How YouTubers turned running for London mayor into content

Several internet personalities will be on the ballot on 6 May, though most know they have no chance of winning

Niko Omilana will not be elected mayor of London next week. But the 23-year-old YouTuber prankster and mayoral candidate, who is polling just behind the Lib Dems and the Greens, is still likely to emerge from the contest as a winner.

Content is his priority," said Omilana's manager, Grace O'Reilly, who happily accepts her client has no chance of beating Labour's Sadiq Khan. In terms of the cost of his campaign, it's an investment for him. There's no profits to be made off the back of it but with the marketing there'll be a lot more brands interested in Niko Omilana."