It’s been interesting listening to the recent debate on the proposal by the government to use influencers to communicate the message on how to reduce the spread of Covid-19. The proposal has been largely met with criticism.
I don’t consider myself an influencer even though my writing has influenced a few people to make interesting decisions in their lives…all good, I might add.
But online influencers have value. They are masters of social media communication for their niche markets. They can convey a message to a demographic that generally doesn’t consume mainstream media.
Since the advent of the smartphone, social media has become part of our lives. Companies and high-profile individuals use it for marketing and promotion. Even mainstream media outlets have a presence on social media platforms.
Influencers are widely employed by tourism authorities around the world, the TBEX Conference being an example. So why not trial a government influencer campaign for Covid-19 to complement existing channels of public health promotion?
DOES THE METHOD WORK?
Firstly, would the tourism authorities continue to use influencers if this method of marketing didn’t work?
Secondly, Russia-backed Facebook posts reached 126m people during the 2016 US Election. That’s approximately 39% of the then population. If social media doesn’t work, why did Russia spend so much time and money on it? Because it does work. And it did work. I rest my case.