WhatsApp, Instagram and TikTok raced to build COVID-19 tools - Protocol —  The people, power and politics of tech

TikTok and Instagram are two of the most influential social media platforms, with over a billion active users on each.  These platforms are instrumental in creating new trends and spreading awareness about everything, from brand promotion to government initiatives.

One of the most impactful mediums of marketing on these social media platforms is collaborating with influencers. By harnessing the reach of micro-influencers, brands are increasing their visibility across diverse audiences. Moreover, influencer marketing is also one of the most rewarding forms of online marketing as it yields $18 media value per $1 spent.

Thus, it is not surprising to see governments promoting their welfare campaigns on TikTok and Instagram through videos and influencer collaborations. In a recent move, a campaign has been launched on TikTok and Instagram to tackle false information around COVID-19 vaccines for youngsters aged 12 to 15. These personality-driven campaigns are believed to counteract this problem and offer trusted sources of information.

Vaccination rates within this age group are the lowest, and they are also the most vulnerable to vaccine misinformation. However, they are more likely to believe the information that a celebrity they trust promotes.  Influencer campaigns are being considered to encourage vaccine awareness with creative and engaging content delivered directly to a niche audience.

Moreover, influencers are well-versed with the online language and use the power of engagement metrics like hashtags to diversify their reach. By evaluating likes and comments, campaign promoters can extract actionable insights from their social media campaigns on Instagram and TikTok. For instance, vaccine promotion campaigns in the USA helped notify the government that vaccination rates go up when many influencers post campaign information in the same period. In addition, social media personalities can influence their followers to receive a jab by sharing their own vaccination experience, busting myths, and partnering with other influential celebrities to bury false rumors.

The importance of verifying any and every information broadcasted on these platforms cannot be underrated. Users with a verification checkmark on TikTok and Instagram are less likely to spread false or negative news as it may hurt their online reputation. The social media verification badge signifies the authenticity of a brand or person on social media, making them accountable for their posts.

Brands can also partner with verified social media influencers to increase the visibility of campaigns while ensuring quality control and preventing misinformation. So, if your brand is not verified on Instagram and TikTok, you can hire a media PR agency to buy social media verification to ensure online brand reputation management. An online reputation management (ORM) agency can also help your brand clean up its online reputation by taking down negative search results and promoting positive ones.
As detailed above, Instagram and TikTok campaigns can effectively tackle covid vaccine misinformation using authentic channels and influencer collaborations. The efficacy of vaccine promotion campaigns can also improve if you suppress negative search results and remove negative links that undermine this purpose. A professional media PR agency has the expertise to remove negative news articles. You can also contact a professional agency for native articles to boost your online reach and improve campaign results.