CS000000-A | 12/9/21

Rapid COVID-19 State of Vaccine 

Confidence Insights Report

November 24 – 29, 2021 | SARS-CoV-2 Omicron Variant 

Vaccine Confidence and Demand Team, Insights Unit

This is a special rapid State of Vaccine Confidence Insights Report addressing public and media 

reactions to the discovery of a new SARS-CoV-2 variant, B.1.1.529. 

This report employs the same methods and inputs from the COVID-19 State of Vaccine 

Confidence Insights Report, yet specifically seeks to better understand consumers’ perceptions 

and sentiments around the SARS-CoV-2 Omicron variant. The report details threats to COVID-19 

vaccine confidence, content gaps and information voids, circulating mis- and disinformation, and 

relevant action steps. 

The information in this report is a snapshot from November 24, 2021, through November 29, 2021.

Contents

2 Background

3 Perceptions, Concerns, and Threats to 

 Vaccine Confidence

4 Misinformation Themes

4 Content Gaps and Information Voids

6 Ways to Take Action

8 Appendix

Centers for Disease Control & Prevention, 

COVID-19 Response, Vaccine Task Force

Vaccine Confidence & Demand Team, Insights Unit

The findings and conclusions in this report are those of the author(s) and do not necessarily represent the official position of the Centers for Disease Control and Prevention (CDC).
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Rapid COVID-19 State of Vaccine Confidence Insights Report

November 24 – 29, 2021 | SARS-CoV-2 Omicron Variant

Backgrounda

On November 24, 2021, the South African government reported the discovery of the SARS-CoV-2 B.1.1.529a variant to 

the World Health Organization (WHO).1

 On November 26, 2021, WHO’s Technical Advisory Group declared it a variant 

of concern and named it “Omicron.”2 The first cases of Omicron were detected in South Africa from samples drawn 

on November 8, 2021.3

 On November 26, numerous countries, including the United States and the United Kingdom,4

implemented travel restrictions to countries in Southern Africa.5 By November 29, 2021, 11 countries reported cases of the 

Omicron variant. On November 25, 2021, the number of online conversations about the Omicron variant exceeded online 

conversations of all reported COVID-19 related topics in the last 30 days (See Figure 1).b

Figure 1.

a

Citations in this report are illustrative examples and are not the total number of instances of the corresponding themes.

b

WHO Early AI-supported Response with Social Listening (EARS)
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Rapid COVID-19 State of Vaccine Confidence Insights Report

November 24 – 29, 2021 | SARS-CoV-2 Omicron Variant

Perceptions, Concerns, and Threats to Vaccine Confidence

News coverage of the SARS-CoV-2 Omicron variant focused on the discovery,6,7 WHO’s classification as a variant of 

concern,7,8

 geographic spread of the variant,9,10,11,12 travel restrictions,13,14,15,16 and the potential availability of Omicronspecific vaccines or boosters.17,18 Increased online searches of keywords such as “variant” and “omicron”c highlighted 

increased consumer interest in the variant. The highest single-day total of news stories and social media posts that 

mentioned Omicron was much higher (n = 1,583,190) than Delta (n = 922,162), Gamma (n = 30,959), and Mu (n = 

356,640).d Following the announcement of the new variant, consumer questions and conversations focused on three 

main topics: 

1.Unknown transmissibility of the variant

2. The effectiveness of the travel restrictions and 

“lockdowns” to slow spread

3. The effectiveness of the COVID-19 vaccines and 

boosters against the Omicron variant. 

Consumers expressed concern about several unknown 

aspects of the Omicron variant. Social media users 

were concerned about transmissibility19 and the 

geographic spread of Omicron.e,20,21 Other social media 

users were concerned about the severity of symptoms 

of the Omicron variant.22,23 However, after news 

reports highlighting remarks by a South African doctor 

that the symptoms were mild,24,25 much of the earlier 

online conversation shifted to focus more on the belief 

that the variant is not a concern.26,27,28

Social media users were also concerned about the effectiveness of the COVID-19 vaccines and boosters in preventing 

the spread of the Omicron variant and preventing symptoms.29,30,31,32 A recent Harris Poll (n = 1,585) found that 50% of 

respondents were very or somewhat concerned the variant would “evade existing COVID-19 vaccines.”33 Additionally, the 

discovery of the Omicron variant increased online arguments for people to get their booster doses as the best protection 

against the variants.34,35,36 Online arguments against booster doses also increased, with some claiming that the story of the 

variant was created to increase the uptake of booster doses37 while others claimed booster doses would not work on the 

Omicron variant.38,39 Concerns about the transmissibility, severity of the symptoms and the effectiveness of the current 

vaccines were similar to concerns identified about the Delta variant in the 11th, 12th, and 13th COVID-19 State of Vaccine 

Confidence Insights Reports.

Consumers online were concerned about 

President Biden’s travel restrictions, some 

stating they did not go far enough,40,41,42,43

while others were concerned that they did not 

work44,45 and some said they were racist.46,47,48,49

Some social media users were worried that 

implementing travel restrictions would hurt the 

South African and US ecomony50,51 while others 

worried about implementing travel restrictions 

instead of focusing on equitable distribution of vaccines to developing nations.52,53

Many social media users expressed a lack of concern when the Omicron variant was discovered and classified as a variant 

of concern by WHO.54,55,56,57,58 Others stated they believed the Omicron variant is no worse than the common cold.59,60 A

Harris Poll (n = 1,585) found unvaccinated respondents were the least concerned about the Omicron variant, although 

61% were somewhat concerned.61 Together, this general lack of concern presents a serious threat to vaccine uptake and 

confidence, as fewer people may pursue COVID-19 vaccines and boosters and heed community mitigation strategies, and 

also could influence people’s belief that the vaccines prevent severe symptoms from acquiring SARS-CoV-2 . 

c

Google Trends

d

Meltwater

e

CDC-INFO
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Rapid COVID-19 State of Vaccine Confidence Insights Report

November 24 – 29, 2021 | SARS-CoV-2 Omicron Variant

Misinformation Themes

Below are the most common mis- and disinformation themes related to the SARS-CoV-2 Omicron Variant. When compared to 

previous reports’ findings on other variants, these are all new misinformation themes except for the first conspiracy theory. 

Conspiracy Theories: A group of people created and released the Omicron variant to achieve a secret agenda. 

1. Some people believed the pharmaceutical industry created the variant for financial profit.62,63,64

2. Some users made statements about how the Omicron variant was created and released to draw the population’s attention 

away from the deaths and adverse events related to the COVID-19 vaccines.65,66,67

3. Some users stated that the Omicron variant was created and released to distract the public from the trial of Ghislaine 

Maxwell.68,69,70,71,72,73 Some social media users believe the US government,74,75 “elites,” or “high ranking individuals” are trying to 

distract the public from the trial.76,77,78,79 Some believe the media is also involved in the cover up.80,81,82,83

The media is reporting on the Omicron variant to create fear in public. Online consumers expressed their belief that the 

media was using the discovery of the Omicron variant to frighten the general public.84,85,86 Some social media users believe 

that the media was working with pharmaceutical companies and the governments to increase uptake of the booster, 

keep the population under control, help pharmaceutical companies make money, and help government officials stay in 

power.87,89,90,91,92,93,94

There is no scientific evidence supporting travel restrictions. Some social media users spoke out against the travel restrictions 

by claiming no evidence exists to support their effectiveness. Although there is still a scientific debate on this topic and the 

limitations of the current evidence, several studies95,96,97 including a meta-analysis98 and a systematic review99 present evidence 

that limiting travel has an effect on slowing the spread of COVID-19 and other viruses.
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Rapid COVID-19 State of Vaccine Confidence Insights Report

November 24 – 29, 2021 | SARS-CoV-2 Omicron Variant

Content Gaps and Information Voids

Content gaps and information voids emerged following the announcement of the discovery of the SARS-CoV-2 Omicron 

variant. Questions from consumers emerged organically on social media channels, websites, news articles, internet forums, 

and through inquiries to CDC-INFO in response to news coverage about the variant. Below are the most frequently asked 

questions by theme:

Questions about the transmissibility and symptoms of the Omicron variant:

 Are the symptoms of the Omicron variant different than the original strain of COVID-19 or the Delta variant?

 Given anecdotal reports that the Omicron variant’s symptoms are mild, should people expose themselves to this variant to 

get infection-acquired immunity?

Questions related to the COVID-19 vaccines and booster doses:

 How effective are the COVID-19 vaccines and boosters against acquiring and having severe symptoms from the Omicron 

variant?

 If vaccines are working, why are there new variants?

 Are the vaccines creating variants?

 Why should people get a booster dose if new variants continue to emerge?

 Should I wait to get my booster dose until a new booster dose is designed specifically for the Omicron variant?

 Are people vaccinated against COVID-19 who also have infection-acquired immunity more protected from the Omicron 

variant than people only vaccinated against COVID-19?

Other questions related to the Omicron variant announcement:

 Why are the US government and CDC waiting to announce more travel restrictions for other countries with reported cases 

of the Omicron variant?

 Why are the US government and CDC not giving more vaccines to developing countries?

 Why did the US government implement travel restrictions when they do not work?
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Rapid COVID-19 State of Vaccine Confidence Insights Report

November 24 – 29, 2021 | SARS-CoV-2 Omicron Variant

Ways to Take Action

Message dissemination

 Create, disseminate, and amplify messages, especially on social media, that booster doses and primary COVID-19 vaccine 

doses are the best method of protection against severe COVID-19 or complications caused by infection. 

 When data on the Omicron variant’s transmissibility and severity of symptoms are available, quickly disseminate findings 

and limitations of the data to the public. 

 Create and disseminate messages about what is currently unknown about the Omicron variant to build the public’s trust in 

the scientific and medical community.

Partner with trusted messengers

 Amplify messages that promote the benefits of vaccination for all eligible people, and that show how vaccination protects 

the broader community and reduces the chance for new variants to emerge. 

 Expand talking points for healthcare providers to specifically address patients’ needs, concerns, and questions about the 

Omicron variant and the continued need for vaccination and booster doses.

 Encourage physicians to share what is and is not known about the variant with their patients when asked.

Address misinformation

 Continue to share messages about why variants occur and how they are natural, and expected as viruses evolve. Consider 

providing examples from other viruses. 

 Amplify messages about the safety of COVID-19 vaccines, highlighting the low number of adverse events following a high 

number of administered vaccines, and vigilant safety monitoring. 

Additional research:

 Support research efforts to better understand the transmissibility and severity of symptoms. 

 Support research efforts that gather evidence regarding how new variants impact people’s concern, perception of risk, and 

motivation to follow vaccine guidelines and community mitigation strategies. 
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Rapid COVID-19 State of Vaccine Confidence Insights Report

November 24 – 29, 2021 | SARS-CoV-2 Omicron Variant

Appendix: Inputs and Sources

Type Input Cadence Sources Tactics for Utilization

Social Media 

Listening 

& Media 

Monitoring

Communication 

Surveillance Report

Daily on 

weekdays

Google news

 Meltwater

CrowdTangle

Native platform searches

 Share of voice topic analysis to identify themes

 Emerging topics 

Meltwater Daily  Facebook, Twitter, Instagram

 Blogs

News media

Online forums

 Share of voice topic analysis

 Emerging theme topics

Identify high reach/velocity topics

OADC Channel 

Comment Analysis

Daily on 

weekdays

Native platform searches  Sentiment analysis

Identify message gaps/voids

Direct Reports

CDC-INFO Metrics Weekly CDC-INFO inquiry line list  Sentiment analysis

Identify information gaps/voids

Web Metrics Weekly  Top pages

Google search queries

Identify information gaps/voids,

Identify keywords/search terms, changes in web 

traffic

Research

Poll Review Weekly Harris Poll, PEW research, 

Gallup Poll, KFF 

New data related to vaccine 

hesitancy

Identify socio-behavior indicators related to 

motivation and intention to vaccinate 

Literature Review Weekly  PubMed, LitCovid, ProQuest 

Central 

New data related to vaccine 

hesitancy

Identify current vaccination intention

Identify barriers to vaccination

Third Party 

Reports

Tanaq Social Listening 

+Media Monitoring 

Report

Weekly  Meltwater

 Sprout Social

 First Draft

Native platform searches

 Trending topics

Demographic and geographic conversation 

monitoring

CrowdTangle 

content insights 

report

Biweekly  Facebook  Top pages (voices), groups

General trends/sentiment analysis

News analysis through posts

First Draft 

News Vaccine 

Misinformation 

Insights Report

Monthly  Proprietary methods  Media trends analysis

 Emerging threats and data deficits

Online vaccine narratives

Project VCTR Weekly  Proprietary methods National and regional trends in negative 

attitudes toward vaccination

Conversations around Legislation

Virality Project Weekly  Proprietary methods  Mis- and disinformation trends related to COVID-19 

vaccine