addressing misinformation, says GlobalData, a leading data and analytics company.

Researchers at Deakin University in Australia recently conducted a national audit of influencer posts, which revealed that nearly half contained inaccurate information. The study looked at nearly 700 Instagram posts by influencers and brands with more than 100,000 followers and found that 45% contained inaccurate nutrition information. Significantly, brand accounts (such as supplement companies and subscription services for online programs and meal plans) were found to provide the least accurate and lowest quality information, while the most accurate and high-quality information was provided by nutritionists and dietitians.

Katrina Diamonon, Principal Consumer Analyst at GlobalData, comments: “The study highlights the need for brands to utilize social media thoughtfully and with a degree of humility. Marketers should acknowledge that consumers will not unconditionally trust what brands are saying online. In fact, consumers are often skeptical of brand messaging on social media, as it can be viewed as promotional and lacking authenticity.”

A survey* conducted by GlobalData found that the majority (58%) of consumers globally are likely to purchase a product based on recommendations or endorsements by medical professionals, with trust in friends and family even higher (66%). Only 30% would make a purchase based on social media or influencer recommendations. Additionally, 42% of consumers are hesitant to buy products directly through social media because it is difficult to know which sellers to trust.

Diamonon continues: “Building trust on social media is essential for brands to establish strong relationships with their audience and foster loyalty. In order to do this, they need to be transparent about their products, services, and business practices. Influencer marketing does have its benefits, but brands must ensure that partnerships are effective, ethical, and aligned with brand values.”

Diamonon concludes: “Consumers take their health very seriously, and if brands are found to offer incorrect or misleading health advice, it can have serious consequences not only for brand image but for consumers’ health and wellbeing. Brands should consider collaborating with qualified healthcare professionals, nutritionists, or other experts to develop health-related content or initiatives. Partnering with experts adds credibility and ensures that the information provided is accurate and trustworthy.”

*GlobalData 2023 Q4 Consumer Survey – Global, published in December 2023, sample size – 21,000