The Canadian government is seeking the help of social media influencers to promote federal initiatives. In 2021, it sought the help of these influencers to promote several federal initiatives. One of the most prominent topics for which the federal government needed all the help was the rollout and administration of the COVID-19 vaccine. According to an analysis, this cost the government more than $600,000.
Who are Influencers?
If you are unaware, social media
influencers are social media users who have massive followings and often use
the platform to promote products, services, and events and get paid for their
assistance. Seeking the help of social media influencers is a new experience
not just for the Canadian government but also for governments worldwide.
The Analysis
According to an analysis conducted by a
media house, over a dozen federal departments and agencies sought the help of
influencers to spread their messages. The analysis was done using reliable
documents tabled in the House of Commons recently. They were presented when
responding to an inquiry from the Conservatives. Only the figures of federal
entities that disclosed the related spending from Jan 1, 2021, to Jan 31, 2022,
were shared.
Targeting the Right Audience
Targeting the right audience matters the
most regarding social media influencers. A University of Ottawa professor,
Elizabeth Dubois, whose work focuses on the intersections of communications,
technology, and politics, said, "Influencers or creators online do a
really good job of building a tight-knit community, a niche community, who have
a shared interest, shared experiences. And we know that people are most
convinced to change their minds on something or change their behaviors when
they connect with the message."
The professor added, "And so
influencers and creators are really great at tailoring messages to particular
audiences. A big pro of making use of these kinds of influencers to get
government messages out is you can reach specific communities."
Health Canada Led the Way
Health Canada led the
spending compared to other departments when it comes to having contracts with
influencers. The bulk of their bill (About $130,600) was for an "influencer
campaign in support of the COVID-19 vaccination marketing and advertising
campaign."
The department sought the help of Mr. &
Mrs. Jones Inc, a digital marketing firm so that they could plan and develop
the campaign, sign on and pay influencers, and monitor the entire content produced.
The department stated, "The influencer campaign complemented the
Government of Canada's overall strategy to help everyone in Canada make an
informed decision about COVID-19 vaccines."
Over a dozen influencers used their
accounts to share information about the Government of Canada's vaccination
campaign. One of the top influencers hired by the firm was a self-described
model and actor, Sukhman Gill. He shared a post about making an informed
decision about rolling up his sleeve to receive the COVID-19 vaccine.
CDIC Also Spent Considerably
A federal crown corporation, The Canada Deposit Insurance Corporation (CDIC),
spent over $95,300 on influencer campaigns to promote confidence in the
country's financial system. However, it didn't disclose who they contracted for
this work by citing privacy considerations.
When explaining the need to hire
influencers, CDIC said that "working with influencers to craft messaging
that resonates with their community is an effective way to reach demographics
that may not engage with traditional media channels."
Source:
https://www.ctvnews.ca/politics/feds-spent-more-than-600k-hiring-influencers-in-2021-1.5842024