Premium news content can set a brand apart in an age when fake news on social media is a growing concern for consumers, a new survey by Reuters has found.
While the general public wants Google and Facebook to do more to clamp down on fake news, consumption of news is soaring and the vast majority are eager to read and watch factual and impartial content from respected third-party sources. This gives brands a unique opportunity to position themselves as an authoritative figure with a regular news schedule.
In terms of advertising, fake news will continue to pose a major challenge for brands, as more than three-quarters of respondents admit that their perception of a brand can be damaged if they see ads next to inappropriate articles and videos on social media or other connected platforms.
“Advertising agencies and tech companies alike are having to pay more attention to good governance and integrity,” Reuters’ Senior VP for Sales and Content Munira Ibrahim said. “Executives are looking for factual and impartial content in a trusted environment and the findings of this research highlight the enduring importance of trusted brands in an era of fake news.”
A separate study by News UK has also found that while brands are worried about putting ads next to certain types of content, they could benefit by advertising around “hard” news as it can increase engagement. The amount of time that a consumer spent with an ad increased by 45% when they were reading an arousing piece of content compared to a calm article.