The most powerful online political influencers in the UK have been revealed in a new report published today.
Some 200 names are on the list – the journalists, commentators and influencers outside Westminster that are shaping the way politicians, and some of our biggest brands, think and act.
The report has identified these people as ‘Spinfluencers’, who drive the debate on digital channels, shaping policy and business decisions.
Each one has been given a score out of 100 based on key factors such as their ‘mainstream influence’ – how much cut through they have in the political arena – and their ‘political persuasion’ score, to determine who has the most influence.
With 91% of MPs having an account on X, formerly Twitter, the power of the ‘Spinfluencers’ has never been greater.
The research by Cavendish Consulting shows a host of familiar names in the Top 30, including Alastair Campbell, Nigel Farage and Laura Kuenssberg.
Despite leaving Downing Street 20 years ago, Tony Blair’s former adviser remains at the heart of UK politics. Featuring at number two on the ‘Spinfluencer’ list with a score of ‘89’, Campbell has a powerful online reach with a million followers on X.
He has used the platform to regularly attack the Conservative Government, and occasionally the Labour party, while giving his support to others with similar views. Campbell is also a vigorous campaigner on mental health issues.
A few places behind Campbell on the list is former Ukip leader Nigel Farage, with a score of 75. He has an even bigger reach on X with 1.7milion followers and his recent spat with private bank Coutts highlighted the influence and power he still wields.
Farage used his online influence to create a media storm after he was told his bank accounts were being closed. The bank’s CEO was initially forced to apologise, and later resigned, over the row.
Farage has used the furore to launch a campaign to help other people unable to get a bank account and has also launched a ‘Don’t Kill Cash’ petition amid concerns about the rush towards a cashless society.
Journalist and presenter Laura Kuenssberg, best known for the BBC’s flagship Sunday morning politics show, is just behind at number 14 with a score of 74. Her online influence – with 1.4 million followers - often sets the agenda for the week ahead at Westminster.
At number one is Guardian columnist and political commentator Owen Jones with a score of 90.
Through his one million followers on X, he has positioned himself as a campaigner for the ‘working class’, regularly attacking both the Government and Labour over policy decisions.
Cavendish Consulting Director Verity Barr said: “For so long, the traditional media has been where opinions were aired and narratives shaped, but what Spinfluencers shows us is that there’s now a powerful cohort of online influencers who are using digital platforms to challenge politicians and brands, and push for change.
“Alongside the high-profile media names you’d expect like Laura Kuenssberg, Lewis Goodall and Emily Maitlis, there’s a growing number of Spinfluencers who aren’t regulated and don’t follow a code of conduct, but can wield huge influence over the worlds of business and politics. The challenge for politicians and brands alike is understanding which of these influencers have the reach and audience to effect real change and that’s where our Spinfluencers report comes in.
“With surveys showing that an increasing number of people trust social media influencers more than politicians, and as we head towards a general election that will predominantly be fought in the digital world, our Spinfluencers could become more influential than ever – making it vital that we understand who they are and which of them really have the power to change the course of our future.”