To Fight Vaccine Misinformation, US Recruits an 'Influencer Army'

The New York Times tells the story of 17-year-old Ellie Zeiler, a TikTok creator with over 10 million followers, who received an email in June from Village Marketing, an influencer marketing agency. "It said it was reaching out on behalf of another party: the White House." Would Ms. Zeiler, a high school senior who usually posts short fashion and lifestyle videos, be willing, the agency wondered, to participate in a White House-backed campaign encouraging her audience to get vaccinated against the coronavirus...? Ms. Zeiler quickly agreed, joining a broad, personality-driven campaign to confront an increasingly urgent challenge in the fight against the pandemic: vaccinating the youthful masses, who have the lowest inoculation rates of any eligible age group in the United States... To reach these young people, the White House has enlisted an eclectic army of more than 50 Twitch streamers, YouTubers, TikTokers and the 18-year-old pop star Olivia Rodrigo, all of them with enormous online audiences. State and local governments have begun similar campaigns, in some cases paying "local micro influencers" — those with 5,000 to 100,000 followers — up to $1,000 a month to promote Covid-19 vaccines to their fans. The efforts are in part a counterattack against a rising tide of vaccine misinformation that has flooded the internet, where anti-vaccine activists can be so vociferous that some young creators say they have chosen to remain silent on vaccines to avoid a politicized backlash... State and local governments have taken the same approach, though on a smaller scale and sometimes with financial incentives. In February, Colorado awarded a contract worth up to $16.4 million to the Denver-based Idea Marketing, which includes a program to pay creators in the state $400 to $1,000 a month to promote the vaccines... Posts by creators in the campaign carry a disclosure that reads "paid partnership with Colorado Dept. of Public Health and Environment...." Other places, including New Jersey, Oklahoma City County and Guildford County, N.C., as well as cities like San Jose, Calif., have worked with the digital marketing agency XOMAD, which identifies local influencers who can help broadcast public health information about the vaccines. In another article, the Times notes that articles blaming Bill Gates for the pandemic appeared on two local news sites (one in Atlanta, and one in Phoenix) that "along with dozens of radio and television stations, and podcasts aimed at local audiences...have also become powerful conduits for anti-vaccine messaging, researchers said."

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