Digital strategies have always been successful in influencing a wider audience, regardless of the industries or brands.
With the spike of the Coronavirus pandemic, the World Health Organization (WHO), like any other good influencer, came in the front to spread health awareness. The 71 years old United Nations (UN) agency has recently initiated a social media trends – the Safe Hands Challenge (#SafeHands Challenge).
WHO started it off amid the COVID-19 outbreak by asking people to post a video of washing their hands for at least 40 seconds, into the social media platforms. And for obvious reason, it has become one of the most viral trends on the internet today and making WHO as one the important influencers of all the time!
This is designed to spread life-saving information to every social media user in the world, and the campaign has successfully grabbed the attention of many. Different celebrities and famous personalities around the globe are participating in the challenge and nominating others to take part in. As per WHO, the focus is on leading platforms like Twitter, TikTok, Facebook, Instagram, and LinkedIn. For instance – within 48 hours of WHO posted its first TikTok video, the Safe Hands Challenge was found as a TikTok hashtag with almost a half billion times. And it was viewed nearly 10.3 million times on average.
The World Health Organization has over 448,000 followers on TikTok, 2.3 million on LinkedIn, and nearly 6 million on Twitter as well as Facebook. The numbers are increasing on a daily basis. In general, people have checked into its Facebook page for about 54,000 times. With time, it was found that formal advice, research pieces, valid information, etc. are popular with platforms like Facebook and LinkedIn. Clearly, it is because the majority of the audiences are matured and likely to read informative content. However, for TikTok, the users are entirely different – it’s mostly a young audience. Thus, the WHO is trying to enter the pool of young people and exactly in their way!
According to Aleksandra Kuzmanovic, one of the people who operate WHO’s social media accounts reported having said – “We can’t just be creative and share it. We need to ensure that every piece of advice we’re giving is checked by the experts. So that’s a bit challenging during this outbreak.” She added, “We are moving more into the phase of TikTok-y style [communication] with challenges…It’s the first time that we started a challenge ourselves on the platform. We will see how that will work and learn from that experience for the future.”