Labour has appointed FourOneOne, a digital marketing agency set up by figures behind the party's 2024 general election campaign, to provide MPs with social media training and access to influencers. The firm has been tasked with helping Labour politicians sharpen their presence on platforms such as TikTok, which the party increasingly sees as critical to reaching younger voters. FourOneOne's work for Labour has included arranging influencer access to press briefings and high-profile events such as the party conference, in return for social media coverage.