Governments are relying more on social media influencers

"When the federal government declared the COVID-19 public health emergency over, eligibility requirements for various benefits including Medicaid and the Supplementary Nutrition Assistance Program were tightened, and many recipients were forced to reapply. That left many states in a quandary as they sought to quickly educate residents that their benefits would not auto-renew. Traditionally, state and local governments might put public service announcements in newspapers, on television and on the radio."

"Instead, the state used 89 influencers based in New Mexico, including Spanish speakers and those in Tribal and rural populations, to spread awareness about the renewal process and encourage communities to update their contact information and go online to learn more. That campaign, known as RenewNM, reached over 84% of state residents aged 18 or older, including 91% of Spanish-speaking New Mexicans and 67% of Native Americans aged 18 or older, according to XOMAD, a social media marketing agency that partnered with the state."

When the federal government ended the COVID-19 public health emergency, eligibility requirements for programs such as Medicaid and SNAP were tightened, forcing many recipients to reapply. States needed to rapidly inform residents that benefits would not auto-renew. New Mexico turned to social media influencers rather than relying solely on traditional paid and earned media. The campaign used 89 locally based influencers, including Spanish speakers and Tribal and rural creators, to prompt contact-information updates and online renewal actions. RenewNM reached over 84% of adults statewide, including 91% of Spanish-speakers and 67% of Native Americans, aiding large-scale coverage renewals.

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