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No 10 turns to influencers to reach audiences beyond mainstream media

Media | The Guardian · Eleni Courea Political correspondent · last updated

Critics view increasing use of digital content creators to push policy as way to avoid serious scrutiny of decisions

Next time you’re scrolling on TikTok or Instagram and that fitness guru or “mumfluencer” you follow pops up, they might be joined by an unexpected guest.

As part of a UK government strategy to reach voters on social media – where more than half of people now get their news – ministers including Keir Starmer are making appearances on some of the most popular channels.

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