Colorado is paying more than 120 influencers on Instagram, TikTok and other social media platforms up to $1,000 a month to tell people to get vaccinat

Colorado is paying social media influencers to tout COVID-19 vaccines

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2021-07-25 23:00:05

Colorado is paying more than 120 influencers on Instagram, TikTok and other social media platforms up to $1,000 a month to tell people to get vaccinated against COVID-19, Axios has learned.

Why it matters: The influencers are a key part of the state's strategy to encourage hesitant populations to get the vaccine, such as people of color, rural residents, faith communities and young adults.

Details: The Polis administration hired Denver-based Idea Marketing to manage the vaccine information campaign. An $8.8 million contract with the firm runs through Sept. 30, according to documents obtained by Axios in a series of requests dating back to May.

The campaign advertising (some of which features Gov. Jared Polis) on TV and websites is more visible, but the paid influencers are a lesser-known element.

What they're saying: Colorado vaccine campaign manager Tara Trujillo told reporters Wednesday that "peer-to-peer communication is an important way to reach Coloradans."