To reach young people, the White House has enlisted an eclectic army of more than 50 Twitch streamers, YouTubers, TikTokers and 18-year-old pop star Olivia Rodrigo, all of them with enormous online audiences.
American immunologist and head of the U.S. National Institute of Allergy and Infectious DiseasesLOS ANGELES — Ellie Zeiler, 17, a TikTok creator with over 10 million followers, 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.
To reach these young people, the White House has enlisted an eclectic army of more than 50 Twitch streamers, YouTubers, TikTokers and 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.
But even if the influencer campaigns amount to a sprinkler in a wildfire, some creators said, they felt compelled to join in. Public health officials have used celebrities to reach people since Elvis Presley rolled up his sleeve on “The Ed Sullivan Show” in 1956 to get the polio vaccine. These days, young people are more likely to trust the advice of their favorite content creator than a mainstream celebrity, according to a 2018 study by the marketing agency MuseFind.
Since then, the Biden administration has rolled out influencer discussions with Fauci and brought Rodrigo to the White House, where she urged people to “actually get to a vaccination site.” Jessica Bralish, communications director at Colorado’s public health department, said influencers were being paid because “all too often, diverse communities are asked to reach out to their communities for free. And to be equitable, we know we must compensate people for their work.”
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