Using Social Media to Combat Influenza Vaccine Misinformation and Improve Uptake: A Social Media Campaign and Repeated Cross-sectional Survey Analysis

Abstract

Objective

To combat influenza (flu)-vaccine misinformation and improve vaccine uptake using social media.

Patients and Methods

Unbiased Science used an online survey to identify flu vaccine-hesitant demographic groups and their specific objections to vaccination. Targeted educational content was then created and deployed through a variety of media formats, including podcasts, newsletters, reels, and infographics. A postcampaign survey determined the proportion of individuals who changed their minds about vaccination as a result of the educational content. The study was conducted between October 28, 2022 and February 7, 2023.

Results

In 3626 precampaign surveys, 187 individuals (5.1%) reported being unvaccinated and not planning to get the flu vaccine (the unvaccinated group). Multivariable analysis showed that geographic region (Northeast and Southeast), gender identity (male and other), race–ethnicity (non-Hispanic Black, and non-Hispanic other), and education level (high-school or less and some college) were independently associated with being unvaccinated. The main reasons were needlephobia, dismissal of flu severity, and concerns about vaccine components, multiple vaccines, and side effects. In 838 postcampaign surveys, 39 individuals (4.7%) indicated changing their mind about vaccination: of these, 27 (69.2%) said they were more likely to get vaccinated and 22 (56.4%) had gotten vaccinated. Twenty individuals (51.3%) said they changed their mind at least in part because of the targeted educational content.

Conclusion

Social media has the potential to change attitudes and behaviors around vaccination. When science messaging is deployed across several platforms and targeted to key demographic characteristics, it has the ability to combat misinformation and influence vaccine uptake.