The dangers of politicians being "too online" – or not online enough
In early 2015, flower crowns started appearing on Ed Miliband’s head. Petals and hearts were photoshopped onto the then-Labour leader by the "Milifandom", a movement of young, mostly female, voters sharing romanticised images on Twitter to protest against Miliband’s "distorted media portrayal".
This phenomenon was the brainchild of Abby Tomlinson, a 17-year-old sixth-form student, who called him "Milibae". The hashtag #Milifandom trended. However, when Labour lost the 2015 election, her hopes for "Milibae" in No. 10 were dashed.
More than a decade later, Tomlinson is again using social media to promote a Labour leader, but this time in the heart of government. She serves as head of content for Andy Burnham‘s press office in Downing Street.
The government has invested heavily in social media strategy, recruiting producers, videographers and strategists across Whitehall and Manchester. In his first month as PM, Burnham posted more than 50 times on Instagram, showcasing meetings with world leaders, campaigners, farmers, and influencers, alongside meme-based content like ranking pub snacks with Chancellor John Healey.
All major political parties are leveraging social media:
- Conservative leader Kemi Badenoch‘s budget takedowns and humorous videos have gone viral.
- Nigel Farage, leader of Reform UK, boasts the largest online audience among British party leaders on platforms like Facebook, Instagram, X, TikTok, and YouTube.
- The SNP has long utilised social media for its independence campaign, surpassing the Lib Dems in online support.
Plaid Cymru, newly installed in Welsh government, is still experimenting with its approach, using "fun" memes featuring First Minister Rhun Ap Iorweth alongside more serious content.
