what it is and how it can impact a marketing strategy – WAU
There has never been so much information available in the world, but there has never been so much misinformation. A constant in the digital world, fake news has become part of the sea of shareable content and users eager to disseminate ideas that are often unfounded and beyond absurd. These fake news were propagated relentlessly on social media. […]
There has never been so much information available in the world, but there has never been so much misinformation. A constant in the digital world, fake news has become part of the sea of shareable content and users eager to disseminate ideas that are often unfounded and beyond absurd.
These fake news were propagated relentlessly on social media. This situation, of course, can have numerous negative impacts for people and brands.
In this text, we are going to talk about the concept of fake news and its consequences. We will explain what types and highlight what are the impacts on a Digital Marketing strategy and how to prevent a company from spreading false news. Follow!
Fake news and its negative impacts
The term fake news is associated with false or inaccurate news, which is disseminated in the most diverse means of communication, mainly on the internet and social networks. Unfortunately, however, it is not something of the present day.
Rumors and misinformation are already part of society before the web invades our lives. With technology, fake news just broadened its reach and became part of people’s daily lives, especially in media like Facebook.
Everything happens at such a fast speed that, in many situations, all it takes is a flashy headline for information to be shared and, often, go viral, reaching thousands and even millions of people.
It is true that many are absurd and easily identified, but there are the most subtle fake news and these are the ones that generate more sharing and convince users more. False news can lead to countless unpleasant situations, including serious professional, personal or social issues.
Types of fake news
Do you know how to identify fake news? Below, we list 5 types of fake news, so that you are more aware. Follow!
In many situations, true news is used out of context, in order to manipulate people’s opinions. In this case, fake news happens based on real facts that are carefully chosen to convey ideas that are different from what they actually are to the public.
Parody or satire
Communication media such as Sensacionalista create and publish fake news with a lot of creativity and humor, in order to satirize the media. In such cases, it is necessary to be very careful with the interpretation of spoken news, as the format shared outside the context of the parody can cause several problems.
Generalist or sloppy content
In general, they are materials created in a basic or simplistic way, often with inspiration from sources that are not very precise or not, which end up being classified in the category of false news.
Lying news that has no facts as a basis, but supports a constant narrative
In this case, they are news that do not have an established basis for the truth. Thus, in countless situations, opinions or ideologies clash, which causes unconscious prejudices to enter the scene. Examples of this are conspiracy theories, such as “Michael Jackson is alive” or “Avril Lavigne died and whoever is in his place is, in fact, a double”.
This type of news is deliberately manufactured to obtain advantages through the number of clicks, generating discontent or sensational advertisements. These stories have a tendency to be propagated through fakes news pages and are quickly disseminated in media such as Facebook and Whatsapp.
How fake news affects a Digital Marketing strategy
With fake news, confidence crises are amplified and, thus, your digital marketing strategy may be affected because of the internet, which is the main channel of news consumption in London and in several other parts of the world.
According to the Reuters Institute’s report on digital news, our country is at the top of the ranking regarding the use of social networks as a means of consuming news. The study also indicates a relationship between content consumption and fake news.
Of the Brazilians consulted by the survey, 85% say they are concerned with the reliability of the news they find on the web – a figure that is well above the general average, which is 54%.
These numbers mean that more and more consumers are consuming news and content from the Digital Marketing universe with a certain initial distrust. Thus, in the first instance, it is increasingly challenging to gain the public’s trust.
In this sense, so that your Digital Marketing strategy is not hindered by false news, it is indispensable that you carry out a work of producing a content that is really relevant and valuable for your persona.
In other words, this content must be genuinely aligned with the needs and wants of your potential consumers.
Remember that content directly aimed at selling your products and services can be associated with an intention to manipulate, and your audience is very attentive to that. For this reason, it is very important that you avoid giving scope to make your content appear dubious.
That way, we’ll show you ideas for creating consistent content, without falling into fake news situations.
How to prevent the spread of fake news
The best way to work with legitimate content, which prevents you from spreading possible fake news, is by taking some care to create reliable content.
In addition to generating value for your audience, it is essential that you pay attention to some details to gain visibility and, consequently, authority with your audience. That way, you will position yourself solidly and give no room for confusion with a disseminator of shallow content or false news.
From this context, we list below some precious tips, which will be important when planning and putting into practice your Content Marketing strategy, so that fake news goes far from your company.
Check the sources
At first, it is essential that you and your creative team seek references from reliable sources. Taking inspiration from media that lack credibility and authority can be a real shot in the foot.
To create content that is really relevant, you must check that the media you have consulted is reliable. The best sources, for example, do not wind up and go straight to the point. More important than that, it is always research, compare and review.
Also, be aware of who writes the information, that is, read the author’s credentials and learn about his reputation. Also check if the content is current, original and well written, among other issues.
Use Google News
Google News is great for ensuring that some information is accurate. You can, for example, search for references or support material to create an e-book. Here, however, the same tips related to checking the sources are also valid.
Pay attention to London
Since fake news is inaccurate material, they tend to have several London errors. Therefore, you can and should be aware of content that respects grammatical rules. The most important thing is that you favor the construction of texts that are easy to read and provide a great experience for the user.
Stay tuned for generalist information in the headlines
As you know, the headline of a news item is essential to encourage the user to consume its content. Therefore, you must be very careful with generalist headlines. Content like this makes the text seem imprecise. Go straight to the point and be clear in what you propose to deliver to the user.
Be careful not to involve personal beliefs in your content
If your belief is not directly linked to a reporting format, you should keep it away from your content. So focus on materials that solve your audience’s problems and meet their needs.
Use hyperlinks to confirm data
Once you link information, you leverage your authority over the topic you’re dealing with. In this text, for example, we talk about some data from the Reuters Institute’s report on digital news, and it was duly linked, in case the reader wants to check the information and learn more details of the study.
Keep your pages up to date
If you have a website or blog, it is essential that they are properly updated. Thus, in addition to creating relevant content, it is interesting that you have a volume of information, which will provide you with more reliability with your audience.
Never be discouraged
Obviously, there are many points of attention to producing content that is really serious and that offers value to your audience. Although it is not an easy job, look at the bright side of the situation: by producing relevant content, you are becoming a authority and a reference to your audience and the market. So never get discouraged.
With so many fake news on the market, creating quality content has never been more important. As you do this, you end up standing out in a sea of misinformation. Thus, review your planning and work hard to produce ideas and news that really make a difference for the better life of your current and future customers.
And if you want to reach the next level in this area, take the time to understand everything about content marketing.