Reid Hoffman, the founder of LinkedIn, is part of a group of Silicon Valley investors backing Labour’s effort to expand its presence on social media, particularly TikTok, raising fresh questions about the growing influence of digital campaigns in British politics.
Labour has appointed the digital marketing agency FourOneOne to train MPs and provide access to social media influencers. The agency, formed by figures who worked on the party’s 2024 general election campaign, is tasked with helping politicians sharpen their online presence to engage younger voters.
Corporate filings show that FourOneOne has a minority shareholder, Estratos Digital, a Vienna-based agency founded by former Hungarian Socialist politicians. Estratos is supported by Higher Ground Labs, a U.S. venture capital fund with ties to the Democratic Party. The fund has received backing from prominent tech investors including Hoffman, Ron Conway, and Chris Sacca, who have previously invested in companies such as Twitter, Uber, and Instagram. Higher Ground Labs has invested tens of millions in technology designed to support progressive political campaigns globally.
FourOneOne’s work for Labour includes arranging influencer access to party events, press briefings, and the annual party conference in exchange for social media coverage. The agency also provides one-on-one coaching to more than a dozen Labour MPs and runs wider training sessions for the parliamentary party.
The firm has attracted scrutiny after reports surfaced that it offered cash payments to influencers in exchange for posting “progressive” content. Investigative outlet Declassified UK reported that FourOneOne offered journalist Amun Bains £50 a week to post at least five videos, with additional bonuses linked to content promoting Labour messages and criticising Reform UK. FourOneOne said the payments were part of its “Amplifiers” project and were not connected to the Labour Party. Labour declined to comment, citing confidentiality agreements with external contractors.
FourOneOne is led by Nik Rutherford, a former music teacher and Labour councillor, with Assaf Kaplan, a former Israeli intelligence officer and former Labour staffer, serving as one of its directors. The agency’s influence has grown alongside Labour leader Keir Starmer’s push to boost the party’s digital presence, including his launch of a TikTok account and activity on Substack.
Downing Street has also started hosting briefings aimed at online content creators, replacing some traditional journalist briefings with sessions open to digital influencers.
