Labour targets TikTok microinfluencers ahead of election

Party hopes smaller content creators with loyal following online will attract voters missed through TV and radio

Labour has appointed a dedicated employee to work with influencers and seed positive messages about Keir Starmer’s party on TikTok and Instagram, as the UK’s political parties prepare to target “microinfluencers” during the general election campaign.

During previous British elections, political parties often asked big-name celebrities to send a supportive tweet or attempted to win over YouTubers with millions of followers. But this election, the focus is shifting from a top-down approach towards winning over more “authentic” influencers with smaller but loyal followings.