What can we learn from influencers?

Influencers are reshaping the housing crisis conversation, educating and inspiring real change through lived experience and activism.

31 Oct 2025

The influence of social media and content creators continues to grow every day. In the context of the UK’s worsening housing crisis - where more than 1.3 million households remain on social housing waiting lists -this digital influence is no longer a cultural trend. It’s becoming a powerful tool for outreach, relief, and reform.

Many people are now turning to online resources for emotional support, financial advice, or legal guidance related to housing. With more than 201,000 posts uploaded under #HousingCrisis on Instagram alone, it is hard to deny the reach and assistance that creators can offer. We must now recognise their growing role in shaping the social housing conversation.

Still, one question remains: what can we really learn from influencers?

The power of influencers in public discourse

The definition of ‘influencer’ has changed; it’s no longer just celebrities. Today, it encompasses a vast range of descriptors, including activists, journalists, and niche content creators.

Take Kwajo Tweneboa @kwajohousing, for example. He is a social housing campaigner and uses his platform to shine a spotlight on the UK’s housing crisis. His videos expose the poor and unsafe living conditions that many social housing tenants face, holding landlords and councils publicly accountable. By reinvesting his profits, Kwajo not only raises awareness but supports residents directly – covering essential costs and pushing local authorities to act.

This kind of content, however well-intentioned, is not immune to scepticism. Concerns about misinformation and performative activism are inevitable and understandable.

However, is it possible for this kind of online momentum to spark real change? From what I have observed, yes.

Five things I’ve learnt from influencers

There is a strong demand for reform

Among the vast number of housing issues covered online, the content that tends to receive the most views is the material that challenges the status quo.

These are videos that demand change, especially around affordability, vacancy rates, and social equity, resonating deeply among younger people and marginalised groups.Influencers, like Ben Askins @benaskins.official , Joris Lechêne @joris.lechene and Phin Harper @phin.harper, are calling for new housing policies that prioritise people over profits, and developments that avoid the pitfalls of gentrification. Phin’s content explores how increased investment in high-qaultiy, affordable homes could help to ease the pressure on both renters and buyers, shifting the conversation towards more balanced and equitable housing solutions.

Their content proves one thing: approaching these issues with clarity and purpose encourages people to campaign for change.

Many people don’t know their rights

Housing officer Mulhat Foum @m.foum uses her platform to explain complex housing laws, clarifying the legal rights of both tenants and landlords.

Her comment sections are often filled with repeated questions and requests for help, revealing how even those directly impacted are unsure of their rights. This highlights a significant knowledge gap surrounding social housing that must be addressed, one that influencers can help us bridge.

Simplicity is powerful

Change does not come easily, and people must understand what they are fighting for. The UK’s housing laws are complex, and under this government, many more policy shifts are on the horizon. News content creator, Professor D.M. Williams @prof_mims, breaks down these developments into digestible narratives, often using infographics to explain key points.

Meanwhile, Megan @motherhoodandmegs uses her own experiences as a social housing tenant to challenge stigma and correct misinformation online. Whether it’s through data or storytelling, these complex issues are explained in a way that people can properly engage with and understand.

Lived experience is important and undervalued

Data alone rarely moves people, but emotion does. This has been proven time and again, with heartfelt testimonials receiving more traction than graphs and figures online.

Influencer Kwajo Tweneboa @kwajohousing shares real-life situations in the UK, sparking an array of emotions and actions. Would his content receive the same attention if it didn’t showcase these lived experiences? Probably not. Personal stories resonate with followers more than statistics. It’s all about relatability and authenticity.

In a space flooded with information, these emotive illustrations, shared by influencers, can transform abstract issues into something tangible that people genuinely care about.

Actionable content works

What is perhaps lost in traditional media is what social platforms do best: interaction. Many of these videos target younger people, those who are deemed to have limited financial power or influence.

However, influencers are increasingly changing this by including small calls to action, such as signing petitions, watching documentaries, or even simply sharing a post. In doing so, these actions are bridging the gap between creator and audience, increasing awareness and spreading the message further. On social media, where conversations surrounding social housing tend to be negative, creators are providing people with the resources to build momentum and drive change.

The next steps

The ripple effects of the current housing crisis reach far and wide, with meaningful change often frustratingly out of reach. However, these distinct influencer voices are proving that change isn’t restricted to the boardroom; it can start online, too.

Councils, housing associations and local nonprofit community organisations may benefit from embracing the role of influencers. Strategic partnerships may present opportunities for more direct outreach, successful policy reforms, and combatting misinformation online.

Influencers are not only sharing content but also educating people and highlighting their lived experiences. They have reinvigorated public interest in housing reform, turning awareness into action.

Here are some influencers we recommend following:

Interested in influencer marketing, but don’t know where to start? Get in touch today and contact [email protected].

31 Oct 2025

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