Disinformation, sometimes referred to as “fake news”, has slowly crept into the marketing world, creating significant challenges for brands and consumers alike. While the term “fake news” may conjure images of political scandals (hello, Mr Trump) and social media conspiracies, its influence extends well beyond the realm of news media and into the world of marketing.
For businesses and brands, understanding and combating disinformation in content marketing is essential to maintaining credibility, building trust, and fostering genuine connections with their audience.
The rise of disinformation in content marketing
Disinformation in content marketing refers to deliberately spreading false or misleading information, to manipulate audience perceptions, drive engagement, or even damage competitors. Unlike misinformation, which is inaccurate information spread unintentionally, disinformation is a calculated tactic designed to deceive.
Having so many digital platforms available has made it easier than ever for marketers to create and distribute content. However, this accessibility has also made it much easier to spread disinformation. Social media platforms, blogs, and even search engines can be exploited to spread misleading or entirely false content. The effects can be far-reaching, eroding consumer trust and undermining the credibility of marketing.
The impact of fake news
Disinformation can have devastating consequences for brands, particularly when it comes to trust. When disinformation infiltrates marketing, it can lead to confusion, scepticism, and ultimately, a breakdown in trust. Consumers who feel misled by a brand may turn to competitors, share negative experiences, and even become vocal critics on social media.
Similarly, the spread of false information can damage a brand’s reputation. Whether it’s a competitor spreading false claims about a product or service, or the brand itself unintentionally sharing inaccurate information, the results can be severe. Rebuilding a tarnished reputation takes time, resources and, in some cases, the damage may be irreversible.
Furthermore, brands that engage in or inadvertently spread disinformation may face legal consequences. Regulatory bodies, such as the Advertising Standards Authority (ASA), have strict guidelines on advertising and content accuracy. Violating these regulations can result in fines, sanctions, and public censure, further harming a brand’s reputation.
Common forms of disinformation in marketing
Disinformation in content marketing can take many forms, each with its own set of challenges. It can come in the form of fake reviews and testimonials, created to artificially inflate a brand or product’s reputation, through to companies making exaggerated or outright false claims about their services.
Another form of disinformation involves creating content that appears to be informative or educational but actually designed to mislead. For example, a blog post might appear to be an objective analysis, when it is actually a thinly veiled sales pitch full of biassed or inaccurate information.
We’ve also recently seen an increase in manipulated images and videos, again leading to misleading narratives. In a marketing context, whether it’s altering photos to misrepresent a product or using deepfake technology to create false video content, the potential for deception is significant.
Standing up for the truth
There are a number of proactive steps brands can take to combat disinformation. The most effective is to be transparent and accurate in every piece of marketing content. This means fact-checking claims, providing sources for information, and being upfront about any potential biases. Prioritising truthfulness in content builds trust with an audience and helps brands set themselves apart from competitors who may engage in deceptive practices.
At the same time, if you can educate your audience to identify disinformation – and spot the difference between truth and lies – you can protect them from fake news, while positioning yourself as a trustworthy source of information. Furthermore, actively monitoring digital channels for disinformation about your brand allows you to respond quickly and appropriately. Whether it’s a false review or story, you can then look to get a public correction, apology, or take legal action if necessary.
Brands can also now invest in tools that verify the authenticity of content, detect manipulated images or videos, and monitor for fake reviews. These can prove invaluable when it comes to maintaining integrity.
As fake news becomes more common, it falls on the shoulders of marketers to put an emphasis on proper research, information sourcing and transparency, to ensure audiences remain correctly informed. Regardless of coverage, links and lead generation, credibility – and the truth – remains of the utmost importance, and what your brand will be truly judged by.
