Key Takeaways:
- Labour MPs are using social media to communicate complex economic ideas in a simple and engaging way
- Gordon McKee’s video using M&S biscuits to explain the UK’s debt to GDP ratio has been viewed over 3.3m times
- Other MPs, including Richard Burgon and Jeevun Sandher, are following suit with their own creative videos
- The Labour party is investing in digital campaigning and providing training for MPs to improve their online presence
- Social media is becoming an essential tool for politicians to reach their constituents and communicate their message
Introduction to Labour’s Social Media Efforts
The Labour party has been struggling to craft a simple and compelling message on the economy, but one MP has found a creative solution. Gordon McKee, who represents Glasgow South, has gained over 3.3m views on a video in which he uses packets of M&S biscuits to explain the UK’s debt to GDP ratio. This may not seem like a major feat, but in the parliamentary Labour party, McKee is a pioneer in using digital content to spread his message. He is the only backbencher known to have hired a digital content creator, and his decision has paid off with a series of professional-grade videos that use grabby analogies to go viral.
The Power of Social Media in Politics
McKee’s success has inspired other MPs to follow suit, including Richard Burgon, who used 200 packets of Sainsbury’s fusilli to demonstrate the difference between £1bn and the average UK salary. Burgon’s video has garnered nearly 650,000 views on X, and he has found that social media is an effective way to communicate complex ideas in a simple and engaging way. Jeevun Sandher, the MP for Loughborough and an economist, has also made a James Bond-themed video explaining government bond rates, and relies on his parliamentary staffers to produce online content. Social media planning is now a regular part of his office’s weekly catchup meeting.
Labour’s Investment in Digital Campaigning
The Labour party is taking notice of the success of its MPs on social media and is investing in digital campaigning. Keir Starmer has announced a "significant investment" in a new comprehensive training program for Labour MPs, and the party has unveiled "Operation Second Term" to modernize its campaign operation. The party is using social media and an app called Labour One to reach its constituents and communicate its message. MPs are also taking the initiative, with several junior ministers experimenting with social media, including the Treasury exchequer secretary, Dan Tomlinson, and the AI minister, Kanishka Narayan.
The Challenge of Communicating Complex Ideas
The challenge for Labour MPs is to articulate complex arguments in a simple and engaging way, particularly on social media. McKee argues that this is especially acute for the left, as right-wingers such as Nigel Farage and Robert Jenrick are skilled at communicating clear and simple stories on and off social media. However, McKee believes that with the right approach, Labour can communicate its message effectively and reach its constituents. He aims to produce a couple of videos a week and is focused on Instagram, TikTok, and YouTube Shorts, which reach audiences beyond the politically hyper-engaged.
The Importance of Social Media for Politicians
Social media is becoming an essential tool for politicians to reach their constituents and communicate their message. McKee notes that the way people consume information has changed enormously in the last 10 years, but the way politicians and MPs communicate with their constituents hasn’t changed as much. He believes that digital comms and campaigning are now essential for politicians, and that MPs need to adapt to the changing way people consume information. With the Labour party’s investment in digital campaigning and the success of its MPs on social media, it seems that the party is finally starting to catch up with the times.
Conclusion
In conclusion, the Labour party is finally starting to make use of social media to communicate its message and reach its constituents. With the success of MPs such as Gordon McKee, Richard Burgon, and Jeevun Sandher, it is clear that social media can be a powerful tool for politicians. The Labour party’s investment in digital campaigning and its efforts to modernize its campaign operation are steps in the right direction. As social media continues to play a larger role in politics, it will be interesting to see how the Labour party and its MPs continue to adapt and evolve their online presence.