Are influencers as influential as they say? Since the start of the pandemic, governments have bet yes, and openly pay these stars of social networks to promote health instructions to young people. But this strategy, which is not unanimous, is not a guarantee of success and may even backfire.
Followed by 105,000 subscribers on Instagram, Chris Robins said on his page Monday that he did not want to “know anything” about being vaccinated initially, but that he had changed his mind to protect the “safety” of those close to him. . However, seeing that the publication had been funded by Health Canada, several Internet users immediately thought that the federal agency had paid an influencer to be vaccinated, while the vast majority of Quebecers raised their sleeve there is. several months, without having received any compensation.
“I was not paid to be vaccinated. I was already vaccinated before: I have my two doses since September 14, “said Chris Robins in an interview with Duty, before explaining having changed his tune in mid-August after the Legault government announced the implementation of the health passport in sports halls.
This former participant ofDouble occupation says he was not approached directly by Health Canada, but rather by an advertising agency that does business with the federal body. The commission was to write a text recounting his vaccination experience, which he did.
“I don’t understand how people can think I was paid to be vaccinated. Anyone who goes to see my photos sees that I go to the gym, that I go to the restaurant, and that it is necessary to be vaccinated for that ”, continues the influencer, who however refuses to say how much he pocketed thanks to this collaboration .
Health Canada refuses to say how much Chris Robin received for this promotional message. However, we know that this campaign, which also concerns other influencers, cost $ 60,000. The ministry says the goal is to talk to young people and “racialized communities”, two groups that are considered “more difficult to reach” to complete the vaccine effort.
Fashion ?
Nina Duque, lecturer in the Department of Social and Public Communication at UQAM, believes that, whatever its cost, this paid content clearly misses its target. Especially since it does not see much use, since nearly 90% of Quebecers over 12 years of age are already adequately vaccinated.
“It’s a bit of a sword in the water. It was at the start of the vaccination campaign that this type of publication had its relevance. The message sent by the choice of this influencer is that latecomers are followers ofDouble occupation. Is this really the message we want to send? Nina Duque laughs.
She sees this as proof that influencer marketing is poorly understood by marketers and governments. For this specialist in digital practices among adolescents, there is no doubt that the importance given to famous influencers is greatly overestimated.
“It’s a myth in the world of advertising,” she regrets. It is true that influencers are followed by a lot of young people. But that’s because they’re entertaining, not because they’re seen as role models, especially on issues as important as immunization. The young people I spoke to all told me that they would have preferred to be treated like adults and to hear from the experts on immunization. “
A strategy that divides
Nina Duque mocks the communication strategy employed with young people since the start of the pandemic by the two levels of government, which she compares to a parent who dresses like her teenager to appear more connected in her eyes.
In all likelihood, we see things in a different light both in Ottawa and in Quebec. Like the federal government, Quebec’s public health has repeatedly used influencers to encourage young people to respect health instructions during the pandemic. Prime Minister Legault even publicly appealed to them in March 2020 to participate in the war effort by trying to convince their subscribers to stay at home.
An approach that Benoît Duguay, professor at the School of Management Sciences at UQAM, believes effective, unlike Nina Duque.
“There have always been personalities who agree to be sponsored to promote something, be it influencers, artists or athletes. And it’s not for nothing, because sponsorship is much more effective than traditional advertising, which costs a lot more and is not as targeted, ”explains Mr. Duguay.
Whether the process is effective or not, Quebec was not able to say on Tuesday how much the government has spent in influencer marketing since the start of the pandemic to promote health measures and vaccination.