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@basvandenbeld
Speaking
Training
Consulting
Bas van den Beld
www.basvandenbeld.com |www.speakwithpersuasion.com |
Marketingcoach
Speakingcoach
Why we believe Fake News
Benchmark 2018
@basvandenbeld
www.basvandenbeld.com | www.speakwithpersuasion.com |
How Your Audience Will Believe Anything – The Psychology Behind the Fake News
@basvandenbeld
www.basvandenbeld.com | www.speakwithpersuasion.com |
@basvandenbeld
www.basvandenbeld.com | www.speakwithpersuasion.com |
@basvandenbeld
www.basvandenbeld.com | www.speakwithpersuasion.com |
Are we even capable of living in a
real world without fake content?
@basvandenbeld
www.basvandenbeld.com | www.speakwithpersuasion.com |
Fake News: New?
@basvandenbeld
www.basvandenbeld.com | www.speakwithpersuasion.com |
@basvandenbeld
www.basvandenbeld.com | www.speakwithpersuasion.com |
@basvandenbeld
www.basvandenbeld.com | www.speakwithpersuasion.com |
@basvandenbeld
www.basvandenbeld.com | www.speakwithpersuasion.com |
Hoax
Conspiracy theories
Propaganda
Whisper campaignsGossip
Rumor
Lies
Subliminal messaging
PR Marketing
@basvandenbeld
www.basvandenbeld.com | www.speakwithpersuasion.com |
Is “Fake News” just a term?
@basvandenbeld
www.basvandenbeld.com | www.speakwithpersuasion.com |
@basvandenbeld
www.basvandenbeld.com | www.speakwithpersuasion.com |
@basvandenbeld
www.basvandenbeld.com | www.speakwithpersuasion.com |
@basvandenbeld
www.basvandenbeld.com | www.speakwithpersuasion.com |
@basvandenbeld
www.basvandenbeld.com | www.speakwithpersuasion.com |
@basvandenbeld
www.basvandenbeld.com | www.speakwithpersuasion.com |
@basvandenbeld
www.basvandenbeld.com | www.speakwithpersuasion.com |
@basvandenbeld
www.basvandenbeld.com | www.speakwithpersuasion.com |
@basvandenbeld
www.basvandenbeld.com | www.speakwithpersuasion.com |
@basvandenbeld
www.basvandenbeld.com | www.speakwithpersuasion.com |
And then came the Internet
@basvandenbeld
www.basvandenbeld.com | www.speakwithpersuasion.com |
@basvandenbeld
www.basvandenbeld.com | www.speakwithpersuasion.com |
@basvandenbeld
www.basvandenbeld.com | www.speakwithpersuasion.com |
The biggest difference from then
until now: mass
@basvandenbeld
www.basvandenbeld.com | www.speakwithpersuasion.com |
Fake content:
Content that is inaccurate, created
to deceive, disrupt or push an
agenda
@basvandenbeld
www.basvandenbeld.com | www.speakwithpersuasion.com |
Fake content is about influencing the brain
@basvandenbeld
www.basvandenbeld.com | www.speakwithpersuasion.com |
What’s the purpose?
To deceive
To push an
agenda
To make
money
@basvandenbeld
www.basvandenbeld.com | www.speakwithpersuasion.com |
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
www.basvandenbeld.com | www.speakwithpersuasion.com |
Anything for the clicks
@basvandenbeld
www.basvandenbeld.com | www.speakwithpersuasion.com |
@basvandenbeld
www.basvandenbeld.com | www.speakwithpersuasion.com |
All content is biased
@basvandenbeld
www.basvandenbeld.com | www.speakwithpersuasion.com |
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
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
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
@basvandenbeld
www.basvandenbeld.com | www.speakwithpersuasion.com |
@basvandenbeld
www.basvandenbeld.com | www.speakwithpersuasion.com |
@basvandenbeld
www.basvandenbeld.com | www.speakwithpersuasion.com |
Nina Moric, an Italian model who is originally Croatian, voiced her anger about Jackson and Johnson, saying seeing migrant
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 the
Another added: "Immigration is crushing us”.
Source: https://www.independent.co.uk/arts-entertainment/films/news/samuel-l-jackson-magic-johnson-lazy-migrants-italy-tu
Parody
False
Connection
Misleading
content
False context
Imposter
content
Manipulated
content
Fabricated
content
abcnews.go.com/ abcnews.com.co
Real Fake
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
False
Connection
Misleading
content
False context
Imposter
content
Manipulated
content
Fabricated
content
But the subject was the photographer’s nephew, and it was all staged.
@basvandenbeld
www.basvandenbeld.com | www.speakwithpersuasion.com |
How does it spread?
@basvandenbeld
www.basvandenbeld.com | www.speakwithpersuasion.com |
“Fake” accounts
@basvandenbeld
www.marketingcirkel.nl | www.speakwithpersuasion.com |
Google’s autocomplete
@basvandenbeld
www.basvandenbeld.com | www.speakwithpersuasion.com |
Repetition and echoing
@basvandenbeld
www.basvandenbeld.com | www.speakwithpersuasion.com |
Getting into their bubble
@basvandenbeld
www.basvandenbeld.com | www.speakwithpersuasion.com |
Facebook & Google targeting
@basvandenbeld
www.basvandenbeld.com | www.speakwithpersuasion.com |
Getting into their bubble
@basvandenbeld
www.basvandenbeld.com | www.speakwithpersuasion.com |
Going local
@basvandenbeld
www.basvandenbeld.com | www.speakwithpersuasion.com |
People trust local news more than
national news
Source: Pew Research
@basvandenbeld
www.basvandenbeld.com | www.speakwithpersuasion.com |
The overlapping tactic
@basvandenbeld
www.basvandenbeld.com | www.speakwithpersuasion.com |
The biggest loophole is that bloggers
and journalists are lazy
@basvandenbeld
www.basvandenbeld.com | www.speakwithpersuasion.com |
Why do we believe fake content?
@basvandenbeld
www.basvandenbeld.com | www.speakwithpersuasion.com |
With Fake News and Content, it’s not
about the facts, it’s about the emotion
@basvandenbeld
www.marketingcirkel.nl | www.speakwithpersuasion.com |
The most powerful predictor of what spreads is anger
@basvandenbeld
www.basvandenbeld.com | www.speakwithpersuasion.com |
We like to be fooled
@basvandenbeld
www.basvandenbeld.com | www.speakwithpersuasion.com |
Our memory determines what we believe
@basvandenbeld
www.marketingcirkel.nl | www.speakwithpersuasion.com |
Details of memories get lost
@basvandenbeld
www.basvandenbeld.com | www.speakwithpersuasion.com |
Our habits get in the way
@basvandenbeld
www.marketingcirkel.nl | www.speakwithpersuasion.com |
If the message confirms our habits…
@basvandenbeld
www.basvandenbeld.com | www.speakwithpersuasion.com |
Changing our believes is almost impossible
@basvandenbeld
www.basvandenbeld.com | www.speakwithpersuasion.com |
Our brain isn't focused on finding the
truth, but to solve adaptive problems
@basvandenbeld
www.basvandenbeld.com | www.speakwithpersuasion.com |
We look for an explanation for
something in stead of “it's not true”
@basvandenbeld
www.basvandenbeld.com | www.speakwithpersuasion.com |
What were were told as kids stays with us
@basvandenbeld
www.basvandenbeld.com | www.speakwithpersuasion.com |
If you say no…
@basvandenbeld
www.basvandenbeld.com | www.speakwithpersuasion.com |
Letting go of our judgement is painful
@basvandenbeld
www.basvandenbeld.com | www.speakwithpersuasion.com |
These are all lessons from marketing
How Your Audience Will Believe Anything – The Psychology Behind the Fake News
How Your Audience Will Believe Anything – The Psychology Behind the Fake News
@basvandenbeld
www.basvandenbeld.com | www.speakwithpersuasion.com |
Where does it end?
AI will boost fake reviews
@basvandenbeld
www.basvandenbeld.com | www.speakwithpersuasion.com |
@basvandenbeld
www.basvandenbeld.com | www.speakwithpersuasion.com |
Virtual reality will make us question
everything we see
How Your Audience Will Believe Anything – The Psychology Behind the Fake News
@basvandenbeld
www.basvandenbeld.com | www.speakwithpersuasion.com |
We can’t trust anyone. Not even
ourselves
@basvandenbeld
www.basvandenbeld.com | www.speakwithpersuasion.com |
Marketers need to educate
@basvandenbeld
www.basvandenbeld.com | www.speakwithpersuasion.com |
Teach people to check their intuition
@basvandenbeld
www.basvandenbeld.com | www.speakwithpersuasion.com |
@basvandenbeld
www.basvandenbeld.com | www.speakwithpersuasion.com |
And finally: laugh about it
@basvandenbeld
www.basvandenbeld.com | www.speakwithpersuasion.com |
Have Bas speak or train at your event or consult with Bas? Get in touch!
Bas van den Beld
www.basvandenbeld.com
www.speakwithpersuasion.com
www.linkedin.com/in/basvandenbeld
@basvandenbeld
Thank you!

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