The Biden administration has been teaming up with social media influencers to fight Covid-19 vaccine misinformation, inviting pop star Olivia Rodrigo to visit the White House and enlisting popular comedic creator Benito Skinner, a.k.a Benny Drama, to make a viral video urging vaccine shots.

Local governments have also been tapping into social media influencers—both to promote vaccines and their state. It’s becoming a popular and, most importantly, cheaper advertising strategy that I expect to see more of. You could see states, and the White House, continue these efforts as Covid-19 booster shots roll out this fall.