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Pivoting From Tradition: An Analysis of Influencer Communication in COVID-19 Vaccination Campaigns
Chansolme, Natalie
Chansolme, Natalie
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Composer
Publisher
Date
2022
Additional date(s)
5/19/2022
Abstract
I researched and analyzed a portion of influencer communication during the COVID-19 vaccination campaigns in 2021. This project investigated Generation Z's social media consumption behaviors and the function of social media influencer communication. I explored each influencer's background and methods of interaction with their followers. I then used this information to understand how they communicated through the lens of vaccination promotion in partnership with the White House. The scope of this study focused strictly on the vaccination campaigns that occurred in 2021. This centralization interests me because the messaging landscape for strategic communicators is rapidly evolving, especially post-pandemic. Public officials and leaders must rely on social media to deliver their messages, particularly when reaching younger audiences more adept at social media communication. I am interested in how these leaders utilize social media influencers to communicate their messages to a digitally-savvy audience and how they can succeed in doing so in the future. How do you know which influencers to partner with? What platforms are best for reaching specific audiences? Why do social media influencers hold more influence than celebrities and public leaders? How can public leaders utilize social media influencers to their strategic communication advantage? What can strategic communicators take away from the examples of the White House's COVID-19 vaccination campaign? My analysis of the social media content produced on platforms and the news coverage of the partnerships led to my uncovering of the best practices for strategic communicators when channeling a message through social media influencers. I developed the five-pronged approach, noted in the acronym PIVOT, which stands for partnerships, integration, visuals, organic conversation, and targeting. In the future, public leaders must consider these five factors when launching social media influencer campaigns intended for Generation Z audiences.
Contents
Subject
social media
influencers
COVID-19
TikTok
instagram
YouTube
Generation Z
government
vaccination
campaign
influencers
COVID-19
TikTok
YouTube
Generation Z
government
vaccination
campaign
Subject(s)
Research Projects
Organizational Units
Journal Issue
Genre
Description
Format
Department
Strategic Communication