The UK government is launching a new digital unit focused on social media influencer partnerships as part of a broader strategy to modernize its communications approach, according to Cabinet Office sources.

As The Times reports, the New Media Unit, set to be operational by spring 2025, aims to reach audiences who don’t regularly consume traditional news media. The initiative comes as recent Ofcom (UK communications regulator) data shows 52% of Britons now access news through platforms like YouTube, Facebook, and Instagram, up from 47% last year.

An internal government review reveals that approximately 70% of current government content is still posted on X despite British citizens increasingly using diverse platforms for news consumption—the new unit plans to redirect resources to match these changing consumption patterns.

Tom Lillywhite, No 10’s (PM’s Office) digital director who led Labour’s online election campaign, will oversee the unit. The team will integrate data analysts, content producers, and paid media specialists without requiring additional funding, drawing resources from existing departments.

The government expects the restructuring to generate savings. Chancellor Rachel Reeves has announced plans to reduce communications spending by £85 million (~$109M), exceeding the initial £50 million (~$64M) target set in July.

Recent successful pilot programs include collaborating with Instagram influencers Jess and Norma, a grandmother-granddaughter duo with over 700,000 followers, who created content promoting pension credit awareness. The government previously partnered with endurance athlete Russ Cook, known on social media as “Hardest Geezer,” for content featuring former PM Rishi Sunak.

Matthew McGregor, CEO of campaigning website 38 Degrees and former head of Barack Obama’s 2012 digital rapid response team, notes that the era of centralized communications is ending. “There are very diffuse audiences now, and you need different platforms and different approaches to reach them,” he said in a statement.

The initiative follows a British Social Attitudes report showing declining trust in government. Up to 45% of respondents said they “almost never” trust governments to prioritize national interests over party interests.

In October, the Bank of England (BOE) announced it was expanding its communication strategy to reach younger audiences through social media platforms amid declining public confidence in the bank due to inflation. Younger age groups expressed the most dissatisfaction.

Recent Forbes research revealed a shift in online search behavior among Gen Z, with many opting for “social searching” on platforms like TikTok and Instagram over traditional search engines. Up to 45% of Gen Z are more likely to use social media for searches, compared to about 35% of millennials, 20% of Gen X, and less than 10% of Boomers.

In July, Ofcom fined TikTok £1.875 million (~$2.4M) for failing to provide accurate information about its parental control feature.