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Influencers reportedly shortlisted as the faces of a Government-sponsored TikTok campaign to dissuade people from travelling to the UK from Albania on small boats have disavowed the plan.
The Home Office is said to have earmarked more than £570,000 to pay the influencers to film TikTok videos that would dissuade migrants from crossing the Channel, with funds set aside for local influencers in Albania, Iraq, Egypt, Vietnam, Turkey and India.
The Times first reported the plans, which have reportedly been brokered in conjunction with an influencer marketing agency, Multicultural Marketing Consultancy (MMC).
Fabio Daja, a 20-year-old Albanian TikToker with more than 100,000 followers on the app, is said to have been one of a number of influencers from Albania identified as being potential figureheads of a marketing campaign.
However, when contacted by the i, Mr Daja professed to have no knowledge of the campaign and said he would not promote the cause the Government is seeking to highlight.
“OMG,” he said. “What the actual f**k. I haven’t been contacted by any government.”
The influencer and student added: “Would I accept their offer if they contacted me? No. I find it a very sensitive issue when it comes to refugees trying to cross the border,” he said. “My instant answer, off the top of my head, would be no.”
Mr Daja said that besides him disagreeing with the idea behind the campaign, “I’m not the right person to articulate this to this audience”.
He added: “My TikTok account is all about social phenomenons and it’s not about politics or anything else. I just record videos randomly talking about different issues that are social-related – not with politics. I haven’t received any emails. For real. I’m a little bit shocked.”
He explained: “I’m just a student studying architecture in Albania. I know no-one.”
Another of the influencers named in article, American travel blogger Ben Washburn, told i: “I have not been contacted by the British Government about this campaign and I am not interested in participating in it.”
i understands the influencers named in The Times are not necessarily those currently under consideration by the Government.
All those named were contacted and asked whether they had been approached to take part in the campaign, and whether they would do so if offered the chance to take part.
Social media experts were unimpressed with the Government’s plans.
“This seems to be a wildly ill-conceived idea that somebody with no clue about TikTok, influencers or political communication dreamt up,” said Steven Buckley, lecturer in media and communication at City, University of London.
Besides having concerns over what oversight the UK Government would have over the content created by any influencers who did take part, Mr Buckley also questions whether such messages would cut through to those trying to make the trip. “Additionally, I seriously doubt there are communications experts working in the Home Office who have their finger on the pulse of who are influential TikTokers in all these foreign countries,” he added.
“The small boats issue will not be solved through social media gimmicks,” said Mr Buckley. “The money the Government is planning to spend on ineffective social media posts, most of which will likely never be seen by their target audience, would be far better spent on practical solutions like hiring more immigration lawyers.”
Bastian Manintveld of 2btube, a Spanish influencer and production company, was equally nonplussed. “I think brands and influencers are best served when they work together on campaigns they understand and believe in,” he said.
Digital communications expert Cass Horowitz, reportedly the brainchild of the idea, declined to comment, passing the i on to the Home Office. MMC were contacted for comment but did not immediately respond.
A Home Office spokesperson said: “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.
“The relentless action we have taken reduced crossings by 36 per cent last year, which saw similar weather conditions to 2022. We make no apologies for using every means necessary to stop the boats and save lives.”
