HypeAuditor, the AI analytics platform for fair, transparent, and effective influencer marketing, highlights the role of social media influencers in Australia’s COVID-19 vaccination uptake.
HypeAuditor pulled social media data between January and July associated with the hashtags #vaccinated, #getvaccinated #vaccineswork #fullyvaccinated, #getthevax and #jabdone.
HypeAuditor’s findings on social media influencers
The platform found 300 posts by 207 Australian influencers who are categorised as those with an authentic following of more than 1000 followers.
Posts from social media influencers encouraging the uptake of COVID-19 vaccination are estimated to have had an authentic collective reach of 3.8 million people.
The majority of the audience reached were within the 25-44 age bracket, which coincides with those who are most at risk of the Delta variant.
The biggest spike of COVID-19 vaccines-related posts from influencers was in July, accounting for about a third of all posts made since January.
The organic spike also coincides with the start of the lockdowns in various states across the country, starting with NSW and the rising number of new daily cases during that month.
The majority of posts were from
- Female influencers, aged between 25 and 44 years old (accounting for 52% of the posts)
- Nano influencers (follower count between 1,000 and 10,000) made up 65% of the posts
Influencers with the highest reach for COVID-19 vaccination posts
HypeAuditor’s comments on the findings
Alexander Frolov, CEO and Co-Founder of HypeAuditor, says that he expects influencers will keep playing an important role in getting Australia out of the COVID national emergency by encouraging their followers to get vaccinated.
“At the moment, where there are pockets of uncertainty, hesitancy, and misinformation about vaccinations in Australia, influencers can have a huge impact.”
“By sharing their own stories of their vaccination, and encouraging their followers to consider it, an authenticity shines through that is otherwise absent from government sponsored advertising campaigns or political jargon,” says Frolov.
“It also shows how social media can be used to reach new audiences, as we saw last month with Dr. Kerry Chant’s TikTok Q&A with young influencers about the vaccine.”
“The data shows the potential influencers can have when using their platforms for good, to spread a community-minded message that will hopefully protect Australians from COVID-19.”