Andy Burnham’s government has discovered that actual legislation is less efficient than a well-timed dance trend. The prime minister is now collaborating with social media creators to ‘get his message out’—which apparently means bypassing Parliament and going straight to the algorithm.
This is not a communications strategy. This is surrender dressed as innovation. The Cabinet will soon include a Director of Viral Moments, a role that will pay £120,000 annually to ensure every policy announcement includes at least one trending sound effect. Nuclear policy briefings will be delivered via green screen. Budget announcements will feature a ‘before and after’ transition.
Why would a sitting prime minister outsource governance to people whose primary credential is owning a ring light? Because a 47-year-old explaining tax policy gets 300 views, but a 19-year-old doing the same thing in a crop top gets 8 million. Democracy has become a content calendar.
The influencers have already been briefed. One creator with 2.3 million followers will explain the NHS restructuring. Another will make a 60-second explainer on pension reform while applying makeup. A third will simply stare into the camera and say ‘this policy hits different’ without any irony or understanding of what the policy actually does.
The government’s polling numbers will improve temporarily. Engagement metrics will soar. And somewhere in Westminster, a permanent secretary is updating their CV.