The UK government is increasingly using social media influencers to communicate policy, with ministers including Keir Starmer appearing on popular channels to reach audiences who rarely engage with traditional news. Critics argue this strategy avoids serious scrutiny, as influencers often ask softer questions.
Recent examples include Starmer’s FaceTime call with science communicator Simon Clark at COP30, streamed to 73,000 followers, and Bridget Phillipson’s chat with campaigner Anna Whitehouse (Mother Pukka) about childcare, seen by 444,000 followers. Personal finance influencers Cameron Smith and Abi Foster were given front-row seats at Rachel Reeves’s press conference on tax rises.
Downing Street’s New Media Unit, led by Caitlin Roper, has hosted events for influencers, including a summer reception for 80 creators with a combined 250 million followers. Alexander Dragonetti, a former diplomat and Traitors contestant, later interviewed Starmer after his meeting with Donald Trump.
However, some influencers say politicians need to adapt. Smith noted that Reeves’s demeanor changes when cameras roll, treating creators like journalists. Labour MP Gordon McKee warned against treating social media like evening news, as it competes with lighter content.
Lobby journalists remain sceptical, arguing that influencers may soon find the “fluff” ministers offer lacks substance. One journalist said real reporters ask uncomfortable questions, while listening to politicians waffle in their comfort zones is worse.
