Mass vaccination is crucial if we are to end the coronavirus pandemic, but many people are hesitating. Research suggests micro‑influencer marketing could be a powerful way to encourage vaccine uptake.
Americans who have tested
positive for the virus:
Americans who have received at least
one dose of a COVID-19 vaccine:
In March 2021, one year into the pandemic, more Americans had received at least one vaccine dose than had tested positive for the virus.1
Total vaccination doses
administered per 100 people
One dose may not equal a fully vaccinated person.
At the same time, around the world, more than 300 million doses had been administered across more than 100 countries.2
Global survey of
of a COVID-19 vaccine
But there’s still more work to be done to adequately contain this virus. While most people around the world say they will get a COVID-19 vaccine once they’re able to, a large percentage are hesitating.3
To increase vaccine uptake, celebrities and influential figures — presidents, royals, actors, and TV personalities — are publicly sharing when they get vaccinated.
But researchers think there might be an even more effective way of encouraging people to get vaccinated: using micro-influencers.
“Those who were exposed to the micro-influencer campaign were more likely to receive the flu vaccination and report positive flu vaccination perceptions.”
In 2020, researchers carried out a study to understand how effective micro-influencers could be at encouraging their followers to get a flu shot.
“To effectively reach groups that show lower flu vaccination rates, national or large-scale flu campaigns must take a ground-up, rather than top-down, approach.”
The researchers concluded that drawing on micro-influencers was an effective way to encourage vaccinations, especially for people who have reservations.
Health care workers are already sharing their stories, explaining why they got vaccinated and what side effects they’ve experienced, and encouraging others to get vaccinated as soon as it’s their turn.
It’s a trend that could be especially effective at getting the facts to those who have questions, and encouraging those who are still on the fence to go out and get vaccinated as soon as they can.
Editor, Think with Google
Designer: Kate McManus; Product Lead: Casey Fictum; Production Lead: Jenny Maughan.