Faced with the rise of misinformation on social media and the rise of behaviors deemed excessive by some creators, users are becoming increasingly uncompromising. A recent study confirms a strong trend: a majority of subscribers no longer hesitate to unsubscribe from profiles that cross certain boundaries, thus favoring quality content and a respectful experience. Between the demand for transparency, the quest for reliability, and vigilance in the face of abuses, the subscription dynamic is changing profoundly in 2025.
Social media has become a space where user trust is a valuable asset, constantly being tested. Far from being mere spectators, subscribers are taking concrete measures, such as unsubscribing, to protect their experience and preserve the integrity of the platforms. Let's explore the drivers of this evolution and the challenges it raises in the relationship between creators and subscribers.
This article will explore key concepts of disinformation, user reactions to behavior that goes too far, and the implications for content creators. The causes, statistics, and motivations will be highlighted through concrete examples and recent data.
Understanding the causes of unsubscription in the face of misinformation and creator excesses
Over the years, content consumption on social media platforms has exploded. Today, a majority of internet users in France view videos, stories, or articles produced by independent creators or professional influencers daily. This constant proximity exposes more and more users to issues such as misinformation or behaviors perceived as excessive.
What is disinformation in this context? It is the dissemination of false or misleading content, whether related to current events, products, services, or daily life. The reasons for its spread are numerous: the search for virality, the desire to shock, audience monetization, or simple ignorance. Disinformation takes several forms:
- False testimonies on health, ecology or politics
- Disguised advertising for unproven products
- Conspiracy theories presented as facts
- Manipulation of statistics or images
Excessive behavior: Beyond misinformation, creators are also evaluated based on their visible online actions. The most common behaviors that displease are:
- Overconsumption of content (posting too frequently, spamming, repetitions)
- Looking for buzz with dangerous or controversial challenges
- Lack of transparency on the partnerships
- Aggressive language or attitude towards third parties or subscribers
A recent survey conducted by influencer marketing platform Reech highlights some compelling statistics: 92% of users say they are willing to unsubscribe from a creator who has crossed the line. The reasons given reflect a very real concern about what they consume. It is noted that 61% of unsubscriptions are motivated by misinformation, while 51% are explained by overconsumption or positions considered inappropriate.
This demand for quality is also explained by access to a plethora of offerings. According to Reech's annual study, 64% of respondents follow professionals who make content creation their profession, but nearly 59% also turn to enthusiasts sharing their hobby, proof that there is no shortage of alternatives. In short, the subscriber has become an informed consumer: they arbitrate, compare, and no longer hesitate to leave a creator as soon as they notice a deviation.
| Type of behavior | Percentage of users willing to unsubscribe | Concrete example |
|---|---|---|
| Disinformation | 61% | Creator sharing unproven miracle cures |
| Overconsumption/excess | 51% | Post 8 stories a day, every day |
| Lack of transparency | 30%* | Disguised advertising without mention of “partnership” |
| Aggressive language or behavior | 21% | Openly offending a subscriber or community |
*Data resulting from cross-referencing with the growing demand for transparency (72% of users paying attention to it in 2025).
This dynamic naturally influences creators' strategies. Those who prioritize authenticity, education, or exemplarity more easily build audience loyalty. Take the example of a fashion influencer who makes sure to verify each partnership before promoting it: she thus avoids a loss of trust and promotes a commitment sustainable.
- Systematic verification of sources before publication
- Clear indication of sponsored content
- Respectful responses to comments, even critical ones
- Moderation of publications to avoid “spam”
This rigor constitutes a major competitive advantage today, while subscription turnover has never been so rapid and massive. To delve deeper into the question of the limits not to be crossed, the following resource offers detailed insights on Instagram limits not to be exceeded.
We must therefore question the management of digital reputation by creators – themes which will be at the heart of the rest of this article.
Consequences of misinformation and excess on the reputation and engagement of creators
When misinformation circulates or excessive attitudes come to light, the repercussions on creators' careers are immediate, and sometimes irreversible. The bond of trust patiently established with the community can be weakened in a matter of moments. At the same time, brands and business partners are becoming more vigilant in their choice of collaboration.
Impact on reputation: Users aren't the only ones reacting: with rumors and bad buzz spreading so quickly, a creator's credibility can plummet. In the event of a deviation, virality works both ways and amplifies controversy.
- Loss of credibility with partners and advertisers
- Negative reviews and harsh comments on various channels
- Exclusion from certain discussion groups or specialized communities
A recent case illustrates this reality: a creator who shared false claims about a beauty product found himself facing a wave of unsubscribes, followed by the withdrawal of collaboration by several brands. The penalty isn't just visibility, but also a loss of commercial opportunities and a decrease in revenue.
| Consequence | Description | Example |
|---|---|---|
| Decline in the number of subscribers | Mass departure following a scandal or fake news | 20,000 subscribers lost after fake news leak |
| Withdrawal of business partnerships | Brands dissociate themselves to preserve their image | End of sponsorship contract following controversy |
| Defamation and negative presumption | Reputation remains tarnished even after rectification | Tendency to spread persistent rumors |
| Decrease in organic engagement | Fewer likes, comments and shares | Feed less visible in algorithms |
The snowball effect: Engagement with posts, particularly like and share rates, reveals the trust still held. Massive unsubscriptions lead to reduced visibility, as algorithms favor content perceived as reliable and appreciated. Creators then see their influence rapidly diminish and struggle to regain their position. Users, better informed and highly sought after, then become the arbiters of trends and campaign success.
- Reporting content to platforms
- Calls to boycott a designer
- Press highlighting of major controversies
- Pressure on social networks via hashtags or public “call-out”
Faced with this trust issue, initiatives are emerging. For example, the ARPP (Professional Advertising Regulatory Authority) is promoting its Responsible Influence Certificate, aimed at ensuring that creators commit to respecting transparency and the rules for disseminating partnerships. In addition, platforms such as ValueYourNetwork offer a rigorous selection of profiles to secure the relationship between brands, creators and subscribers.
One of the major challenges for 2025 is therefore to establish shared exemplary criteria and to encourage the development of skills among creators in image management and information monitoring.
This dynamic is not without consequences for the users themselves, who adapt their practices and become drivers of a more demanding digital environment, as shown by market trends and testimonies collected in online discussions.
To better understand the fallout and collective reactions, experiments conducted on social networks, such as “cleaning weeks” where people sort through their subscriptions, demonstrate the common desire to clean up their news feed and choose reliable content.
Motivations and levers of action for users to consume responsible information
Far from being passive, members of digital communities shape their experience according to their level of demand, their values, and their needs. The motivations behind unsubscribing often reflect a desire to control their information consumption, but also to support creators perceived as honest and educational.
Why unsubscribe? Several reasons are frequently cited by users:
- Need for reliability and transparency
- Deep gap between creator and subscriber values
- Saturation in the face of an overly invasive or sensationalist presence
- Search for verified, sourced and enriching information
Figures from Reech's 2025 study confirm these trends: 72% of users pay particular attention to transparency, while a growing proportion favor profiles that inspire trust and provide real added value.
| Main motivation | Description | Percentage of users affected |
|---|---|---|
| Looking for quality entertainment | Support creative, funny, inspiring content | 72% |
| Be inspired by positive role models | Prioritize teaching and expertise | 55% |
| Make sure you are well informed | Consume reliable, verified news | 55% |
| Clean up your news feed | Remove sources of tension or questionable information | 49%* |
*Figure based on cross-referencing with unsubscription trends “due to stress or weariness”.
Some users have said: “After several scandals involving false claims, I chose to unsubscribe from all accounts that do not clearly cite their sources.” This example, among others, illustrates the importance of responsible consumption and the rise of critical thinking.
- Consult external opinions and fact-checkers
- Test other creators to diversify your sources
- Set rules to limit overconsumption (number of subscriptions, time spent, etc.)
- Promote labeled or certified creators
To go further, practical resources explain how to optimize your subscription choices and adjust your personal criteria, like this article on the limits not to cross on Instagram.
This development reinforces the virtuous circle: the more users turn away from problematic creators, the more the quality offering grows. It underscores the shared responsibility of all stakeholders, from platforms to creators and each subscriber.
To promote this approach, it is essential to remember that experienced agencies, such as ValueYourNetwork, work to improve the meeting between reliable creators and demanding brands, based on an in-depth analysis of profiles and proven experience since 2016. Their know-how is put to the service of effective and sustainable campaigns, connecting influencers and companies in a win-win logic. For any project or question, simply contact us.
FAQ – User Opt-Out from Creators Spreading Misinformation or Engaging in Excessive Behavior
What does user unsubscription to misinformation mean?
User unfollowing in response to misinformation refers to the choice of followers to stop following a creator who spreads false information. This behavior is motivated by a desire to maintain the reliability of the information received and to support credible sources.
Why do most users unfollow creators who spread misinformation?
The majority of users unfollow creators who spread misinformation to avoid being exposed to misleading content and to protect their social media experience. This reflex is part of a responsible information consumption approach.
What excessive behaviors cause creators to unsubscribe?
Excessive behaviors that lead to unsubscriptions include spam, over-consumption of content, verbal aggression, a lack of transparency about partnerships, and posting dangerous challenges. These attitudes harm trust and the quality of exchanges.
How does misinformation impact a content creator's reputation?
Misinformation negatively impacts a content creator's reputation. It often leads to subscriber loss, the withdrawal of partnerships, and decreased engagement, as the creator's credibility is called into question.
What are the consequences for a creator after a mass unsubscription due to misinformation?
After a massive unsubscribe due to misinformation, a creator can lose visibility, see collaborations canceled, and have to rebuild their reputation. This jeopardizes their reputation and long-term revenue.
What are the criteria for a subscriber to consider content reliable?
Subscribers consider content reliable if it is based on verified sources, presents transparent partnerships, and adopts an educational stance. A lack of sensationalism and respect for ethics also strengthen trust.
In what cases is misinformation the main reason for unsubscribing?
Misinformation becomes the main reason for unsubscribing when the false information disseminated could impact the health, safety, or moral integrity of users. This sensitivity is accentuated by the rapid proliferation of fake news.
How can a user choose reliable creators to avoid misinformation?
A user can choose reliable creators by looking at their sourcing practices, their level of transparency, their professional certification, and feedback from other subscribers. Labels like the Responsible Influencer Certificate also provide benchmarks.
Are brands affected by unsubscribes linked to disinformation?
Yes, brands are concerned because a bad association can damage their image. They are therefore increasingly attentive to the reputation of the creators they collaborate with, avoiding those who have been implicated in cases of disinformation.
What initiatives promote responsible consumption on social networks?
Initiatives such as influencer certification, awareness campaigns, and active subscription sorting encourage more responsible consumption. Platforms are also integrating reporting and moderation tools to stem misinformation.