Long live Darth Vapour! Examining how audiences engage with influencers in an anti-vaping campaign

Social media influencers (SMIs) have become role models for younger audiences, making them important stakeholders for engaging young people with health information. Yet there is a lack of research on how young people respond to government health information delivered to them through SMIs. This study examines the response to an Australian Government public relations campaign, which used influencers to disseminate content about the harms of vaping. We conducted a content analysis on 534 comments collected from influencer-generated content and then conducted a further analysis using the uses and gratification theory (UGT). The study found that SMIs were able to translate health messages into sub-cultural codes using what the authors propose as “vernacular authentication”. This translation led to a more responsive environment for commenters to engage with the health content. The study suggests that SMIs typologies can operate at distinct socio-ecological levels. Health public relations campaigns should consider the use of influencers through a socio-ecological intervention lens instead of looking at the size of their audiences. The study also identifies the potential use of UGT as an evaluation framework for influencer-led public relations campaigns. • Social media influencers can be powerful allies to engage communities with health-related messages. • Through vernacular authentication, social media influencers translate an organisation’s key message to sub-cultural codes. • In health campaigns, the study suggests that influencer typology should be considered as a socio-ecological intervention. • Uses and Gratifications Theory (UGT) can provide a deeper evaluation methodology for influencer campaigns.