Why U.S. cities are enlisting micro-influencers to fight vaccine disinformation and hesitancy


Santa Clara County City officials, together with the digital marketing agency XOMAD, paid 49 mico-influencers to promote COVID-19 vaccines and dispel misinformation. The micro-influencers were paid between $200 and $2,500, depending on their number of followers, frequency of posts, and level of engagement. Over two months, the influencers published 339 posts across Facebook, Twitter, TikTok, and Instagram, which received 2.5 million total views and impressions.

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