Key facts
- UK politicians are increasingly using social media platforms to engage with voters.
- Andy Burnham has utilized Instagram and TikTok with a mix of serious and humorous content.
- Nigel Farage has the largest online following among UK party leaders.
- Social media is a significant news source for most age groups, not just young people.
- The effectiveness of social media presence on electoral outcomes is debated.
UK politicians are increasingly grappling with the influence of social media, debating the optimal balance between online engagement and traditional communication methods. The effectiveness of social media in shaping public perception and impacting electoral outcomes remains a key discussion point.
In 2015, the 'Milifandom' movement, created by young voters on Twitter to support then-Labour leader Ed Miliband, highlighted the potential of online campaigns. However, Labour's subsequent election loss led David Cameron to remark that 'Britain and Twitter are not the same thing.' The founder of Milifandom later reflected on the long-term effort required to win over voters online.
More than a decade later, politicians are actively recruiting content producers and strategists to manage their social media presence. Andy Burnham, as Prime Minister, has posted frequently on platforms like Instagram, using a mix of content from meetings with world leaders to lighthearted memes. Strategists believe these platforms can leverage his communication strengths and sense of humor.
Other political figures, including Kemi Badenoch and Nigel Farage, have also seen their content go viral. Farage, in particular, commands a significant online audience across multiple platforms. The SNP has a history of mobilizing online support for independence, and leaders like Ed Davey have achieved success with viral campaign stunts. Even newer parties like Plaid Cymru are experimenting with social media, using memes and interview excerpts.
Historically, leaders like Theresa May were more hesitant to embrace social media, preferring formal announcements. In contrast, current government communications often involve dedicated social media teams capturing new ministerial appointments for immediate online release. This shift mirrors historical adaptations to new technologies, from Winston Churchill's use of radio to Harold Wilson's adoption of television campaigning.
Experts like Peter Hyman emphasize the importance of consistent, high-quality social media output, suggesting that insufficient online presence can hinder a politician's message. However, there is a debate about causality: whether popularity drives online engagement or vice versa. Comedian Cody Dahler warns that voters may become cynical if politicians use social media purely as a communication tool, with Andy Burnham's 'bread roll' video being cited as an example of potentially 'cringe' content.
While television and online websites remain primary news sources, social media is increasingly used by a majority of adults across various age groups to access news. Platforms like Facebook are noted to have a larger combined following for the main parties than X. Politicians also look internationally for inspiration, emulating figures like Donald Trump and Zohran Mamdani, and have even employed overseas experts to implement strategies like 'shitposting' to generate engagement.