Fake News: why we believe it and why they are a marketing thing

@basvandenbeld
www.marketingcirkel.nl | www.speakwithpersuasion.com |
#theinbounder
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Bas van den Beld 
www.basvandenbeld.com
www.marketingcirkel.nl
www.speakwithpersuasion.com 
www.linkedin.com/in/basvandenbeld
@basvandenbeld
Fake News: Why We Believe
Them and Why They Are a
Marketing Thing
Bas van den Beld
@basvandenbeld

@basvandenbeld
#theinbounder

@basvandenbeld
Are we even capable of living in a
real world without fake content?

@basvandenbeld
#theinbounder
Fake News: New?

@basvandenbeld
#theinbounder
Hoax
Conspiracy theories
Propaganda
Whisper campaignsGossip
Rumor
Lies
Subliminal messaging
PR Marketing

@basvandenbeld
Is “Fake News” just a term?

@basvandenbeld
#theinbounderAnd then came the Internet

@basvandenbeld
#theinbounder
The biggest difference from then
until now: mass

@basvandenbeld
#theinbounder
Fake content:
Content that is inaccurate, created
to deceive, disrupt or push an
agenda

@basvandenbeld
#theinbounder
Fake content is about influencing the brain

@basvandenbeld
#theinbounder
What’s the purpose?
To deceive
To push an
agenda
To make
money

@basvandenbeld
#theinbounder
They can’t help themselves
People need
to send
updates
Bloggers and
journalists
need to
produce
Influencers
need to look
good
Publishers
are
screaming
for attention

@basvandenbeld
#theinbounder
Anything for the clicks

@basvandenbeld
#theinbounder
All content is biased

@basvandenbeld
7 types of fake content

Parody
False
Connection
Misleading
content
False context
Imposter
content
Manipulated
content
Fabricated
content

Parody
False
Connection
Misleading
content
False context
Imposter
content
Manipulated
content
Fabricated
content
Parody

Parody
False
Connection
Misleading
content
False context
Imposter
content
Manipulated
content
Fabricated
content
False connection

Parody
False
Connection
Misleading
content
False context
Imposter
content
Manipulated
content
Fabricated
content
Misleading content

@basvandenbeld
#theinbounder
False context

@basvandenbeld
#theinbounder
Nina Moric, an Italian model who is originally Croatian, voiced her anger about Jackson and Johnson, saying seeing
migrants misusing "our 35 Euros" was "too much”.
Oblivious to who was in the image, one critic said: ”Nina Moric is right and this is shameful ... I am not racist, but I know
there are people who really do not have money, while these wear branded clothes and relax”.
Another added: "Immigration is crushing us”.
Source: https://www.independent.co.uk/arts-entertainment/films/news/samuel-l-jackson-magic-johnson-lazy-migrants-italy-
tuscany-forte-dei-marmi-louis-vuitton-a7905026.html
False context

Parody
False
Connection
Misleading
content
False context
Imposter
content
Manipulated
content
Fabricated
content
abcnews.go.com/ abcnews.com.co
Imposter content
Real Fake

Parody
False
Connection
Misleading
content
False context
Imposter
content
Manipulated
content
Fabricated
content
Manipulated content

Parody
False
Connection
Misleading
content
False context
Imposter
content
Manipulated
content
Fabricated
content
Fabricated content

Parody
False
Connection
Misleading
content
False context
Imposter
content
Manipulated
content
Fabricated
content
Fabricated content
But the subject was the photographer’s nephew, and it was all staged.

@basvandenbeld
#theinbounder
How does it spread?

@basvandenbeld
#theinbounder
“Fake” accounts

@basvandenbeld
#theinbounder
Repetition and echoing

@basvandenbeld
#theinbounder
Getting into their bubble

@basvandenbeld
#theinbounder
Facebook & Google targeting

@basvandenbeld
#theinbounder
Going local

@basvandenbeld
#theinbounder
People trust local news more than
national news
Source: Pew Research

@basvandenbeld
#theinbounder
The overlapping tactic

@basvandenbeld
#theinbounder
The biggest loophole is that bloggers
and journalists are lazy

@basvandenbeld
#theinbounder
Why do we believe fake content?

@basvandenbeld
#theinbounder
We like to be fooled

@basvandenbeld
#theinbounder
Our memory determines what we believe

@basvandenbeld
#theinbounder
Our habits get in the way

@basvandenbeld
#theinbounder
Changing our believes is almost impossible

@basvandenbeld
#theinbounder
Our brain isn't focused on finding the
truth, but to solve adaptive problems

@basvandenbeld
#theinbounder
We look for an explanation for
something in stead of “it's not true”

@basvandenbeld
#theinbounder
What were were told as kids stays with us

@basvandenbeld
#theinbounder
If you say no…

@basvandenbeld
#theinbounder
Letting go of our judgement is painful

@basvandenbeld
#theinbounder
These are all lessons from marketing

@basvandenbeld
Where does it end?

@basvandenbeld
#theinbounder
Virtual reality will make us question
everything we see

@basvandenbeld
#theinbounder
We can’t trust anyone. Not even
ourselves

@basvandenbeld
#theinbounder
Marketers need to educate

@basvandenbeld
#theinbounder
Teach people to check their intuition

@basvandenbeld
#theinbounder
And finally: laugh about it

@basvandenbeld
Have Bas speak or train at your event or consult with Bas? Get in touch!
Bas van den Beld 
www.basvandenbeld.com
www.marketingcirkel.nl
www.speakwithpersuasion.com 
www.linkedin.com/in/basvandenbeld
@basvandenbeld
Thank you!

Fake News: why we believe it and why they are a marketing thing

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Fake News: why we believe it and why they are a marketing thing