"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. Last week, the science communicator Simon Clark broadcast his FaceTime call with Starmer at the Cop30 climate summit in Brazil to his 73,000 followers."
"Anna Whitehouse, AKA Mother Pukka. Photograph: Mark Kerrison/Alamy The campaigner Anna Whitehouse who goes by Mother Pukka posted clips of her conversation with Bridget Phillipson about the inadequacies of the English childcare system to 444,000 followers in July. And earlier this month, two personal finance influencers, Cameron Smith and Abi Foster, were given front-row seats at Rachel Reeves's press conference where she warned voters about forthcoming tax rises."
"A government source said over the past year, working with content creators had become part and parcel of government comms. Content creators have highly trusted audiences and they talk about issues that those audiences really, really care about, they said. There's rarely a visit that the PM goes on that content creators aren't invited to now We really want to scale this up."
UK ministers are appearing in influencer content to reach voters on social platforms where more than half of people get news. Simon Clark broadcast a FaceTime call with Keir Starmer from the Cop30 summit to 73,000 followers. Campaigner Anna Whitehouse posted clips of a conversation with Bridget Phillipson about English childcare to 444,000 followers. Personal finance creators attended Rachel Reeves's press conference where she warned of tax rises. Downing Street sees the influencer ecosystem as a way to engage audiences who rarely use traditional media, while critics warn the approach can avoid scrutiny and encourage soft questioning.
Read at www.theguardian.com
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