The United Kingdom’s newfound weapon to tackle its migrant situation—social media influencers—is getting a leg up.After France, Albania, and Belgium, the government of Prime Minister Rishi Sunak has decided to discourage entry of migrants from countries like Egypt, Iraq, India, Turkey, and Vietnam. And it is expanding its pool of TikTok influencers with a £1 million fund. These influencers will create videos discouraging illegal migration to the UK as part of an ‘anti-immigration’ campaign that ensures people don’t cross the Channel. According to reports, the Home Office has even hired a marketing consultant firm to find and fund these influencers.
Whatever happened to good old policy-making? We are now witnessing the birth of a new era in diplomacy—the age of the influencer envoy, and the weaponisation of social media. Influencers have what governments and politicians want—eyeballs and followers.
Without seeming to spend money or frame complex policies, they wade into debates, take up causes, and merge activism with aspiration. If Chanel and Prada can tap into an influencer’s mini-kingdom and pay for a callout, then why not governments?
It seems as if for the UK government, the key to solving the complex migrant issue lies not in careful policy-making or international cooperation but in using the TikTok algorithm for ‘dystopian sponcon’ (sponsored content where influencers are paid by brands).
Because nothing says “serious immigration strategy” like paying social media influencers—those ideological intermediaries—to campaign for them. In its defense, a UK Home Office spokesperson had a tit-for-tat answer.
“People smugglers frequently use social media to peddle lies and promote their criminal activities, and it is vital that we utilise the same platforms to inform migrants about the truths about crossing the Channel and coming to the UK illegally.”
Also read: Five reasons that explain Rishi Sunak’s stand on immigrants
The policy crisis
The Sunak government’s handling of the migrant situation has come under fire in the past. In July last year, the United Nations criticised UK’s Illegal Migration Bill for violating international law and endangering the lives of refugees.
This followed a controversial move where Sunak proposed a solution to illegal immigration—shipping individuals to Rwanda via a proposed Safety of Rwanda (Asylum and Immigration) Bill. His decision was called out for its absurdity. Even Sunak’s own Conservative party members are sceptical of the ‘Rwanda plan’.
Perhaps this new army of TikTok influencers will be able to save the day.
As of September 2023, the number of asylum seekers accommodated in hotels across the UK exceeded 56,000, according to a BBC report. Living conditions have been questioned. In July 2023, several residents of Wethersfield, which currently hosts 600 asylum seekers, tested positive for tuberculosis, highlighting the health risks associated with overcrowded living conditions. It says a lot that a country is willing to spend one million pounds sterling on TikTok campaigns to deter immigration rather than better living conditions.
As the UK grapples with its own immigration challenges, the decision to pump millions into first Rwanda and then TikTokers prompts speculation about the true intentions and potential repercussions of such moves.
Move over traditional law enforcement methods—this is the era of the ‘TikTok Border Patrol.’ If you’re in the UK, it’s time to swipe and double-tap your way to wisdom.
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(Edited by Prashant)