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When “twin-fluencer” sisters Brooklyn and Bailey McKnight tested positive for Covid-19, they announced it to their 5.8 million Instagram followers in a caption with a disclaimer about their school, Baylor University: “It is NOT due to in person classes that this happened.”
The twins have posted regularly about their time at Baylor, including paid partnerships with the university. As Baylor’s vice president of marketing and communications and chief marketing officer told the Dallas Observer, the school’s Instagram account gained 3,000 followers when the McKnights announced they were attending Baylor.
Consumer brands have used influencer partnerships for years, but now colleges and universities in the US are hiring their own students to influence their peers to wear masks, practice social distancing, and stay healthy. It’s an ambitious move, but not one that’s necessarily guaranteed to succeed.
According to some experts, when an educational organization starts pulling from the marketer’s playbook, it can register as inauthentic — especially in the middle of a pandemic. Will students really listen to influencers if they come off as mouthpieces for their schools?
“As a general principle, it makes a lot of sense to want to try to shape opinion using spokespeople and …read more
Source:: Businessinsider – Strategy