Matt Chorley

UK politicians are increasingly using Instagram, TikTok and other platforms to reach voters directly, but the benefits of visibility and authenticity come with risks of appearing staged, trivial or careless. Andy Burnham’s high-volume social-media strategy has attracted substantial engagement, while Kemi Badenoch, Nigel Farage and other party leaders have also built large online audiences. Experts caution that popularity and online performance do not necessarily translate into persuasion or electoral success, and controversies involving Zack Polanski illustrate how quickly a personal or poorly managed post can damage a politician. Social media may amplify political messages, but it cannot replace credible policies, sustained campaigning and the difficult work of governing.

UK politicians are increasingly investing in Instagram, TikTok and other platforms to reach voters directly, with Andy Burnham’s high-volume, often informal content presented as a prominent example. Nigel Farage, Kemi Badenoch and other party leaders have also built substantial online audiences, while parties in Scotland and Wales are experimenting with memes, viral clips and influencer-style content. The approach can make politicians appear more accessible and authentic, but controversial posts and attempts to manufacture informality can quickly damage reputations. Experts caution that strong engagement does not prove that social media changes voters’ minds, and that viral content cannot substitute for effective policies, sustained campaigning or serious political communication.