To Fight Vaccine Lies, Authorities Recruit an ‘Influencer Army’
The New York Times
The White House has teamed up with TikTok stars, while some states are paying “local micro influencers” for pro-vaccine campaigns.
LOS 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. 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? “There is a massive need to grow awareness within the 12-18 age range,” Village Marketing wrote to Ms. Zeiler’s business email. “We’re moving fast and have only a few available slots to fill, so please let us know ASAP.”
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