Category
Tech
Delegated Interfaces
Trend cluster
Category
COVID
Verified
Brands and organizations are battling the spread of misinformation during COVID-19.
3.6
Trend score
Trend
What is the COVID Verified trend?
COVID Verified: Since March, mainstream Western media has covered COVID-19 content in high volumes and many have taken to social media to share about the virus, creating a bigger opportunity for misinformation. To remedy this, organizations are going beyond traditional fact-checking platforms and are aiming to engage consumers directly with authentic information through building community, centered around experts and verification.
Insight
The consumer insight behind the COVID Verified trend
In recent years, individuals have become aware of the dangers of fake news and as a result, many are increasingly skeptical about the information they consume, both online and in print. COVID-19 has caused people to do a lot of research, pertaining to the virus itself, its effect on other countries, the political responses to the pandemic, and so on. Because of this desire of wanting to understand and better educate themselves in the pandemic, individuals are looking for trustworthy and verified information.
Trend themes
Themes within the COVID Verified trend
Three behaviours holding the trend together01
Verified Information Campaigns
Organizations are aiming to engage consumers directly with authentic information through building community, centered around experts and verification.
02
Influencer Marketing for Experts
Businesses are looking toward verified experts—or even 'healthcare influencers'—that are able to share trustworthy facts in an efficient manner.
03
COVID-Specific Content Series
Initiatives are focused on revealing trustworthy information, pertaining to scientific facts, as well as economic, social, and political issues amid the ongoing pandemic.
Industry implications
What the COVID Verified trend means for industry
Where the trend changes the playbookFor
Media and Journalism
Businesses can benefit from building platforms for verified information campaigns to battle fake news and provide authentic and trustworthy information.
For
Influencer Marketing
Through verified influencer marketing, businesses have the opportunity to engage and educate their customers directly, building trust and authority in their industry.
For
Social Activism and Philanthropy
Organizations can collaborate with social mobilization groups and foundations to launch initiatives like 'Verified' to spread trusted pandemic information and even stories 'from the best of humanity.'
Workshop question
How can your brand combat the spread of fake news?
Trend signals
Trend signals for COVID Verified
Trend score 3.6 out of 10, from popularity 70%, activity 29%, freshness 9%.
Popularity70%
Activity29%
Freshness9%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer (not a primary audience)
Market
North America
Europe
Asia-Pacific
South America
Evidence
Examples of the COVID Verified trend
4 featured examples from Sep 11, 2020CategoryMarketing
Trusted Pandemic Information Initiatives
The UN Launched the 'Verified' Campaign Amid COVID-19
The 'Verified' campaign highlights the need to ensure that information shared online is verified and comes from a trusted source.
CategoryPop Culture
Authentic COVID-Specific Content Series
PandemicTalks is Launched to Fight COVID-19 Misconceptions
Innovative healthcare strategies aimed at raising public awareness and confidence regarding COVID-19.
CategoryMarketing
Healthcare Influencer Campaigns
Terveystalo Launches the ‘Essential Influencer’ Campaign
The healthcare industry can leverage healthcare influencer campaigns to enhance communication, educate consumers, and promote evidence-based information.
CategorySocial Good
Verified Pandemic Information
Soufan Center and Truepic Spotlight COVID-Impacted Conflict Zones
The journalism industry can benefit from utilizing digital verification tools to verify information and combat fake news.
