Findings from a Qualitative Analysis: Social Media Influencers of Color as Trusted Messengers of HPV Vaccination Messages

Theoretical Background and research questions/hypothesis: Despite HPV vaccination reducing the prevalence of cervical cancer by 90%, vaccination rates remain lower among communities of color due to vaccine hesitancy and mistrust in traditional public health messengers. As well, according to the U.S. Census Bureau, hesitancy towards the COVID vaccine continues. The emergence of social media influencers, a newer kind of messenger, presents a unique opportunity to share immunization messages in new ways with a variety of communities. This presentation will detail the qualitative findings from two studies aimed at assessing influencers’ perceptions of and approaches to sharing messaging about two different vaccines - one against COVID and the other against HPV.

Methods: We worked closely with an influencer marketing firm to recruit 20 influencers of color who had children aged 9-14 – to talk about the two different vaccines with their followers. Influencers used a provided factsheet to draft social media posts about vaccinating their children against HPV and COVID. Influencers were interviewed about their post. Using Nvivo, their posts and interview transcripts were analyzed for key themes. The study team first determined a set of codes (developed both inductively and deductively) to be used for analysis. Two different team members coded the content. They coded a sample and ensured alignment in coding. Once the codebook was finalized, each coded all 20 interviews and all 20 posts and the study team held a collaborative analysis meeting to discuss interpretations of the data, resolve differences in interpretations, and identify the main themes.

Results: The analyses conducted revealed several interesting things related to how influencers approach vaccination messaging. Most influencers were hesitant to talk about vaccinations for fear of backlash. Most committed to writing because they were compelled to support important health topics. All used the power of storytelling to convey the messages and highlighted their personal journeys of vaccine decision making. There were also differences. For the COVID vaccine, influencers focused on the ability of the vaccine to reduce one’s risk for infection and get back to doing things that people enjoy. For the HPV vaccine, influencers highlighted the struggles of parenting and talked emotionally about how making decisions about this vaccine prompted uncomfortable feelings about their child growing up. In both studies, influencers believed that they could help people make the decision to vaccinate.

Conclusions: The findings from these two studies elucidate how personal the decision to vaccinate is. Most influencers noted that they had received a doctor’s recommendation but were taking the time to do their own research. Influencers in both studies talked about “child autonomy in decision making” and allowing their kids to make their own decisions. The HPV vaccine study elucidates the emotional context within which parents are being asked to vaccinate their children.

Implications for research and/or practice: Insights from this study can help inform current and future public health communication programs aimed at supporting immunization efforts. It also can provide lessons for other health topics.