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Labour Follows White House Lead In Building Relationships With Content Creators


2 min read

The Labour Party has followed the US White House in recruiting a new senior digital role which will build relationships with famous content creators on TikTok, X and Instagram ahead of the next general election.

The Digital Creators Lead role – advertised on the Labour Party's official website over the weekend – will last for the duration of the general election campaign to "amplify" the party's message "with key voters". 

The successful applicant will provide content creators will official party lines and briefings in the same way Parliamentary candidates and MPs are. 

Labour hosted a number of content creators at its last party conference in Liverpool during September 2023. The party are also trying to target content creators in key seats across the country as Labour looks to win a majority at the next election. 

The new recruit will work with the Shadow Cabinet to build relationships with online influencers with expertise in their specific briefs. The new role will be told to stay on top of the latest digital trends of which platforms new voters, Labour's target audience, are using. 

The successful applicant will be paid an annual salary of £54,879.82. PoliticsHome understands the Conservative government do similar work but they have not employed somone in this specific role. 

Labour's position has been influenced by Democrats in the White House. Earlier this year it was reported Joe Biden will lean on influencers to promote his record as US President. Biden's digitial strategy team will lean on influencers to target younger voters who do not follow the party directly on social media.

The White House currently has a team of three people building relationships with creators, and it is expected the Democrats will scale this up as the campaign works towards the US election. 

The Democrats and British Labour Party both have disproportionately younger voting bases who use social media more frequently then their electoral rivals. If an election would be held today Labour would have a 57 point lead among 18-29 year olds, according to the Economist. 

In the UK alone 22 per cent of social media websites were used by those aged between 18 to 29, according to Statista, a data website. 

A YouGov Poll commissioned for the Times put the Labour Party 27 points ahead of the incumbent Conservative Party. 

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