Labour has taken a unique approach by assigning a dedicated staff member to collaborate with influencers on TikTok and Instagram to promote positive messages about Keir Starmer’s party. This strategy aims to engage with “microinfluencers” as part of the upcoming general election campaign.
Unlike past elections where parties relied on celebrities and YouTubers with massive followings, the focus now is on connecting with smaller, more authentic influencers who have loyal audiences. This shift is driven by the desire to reach niche demographics immersed in mobile video content.
Political campaigners and digital marketing experts emphasize the importance of finding influencers who can deliver genuine messages rather than just chasing high follower counts. Labour candidates are being trained to create influencer-style content themselves, signaling a departure from traditional media outreach.
By engaging with influencers, parties aim to directly connect with audiences who may not rely on traditional news sources, viewing influencers as more trustworthy sources of information. This shift reflects changing consumption habits, with platforms like TikTok becoming key sources of news and opinions.
Influencer agencies highlight the effectiveness of microinfluencers in the current social media landscape, where engaging content is prioritized over follower numbers. Targeting platforms like TikTok allows parties to reach a diverse audience, including Gen Z voters who are highly engaged with influencer content.
The shift towards influencer marketing signifies a broader change in how political parties engage with voters across age groups, recognizing the decline of traditional media in favor of digital platforms. This strategic approach aims to leverage the power of influencers to communicate key messages and policies effectively.
2024-04-20 01:00:20
Source from www.theguardian.com