Influencers 2024. Data, Facts, and Stories from the UNESCO Report

illustration: DALL-E

As highlighted by the authors of the "Behind The Screens" report, published at the end of 2024 by UNESCO, digital creators operate for various reasons. Most frequently, they emphasize sharing knowledge (26%), earning income (23.8%), and providing entertainment (23.4%). Less common motivations include expressing opinions (13.8%) or promoting specific causes (5.8%).

For instance, Amanda da Cruz Costa from Brazil emphasizes her engagement in climate activism, while Faith Sycaoyao from the USA sees her mission as inspiring others through art. Creators, despite working in different fields, combine personal passions with a mission to influence the world.

Main Motivations:

• Sharing knowledge: 26%
• Earning income: 23.8%
• Entertainment: 23.4%
• Expressing opinions: 13.8%
• Promoting causes: 5.8%

Content Credibility Issues

A significant portion of creators (62%) admit that they do not thoroughly verify information before publishing. Popularity – measured by likes and views – is their main indicator of credibility (41.7%). Further down the list are recommendations from friends (20.6%) and evidence in the content (17%).

Main Indicators of Content Credibility

Indicator	Percentage of Creators
Popularity (likes, views)	41.7%
Recommendations from friends	20.6%
Author’s reputation	19.4%
Evidence and documentation	17%

The lack of systematic data verification poses risks to content audiences. UNESCO recommends intensifying training for creators to promote better media practices.

Law, Ethics, and Hate Speech

The study reveals that 59% of creators are unaware of regulations regarding freedom of speech or copyright laws. Only 32.4% of respondents claimed a good understanding of these regulations.

Insufficient legal knowledge is also linked to ethical issues. Only 50% of creators always disclose their content sponsors, undermining the transparency of their actions. This points to the need for implementing ethical standards in the influencer industry.


One of the biggest challenges for creators is hate speech. As many as 32.3% of respondents have experienced it firsthand, with 31.5% ignoring such incidents and only 20.4% reporting them to platforms.

Creators and Social Media Platforms

The relationship between creators and platforms is crucial for their success. The report indicates that 67.8% of respondents find platform guidelines clear, although most believe that technical support could be improved.

Evaluation of Collaboration with Platforms

Aspect	Percentage of Respondents
Clarity of guidelines	67.8%
Content moderation	64.6%
Technical support	65.9%
Safety management	69.3%

Introducing better algorithms and a more human approach to moderation could improve the quality of collaboration between creators and platforms.

Training and Support

The report highlights a significant demand for training. Only 13.9% of respondents have participated in any ethics or legal courses, although 73.7% expressed interest in free UNESCO programs.

What Can Help Creators?

• Access to training in ethics and law.
• Tools to combat hate speech.
• Better collaboration with social media platforms.

Implementing such initiatives would allow creators to operate more responsibly and professionally. The UNESCO report shows that digital creators play a key role in shaping public opinion and promoting credible content. However, for their influence to be positive, they need support through training, regulations, and better relations with platforms.

The research was conducted on a group of 500 creators from 45 countries and included 20 in-depth interviews. The full UNESCO "Behind The Screens" report is available for free at https://news.un.org/en/story/2024/11/1157546.