The founder of LinkedIn, Reid Hoffman, is among a group of Silicon Valley investors helping to bankroll Labour’s digital push against Reform UK on TikTok, raising fresh questions about the growing role of social media influencers in British politics.
Labour has appointed FourOneOne, a digital marketing agency set up by figures behind the party’s 2024 general election campaign, to provide MPs with social media training and access to influencers. The firm has been tasked with helping Labour politicians sharpen their presence on platforms such as TikTok, which the party increasingly sees as critical to reaching younger voters.
Corporate filings show that FourOneOne has a minority shareholder, Estratos Digital, a Vienna-based digital agency founded by two former Hungarian Socialist politicians. Estratos itself is backed by Higher Ground Labs, a US venture capital fund with close links to the Democratic Party in the United States.
Higher Ground Labs has received funding from a number of prominent tech investors, including Hoffman, Ron Conway, an early backer of Google and PayPal, and Chris Sacca, who has invested in companies such as Twitter, Uber and Instagram. The fund has poured tens of millions of dollars into technology firms designed to support progressive political campaigns.
FourOneOne’s work for Labour has included arranging influencer access to press briefings and high-profile events such as the party conference, in return for social media coverage. The agency also provides one-to-one coaching for more than a dozen Labour MPs and runs wider training sessions across the parliamentary party.
However, the firm has attracted scrutiny following reports that it has offered cash payments to influencers in exchange for posting “progressive” content online. Investigative outlet Declassified UK reported that FourOneOne offered journalist Amun Bains £50 a week to publish at least five videos, with the potential for additional bonuses, including content attacking Reform and promoting Labour-aligned messages.
FourOneOne said the payments were part of its “Amplifiers” project and were not connected to the Labour Party. A Labour spokesperson declined to comment, citing the confidentiality of arrangements with external contractors.
The agency is run by Nik Rutherford, a former music teacher and Labour councillor, and counts Assaf Kaplan, a former Israeli intelligence officer who has worked as a Labour staffer, as one of its directors. Its growing influence comes as Keir Starmer ramps up Labour’s digital presence, including launching his own TikTok account and publishing content on Substack.
Downing Street has also begun hosting briefings and events specifically for online content creators. This week, No 10 confirmed it would scrap its daily afternoon lobby briefings for political journalists, replacing them with regular press conferences open to influencers and digital creators.
Beyond the UK, Estratos has been involved in online political advertising campaigns across Europe, including backing Rafał Trzaskowski’s unsuccessful bid for the Polish presidency earlier this year. Higher Ground Labs, founded in 2017 by a former Obama campaign director, has invested more than $50m in over 65 political and civic technology startups aligned with Democratic causes.
Estratos Digital, FourOneOne and Higher Ground Labs were contacted for comment.
