Back in the day, political presence was measured in airtime, headlines, and who showed up in person. Today, digital visibility is just as important—and it’s changing how public leadership is built and perceived.
In our latest report, we analyzed how 28 UK cabinet ministers in the current government are using five major platforms: Twitter (now X), Facebook, Instagram, LinkedIn, and TikTok. The data tells a clear story. A few ministers are setting the pace. Most are underusing the tools in front of them. And the real opportunities are still wide open.
In this article, we’ll walk through the key findings—and what they mean for digital strategy, visibility, and influence in 2025.
Which UK cabinet ministers have the strongest social media presence in 2025?
TLDR; Mostly Keir Starmer.
The Prime Minister commands more than 3.4 million followers across Twitter (now X), Facebook, Instagram, and LinkedIn. That’s 37% of the entire cabinet’s digital reach—a lead so big it warps the rest of the landscape. Right behind him, though far off in actual numbers, are David Lammy, Ed Miliband, and Angela Rayner. Each hovers around the 1 million mark, with Rayner using Instagram effectively to grow a distinct voice and audience.
After that, the drop-off is steep. Most other ministers barely break into six figures, and some are effectively invisible beyond Twitter (now X).
| Minister | Total Followers |
| Keir Starmer | 3.4M |
| David Lammy | 964K |
| Ed Miliband | 947K |
| Angela Rayner | 944K |
| Everyone else | Varies — mostly low |
So what does that mean?
Digital visibility at the top of government is highly concentrated. A few names dominate, while the rest blend into the background. But the upside is, that concentration creates opportunity. There’s room for more voices, if they’re strategic about how they show up.
Twitter’s role in UK political communication: Dominant but limited
When it comes to platform use, Twitter (now X) still wears the crown. Every single UK cabinet minister has an account there. It’s the default channel for real-time commentary, political statements, and media reactions. In fact, the combined Twitter following of the cabinet is more than 6.5 million.
But the thing is, relying too heavily on Twitter (now X) is starting to look risky.
Yes, it’s still the go-to platform for journalists and policy insiders. But with audiences spread across multiple platforms, ministers who focus only on Twitter (now X) risk missing large parts of the public conversation.
Other platforms paint a more complicated picture:
- Facebook: All ministers are technically present here, but most aren’t using it actively. Only a few post regularly.
- Instagram: Used by 92% of ministers, but with big gaps in engagement. A handful—like Angela Rayner—do well. Most don’t.
- LinkedIn: Just half of ministers have a profile. Only a few, like Keir Starmer and Rachel Reeves, use it to publish content or signal professional credibility.
- TikTok: This one’s practically untouched. Only four ministers have accounts, and their combined audience totals a paltry 0.28% of the cabinet’s audience across all five platforms.
That silence is telling. Especially because TikTok is now one of the most important platforms for reaching younger voters—and LinkedIn is increasingly where policy and industry conversations happen.
| Platform | % Ministers Using It | Median Followers |
| Twitter (now X) | 100% | 65K |
| 100% | 10K | |
| 92% | 2.7K | |
| 50% | 1 | |
| TikTok | 14% (4 ministers) | 0 |
Twitter (now X) still matters. But it’s not enough on its own. Ministers who stick to it exclusively risk becoming invisible in spaces where the next generation of public dialogue is taking shape. They also risk concentrating their presence on a platform with a documented history of banning politicians.
How top UK ministers are using social media more effectively
What sets the digitally savvy ministers apart from the rest is not just their follower count, but how they use each platform, and how well their message fits the space they’re in.
Take Keir Starmer. His dominance isn’t just about being Prime Minister. He’s consistent across platforms and adjusts his tone depending on where he’s posting. On LinkedIn, his content leans toward business, policy, and leadership themes. On Instagram, he highlights visits, team moments, and behind-the-scenes glimpses that feel more personal. Each channel serves a different purpose, and he plays to their strengths.
Then there’s Angela Rayner, who’s grown a solid audience by using Instagram not just for updates, but for storytelling. Her content feels real, accessible, and timely—qualities that tend to perform well on visual platforms.
But follower count doesn’t tell the whole story.
Only three ministers—Shabana Mahmood, Steve Reed, and Ian Murray—have a presence on all five platforms. They’re not the most followed, but they’re the most versatile. That gives them a big advantage: they’re able to speak to different audiences, in different formats, across different channels.
That range matters more than ever. Why?
Audiences are fragmented. What works on Twitter won’t work on TikTok. A policy explainer that lands on LinkedIn might fall flat on Facebook. Ministers who adapt their content—not just repost it—are the ones seeing traction.
The best performers understand this. They’re not trying to be everywhere all the time. But when they show up, they show up with intent.
Does age influence social media use among UK cabinet ministers?
The average age of a UK cabinet minister in 2025 is 53.7 years, calculated using publicly available data. That’s over a decade older than the UK’s median population age of around 40. And while age doesn’t determine ability, it often influences habits, especially online.
Here’s what our data shows:
- Ministers under 50 are far more likely to use a wider range of platforms.
- 100% use Instagram
- 60% use LinkedIn
- 20% use TikTok
- Ministers 50 and over are more cautious:
- Only 55% use Instagram
- 39% use LinkedIn
- Just 11% use TikTok
Everyone’s on Twitter and Facebook. But once you move beyond those, younger ministers tend to show up more, and experiment more.
Take Darren Jones, the youngest minister at 38. He’s active on four out of five platforms (just missing TikTok). Compare that to Hilary Benn, the oldest at 71, who uses only Twitter and Facebook. It’s not a failing, just a reflection of where each is most comfortable.
But here’s why it matters, today’s communication isn’t one-size-fits-all. Ministers who limit themselves to the “safe” platforms risk missing large parts of the population—especially younger voters, early-career professionals, and first-time political participants.
Adapting doesn’t mean changing your personality. It means recognizing where your audience is, and learning to speak their language—even if it feels unfamiliar at first.
And if younger ministers can lead the way on this, it’s a shift that benefits everyone.
Top social media opportunities UK ministers are overlooking—and why they matter
If there’s one message that came through loud and clear in the data, it’s that LinkedIn and TikTok are being massively underused by UK cabinet ministers. And that’s a problem, because both platforms offer big, untapped potential.
1. LinkedIn: A credibility engine being ignored
Just half of the cabinet has a LinkedIn presence. Even fewer use it actively.
This is surprising. LinkedIn, with over 1 billion users, is where policy professionals, business leaders, and civil society stakeholders already gather. It’s built for thoughtful, issue-driven content, and that’s exactly the kind of communication ministers should be leading.
Those who do use it well stand out. Keir Starmer has over 577,000 followers here. Rachel Reeves is another strong example—she’s built a strategic, issue-focused presence that reinforces her economic credibility, attracting over 139,000 followers. But beyond that? Mostly silence.
That’s a missed opportunity—especially for ministers whose portfolios touch on finance, trade, industry, or international cooperation. A well-maintained LinkedIn profile can build professional trust faster than almost any other platform.
2. TikTok: The generational gap that keeps growing
Only four ministers have official TikTok accounts. That might not seem like a big deal—after all, isn’t TikTok just for entertainment?
Not anymore. TikTok is where political commentary, policy explainers, and real-time reactions are happening—especially among voters under 30. It’s the fastest-growing platform in the UK, and yet 24 out of 28 ministers have no presence there.
Even a modest start—like what Ed Miliband, Shabana Mahmood, or Ian Murray have done—can make a difference. TikTok doesn’t demand perfection. It rewards clarity, authenticity, and storytelling.
And for ministers willing to learn the format? There’s plenty of space to lead.
Bottom line:
If you’re a minister—or advising one—and looking to expand digital influence, these two platforms should be at the top of your list. They’re not crowded or saturated. And that makes them valuable real estate for the years ahead.
Social media best practices for UK ministers and political advisors
If you’re advising a public figure—or trying to grow your own digital presence—this is where things get actionable. Based on what the report reveals, here’s what ministers and their teams should consider doing now:
1. Develop a tailored strategy for each minister
Not everyone needs to be on every platform. But everyone should have a clear plan. Ask:
- What’s your core issue?
- Who needs to hear from you?
- Where does that audience spend time online?
Let those answers shape your content and platform choices.
2. Use LinkedIn to show leadership, not just your CV
For ministers in economic, business, or international roles, LinkedIn is a natural fit. But it’s not enough to have a profile.
Post regularly. Share policy wins, sector insights, and thought leadership. Comment on relevant issues in your space. That’s how you earn attention—not just followers. Use our LinkedIn post ideas for government officials as a starting point.
3. Treat TikTok as essential for youth-facing portfolios
Ministers working in education, health, housing, or culture should view TikTok as a direct line to younger voters.
But don’t just repurpose Instagram videos. TikTok content needs to be native to the platform—fast, clear, and story-driven.
4. Pair online content with real-world activity
Digital presence works best when it reflects what’s actually happening offline.
Try using Instagram Stories to preview a site visit. Post a short TikTok after a town hall. Mention recent feedback in a LinkedIn article. The more grounded your content is in real moments, the more authentic it feels.
5. Plan content with generational nuance
Not every platform speaks to the same audience.
- Facebook and Twitter might reach older, broader, or more politically engaged audiences.
- TikTok and Instagram appeal to younger, more visual-first users.
- LinkedIn reaches professional and policy networks.
Adjust language, tone, and visual style to suit each group. One-size-fits-all messaging rarely works.
6. Verify all public-facing accounts—even dormant ones
Even if a minister isn’t active on a platform, a verified profile still matters. It helps prevent impersonation, boosts trust, and gives flexibility if the platform becomes relevant later on.
7. Make space for experimentation
Trying new formats or tones might feel uncomfortable, but it’s necessary.
Start small. Test what works. Let real feedback guide your approach. Ministers who do this now will be better positioned as expectations around digital leadership continue to evolve.
Digital influence isn’t optional anymore
The 2025 UK Digital Cabinet report makes one thing clear: a few UK ministers are leading the way, but most are still playing catch-up. They’re relying too heavily on familiar platforms. And they’re missing out on younger audiences, professional circles, and the chance to shape public conversation in new ways.
But this presents an opening.
If you’re a minister, comms advisor, or public figure, the takeaway is simple: don’t wait to be visible. Show up. Be consistent. Match your message to the medium. Build credibility where your audience actually is.
And if you’re not sure where to start, pick one underused platform—TikTok, LinkedIn, or Instagram—and begin. You don’t need perfection. You just need presence.
However, the right message in the wrong format still gets ignored. That’s why we help leaders reshape how they show up online, starting with LinkedIn, where influence is earned daily.
At Column, we handle the full stack: strategy, writing, visuals, and distribution. So leaders can focus on policy, while we handle presence.
Johnson is a Copywriter at Column, helping brands tell their stories with clear, impactful content. Connect with him on LinkedIn.
