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As the country heads towards a general election, political parties have been competing through social media to get their messages to the public.

As the country heads towards a general election, political parties have been competing through social media to get their messages to the public.

Sky News tracked the performance of the six highest polling parties across X (formerly Twitter), Instagram, TikTok and Facebook to see how the race for online audiences is shaping up in the early days of the election campaign.

X (Formerly Twitter)

Using the social media monitoring tool SocialBlade, Sky News tracked the number of followers across each of the parties’ accounts on X (formerly Twitter).

Over the last 30 days, Reform UK saw the largest increase in the number of users following its official account, which rose by over 11,000.

The Labour Party performed similarly, ending the period with 9,366 additional followers. The Conservatives achieved less than half of this increase, netting 4,379.

The SNP performed the least well over this timeframe, ending with 159 new followers.

While Reform performed best on the platform in the last 30 days, this has done little to shift the overall picture. In terms of total number of followers, Labour sits at just over 1,020,000 followers, followed by the Conservative Party at 623,731.

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The four remaining parties are relatively neck and neck on the platform, all sitting at around roughly a third of Labour’s total.

Instagram

On Instagram, Labour’s lead is less pronounced. Currently, the party sits at just under 295,000 followers to the Conservative Party’s 207,795.

Of the six parties, the Liberal Democrats have the smallest following on the platform, with just under 44,000 users.

Over the last 30 days, Labour has performed relatively strongly on the platform, increasing their number of followers by over 20,600. The next biggest increase was achieved by the Green Party, followed by Reform, the Liberal Democrats, the Conservatives, and SNP respectively.

TikTok

TikTok rounds the number of followers displayed on an account down to the nearest milestone. The increments displayed vary as the number of followers an account has increased.

While less data is available for TikTok, the Labour Party’s recently launched account had the most followers, with over 165,900.

Reform, which unlike Labour and the Conservatives has had an official TikTok presence since 2022, had the second largest following, at over 141,000.

The Conservative Party, which also recently launched its account on the platform, had less than a third of Labour’s following, at over 51,700 users.

Of the six highest polling parties, the Liberal Democrats had the least followers on TikTok.

TikTok allows users to view how many times a page’s posts have been liked by users. Of the six parties, Labour came out on top attracting more than 3.6 million likes on its posts. Across all its content, Reform has the second-highest total, with over 1.4 million likes.

Facebook

On Facebook, Labour has the largest audience, with more than 1,069,000 users following its official page. The Conservative Party has the second-largest following, at more than 752,000.

In the last 30 days, Reform UK has had the biggest jump in number of followers, ending the period with an audience more than 12,000 users larger.

Compared to their total number of followers, the gains of the parties were modest in this time. The SNP was an outlier, ending the period with just over 400 fewer followers on Facebook.

What these numbers tell us

On the state of the race on social media, Kate Dommett, professor of digital politics at the University of Sheffield, said “Across all four platforms the Conservatives are at a disadvantage to Labour, with just over 900,000 fewer followers.”

On the significance of this, Dommett said while it was “no guarantee of success,” this disparity places the Conservatives at “an apparent disadvantage when it comes to communicating with electors.”

On the performance of Reform UK specifically, Dommett noted the party “is punching above its weight on many platforms” by attracting a competitive number of followers compared to more established parties.

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Budget 2025: Hospitality pleads for ‘lifeline’ as Rachel Reeves accused of imposing ‘stealth tax’

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Budget 2025: Hospitality pleads for 'lifeline' as Rachel Reeves accused of imposing 'stealth tax'

Rachel Reeves has been accused of failing to “support the great British pub” as she promised in the budget, with owners facing skyrocketing business rates bills.

In her speech in the House of Commons on Wednesday, the chancellor said she was backing small businesses by introducing “permanently lower tax rates for over 750,000 retail, hospitality and leisure properties – the lowest tax rates since 1991”.

But while the government gave itself the powers to discount the business rates bills for high street businesses through legislation earlier this year, the chancellor only implemented a reduction of a quarter of what the government is able to, and she is being accused of imposing a “stealth tax”.

It has left small retail, hospitality, and leisure businesses questioning whether their businesses will be viable beyond April next year.

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Sky’s Ed Conway looks at the aftermath of the budget and explains who the winners and losers are.

A Treasury spokesperson said: “We’re protecting pubs, restaurants and cafes with the budget’s £4.3bn support package – capping bill rises so a typical independent pub will pay around £4,800 less next year than they otherwise would have.

“This comes on top of cutting licensing costs to help more venues offer pavement drinks and al fresco dining, maintaining our cut to alcohol duty on draught pints, and capping corporation tax.”

Business rates, which are a tax on commercial properties in England and Wales, are calculated through a complex formula of the value of the property, assessed by a government agency every three years, combined with a national “multiplier” set by the Treasury, giving a final cash amount.

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Chancellor Rachel Reeves has been accused of imposing a "stealth tax" on hospitality businesses. Pic: PA
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Chancellor Rachel Reeves has been accused of imposing a “stealth tax” on hospitality businesses. Pic: PA

Over the last few years, small businesses were given business rates relief of 75% to support them over the COVID pandemic, and Ms Reeves reduced that to 40% at last year’s budget.

The idea was that at the budget this year, the chancellor would remove that remaining relief in favour of reforming the business rates system to compensate for that drop, while shifting the tax burden on to much bigger businesses and companies like Amazon with lots of warehouse space.

However, the chancellor only announced a 5p in the pound discount for small retail, hospitality, and leisure businesses, rather than the assumed 20p drop which the government gave itself the powers to implement, and which trade bodies had been lobbying for.

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How will your personal finances change following the budget announced by the chancellor?

On top of that, small businesses have seen the government-assessed value of their property increase dramatically, which wipes out the discount, and sees their business rates bill shoot far above what they had previously been paying.

One pub owner near Hull, Sam Caroll, has seen the assessed value of one of his two properties increase from £67,000 to £110,000 in just three years – a 64% increase.

He told Sky News that there is a “continual question” of business viability, and while he thinks they can “adapt” in the short term, “there will be a tipping point at some point”. Even at the moment, packing out their pubs seven nights a week, “it’s difficult for us to break even”, he said.

There will be a discount for small businesses to transition to the higher business rates level, but by year three, almost the full amount is expected to be payable, and Mr Carroll described it as “getting f***** slowly, instead of getting f***** overnight”.

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Sean Hughes, who owns multiple hospitality venues in St Albans, has also seen vast increases in the assessed value of his properties, and was sharply critical of the transitional arrangements the government is implementing.

He told Sky News: “Fundamental business rate reform was promised and we have total chaos. If [the system] was fair, why would they need transitional relief periods?”

A spokesperson of the Valuation Office Agency (VOA), which assesses the value of commercial properties for business rates purposes, told Sky News: “At the last revaluation, some sectors including hospitality were significantly affected by the pandemic, which resulted in much lower rateable values than they would have seen otherwise. Businesses that have now seen a recovery in trade are also likely to see an increase in their rateable value.”

Read more:
Reeves accused of deliberately making UK finances look worse
Budget is a big risk for Labour’s election plans

However, Sky News has seen evidence of businesses whose assessed value did not decrease when assessed during the pandemic, but actually rose, and has risen dramatically this year.

Data compiled by the Pubs Advisory Service, shows that the number of pubs in the UK has decreased by nearly 5% in three years, but the average value of the properties has risen by an average of 36.82% per pub.

And analysis by UK Hospitality, the trade body that represents hospitality businesses, has found that over the next three years, the average pub will pay an extra £12,900 in business rates, even with the transitional arrangements, while an average hotel will see its bill soar by £205,200.

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The prime minister has defended the budget after he and the chancellor were accused of breaking their promise to voters.

The body adds that by 2028/29, an average pub’s business rates will have increased by 76% and an average hotel’s by 115%, compared to 16% for a distribution warehouse like the ones the web giants use.

It’s not just the business rates rise that is worrying owners – it is the increase in employers’ national insurance implemented at the last budget, the increase in energy bills over the last few years, and the rise in the minimum wage, particularly for young people.

With the budget set to squeeze disposal income, there is little room for price increases to make up the shortfall either.

In a letter to the chancellor on Friday, Liberal Democrat deputy leader Daisy Cooper said small business owners “have been pushed to tears as they’re hit with the bombshell of higher business rates bills”, noting that “the government has chosen not to use the full powers it gave itself to throw high streets a lifeline”.

She added that businesses had been promised “permanently lower business rates”, but it appears the government has “broken yet another promise, by imposing a stealth tax not just on people, but on treasured high street businesses too”, and called on ministers to “throw our high streets and Britain’s hospitality sector a lifeline”.

Conservative shadow business secretary Andrew Griffith published his own analysis of the government’s budget measures on Friday morning, that found they will “hammer British pubs”.

Of the chancellor, he said: “She pretended in her budget speech to be supportive, whilst the true detail is that a combination of rate revaluations and scrapping reliefs will leave most pubs paying thousands of pounds more than they cannot afford.”

Kate Nicholls, Chair of UKHospitality, said in a statement: “The government promised in its manifesto that it would level the playing field between the high street and online giants. The plan in the budget to achieve this is quickly unravelling, and will deliver the exact opposite.”

She said they “repeatedly warned the Treasury” of the impending impacted of the value reassessment, but nonetheless, hospitality businesses are now facing “eye-watering increases”.

She added: “We agree with its reforms to deliver permanently lower business rates for hospitality and we appreciate the package of transitional relief, but its current proposal is not delivering lower bills. A 20p discount for hospitality would. We urge the chancellor to revisit.”

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Polymarket puts December rate-cut odds at 87% as crypto stocks climb

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Polymarket puts December rate-cut odds at 87% as crypto stocks climb

Several crypto-linked stocks climbed on Friday as prediction-market odds of a December rate cut surged to 87% on Polymarket, the highest level this month.

Three US-listed Bitcoin miners led the rally, with Cleanspark, Riot Platforms and Cipher Mining all rising in the session and showing double-digit gains over the past five days.

Federal Reserve, United States, Predictions
Probability of a US rate cut in December. Source: Polymarket

Yahoo Finance data showed Circle, the issuer of USDC, jumped nearly 10% in early trading, while Michael Saylor’s Strategy and Coinbase notched more modest increases at the time of writing.

Bitcoin (BTC) was also up around 7% on the week, after dropping to around $82,000 on Nov. 21, according to CoinGecko data.

Federal Reserve, United States, Predictions
Top 10 Bitcoin mining stocks. Bitcoin Mining Stock

Much of the volatility in prediction-market pricing this month has been driven by comments from Federal Reserve officials. 

On Oct. 29, Fed Chair Jerome Powell said a December cut was “not a foregone conclusion,” a remark investors took as hawkish — which means the Fed could delay rate cuts and keep conditions tight. Polymarket odds slipped from 89% the day before to as low as 22% by Nov. 20.

Sentiment shifted on Nov. 17 after Fed Governor Christopher Waller said the central bank should consider cutting rates next month, arguing that “the labor market is still weak and near stall speed” and that inflation is now “relatively close” to the Fed’s 2% target.

Related: Kalshi, Polymarket traders bet Supreme Court will curb Trump’s tariff powers

Prediction markets expand as demand surges

Prediction markets, such as Kalshi and Polymarket, which enable bettors to wager on the outcomes of real-world events, have expanded their reach and influence this year.

On Nov. 13, Polymarket inked a multi-year agreement with TKO Group Holdings to serve as the official prediction-market partner for the Ultimate Fighting Championships and Zuffa Boxing. The partnership came shortly after it partnered with North American fantasy sports operator PrizePicks.

The same month, Kalshi raised $1 billion from Sequoia Capital and CapitalG, pushing its valuation to $11 billion, according to a TechCrunch report citing a person familiar with the deal. The new round followed a $300 million raise in October.

On Nov. 19, rumors emerged that Coinbase is developing its own prediction-market platform after tech researcher Jane Manchun Wong posted screenshots of an unreleased site. Wong’s images indicated the product would be offered through Coinbase Financial Markets and backed by Kalshi.

Federal Reserve, United States, Predictions
Source: Jane Manchun Wong

On Wednesday, Robinhood said prediction markets have quickly become one of its fastest-growing revenue drivers, with more than one million users trading nine billion contracts since the product launched in March through a partnership with Kalshi.

Magazine: When privacy and AML laws conflict: Crypto projects’ impossible choice