Influencers attempted to politically engage their followers in the run-up to the general election on 4 July through content about topical issues, satire and reminders to vote. Given voter turnout was reported to be at the lowest levels since 1945, this arguably did not lead to audiences taking action. However, many did engage with content about the future of the UK and who should manage it.
These are the top ten Instagram posts by creators published in the run-up to the general election to give insights on what engages audiences on politics and society as a bigger picture. The key takeaway? Almost everyone in this list has previously shared political content and opinions. They have established themselves as experts, activists and people who have a vested interest in specific issues.
1. Yassmin Abdel-Magied
The author and activist encouraged her audience to lobby their local MPs about increased hostilities in Sudan, which the UN has said could lead to a genocide. She urged her followers to ensure their representatives knew they care about the worsening situation ahead of the general election (21.8% ER).
2. Charlie Craggs
The future of trans rights were a point of discussion on social media everyday, with MPs and party leaders repeatedly questioned on their position. Author and activist Charlie Craggs rallied her audience in support of the trans community when her response to Conservative plans to change equality legislation was reported on by the Daily Mirror (12.9% ER).
3. Leena Normington
The creator and author reminded her followers not to be complacent when it comes to the future of their local area. If they wanted their sitting MP to remain, she said, they needed to vote. Normington also highlighted how much work Zarah Sultana was putting in to keep her seat in Coventry after changes in voter boundaries put her position at greater risk (9.7% ER).
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4. John Amaechi OBE
The psychologist explained how voters are being manipulated on both sides of the pond in this election year to believe their neighbours are their enemies, particularly those who are living in areas of poverty (7.3% ER).
5. Evan Edinger
The creator and photographer shared his joy at being able to vote for the first time since becoming a British citizen. He also noted that his priority was ensuring the Tories did not win the general election (7.1%).
6. Harriet Rose
The DJ and presenter posted a clip from appearing on KISS FM’s podcast The Turnout with GK Barry. The show had a remit of discussing why younger people are less likely to engage with politics and why they should vote in the general election. Barry was an excellent choice to lead the show given she already has a chart-topping podcast and bringing in fellow creators and presenters such as Rose made it all the more entertaining (6.4% ER).
7. Mikaela Loach
The activist and author spoke about her experience as a trainee doctor on the BBC to highlight the inadequacies of Labour’s health policies, proposing that better social care would lead to a healthier nation (6.2% ER).
8. Ose Okpebholo (Papz)
The comedian satirised politicians’ efforts to position themselves as understanding young people and the challenges they face with a humorous skit (5.5% ER).
9. Sophie Hellyer
The yoga and swimming coach, who is also founder of cold-water swimming community Rise Fierce, appeared in a video for Greenpeace about what climate policy means and matters when it comes voting (4.6% ER).
10. Hollie McNish
The poet performed a short but persuasive verse encouraging her followers to vote. She also explained how to register in her caption meaning those who were motivated could act immediately (4% ER).
By Sara McCorquodale, CEO and founder of CORQ.
