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Andy Burnham has long been skilled at harnessing social media to build a distinctive political identity, and as prime minister, he appears determined to maintain this approach. According to a Downing Street insider speaking to the BBC, the new administration aims to adopt a “more social first” strategy that stays “authentic to Andy.” This means content will be less polished and produced than what previous prime ministers typically shared, favoring a more casual and spontaneous style. Followers can anticipate seeing Burnham engaging with his audience through handheld phone videos or informal policy discussions on platforms like X, Instagram, and TikTok.
An important element of this strategy involves partnering with social media influencers. Whereas earlier political figures valued endorsements from television personalities and celebrities, today’s leaders are turning to online creators. These influencers are believed to hold greater authenticity and trust with younger voters, who tend to consume less traditional media such as TV or newspapers. Burnham’s government is building on experimentations begun during Sir Keir Starmer’s tenure, which included ministers appearing on popular influencer channels and hosting receptions at Downing Street to foster these relationships. While some critics have expressed concern that this approach might reduce rigorous scrutiny of government policies, Burnham’s team views influencer collaborations as a vital means to reach demographics who might otherwise overlook official communications.
In the immediate lead-up to and following Burnham’s appointment as prime minister, he co-authored posts on TikTok and Instagram, one featuring a running video alongside Sir Mo Farah. Additionally, young TikTok content creators who supported his Makerfield by-election campaign were invited to Downing Street in recognition of their efforts. Among influencers Burnham has engaged with is Ukrainian online personality Max Klymenko, known for his viral series “The Career Ladder.” Burnham’s team reached out to Klymenko about two months ago, filming a segment where Burnham recounted his first job before politics. This content was scheduled to be posted to coincide with Burnham’s first day in office, targeting Klymenko’s largely 18-24-year-old audience, which extends regionally to viewers up to age 30. Despite the significant reach of over 16 million followers across platforms, Klymenko confirmed no payment was exchanged nor edits requested by Burnham’s team. Similarly, videos featuring Sir Mo Farah discussing topics such as sport, education, and mental health were shared with Farah’s three million followers across his major social channels, amplifying Burnham’s visibility beyond his own accounts.
The digital communications strategy is credited to Abby Tomlinson, who managed Burnham’s online campaign during the by-election and has been retained in his government. Tomlinson began her social media advocacy as a teenager during the “Milifandom” campaign for Ed Miliband and later gained experience working for the Labour Party and within Number 10 under Starmer before stepping down last year. Her influence is evident in Burnham’s preference for modern engagement methods, including vlogs, Reddit AMAs, and interactive X posts where he confronts critics directly. This shift away from traditional media has drawn criticism from Conservative leader Kemi Badenoch, who challenged Burnham to face a formal press conference and tougher questions. Burnham responded by highlighting his recent direct engagement with tens of thousands of constituents during the Makerfield campaign.
Another cornerstone of Burnham’s approach involves energizing grassroots social media activists. When Burnham became prime minister, a group of teenage TikTok creators, who have amassed millions of likes with their political video edits, were invited to witness the event outside Number 10. These young Labour supporters, aged between 17 and 19, produce content that includes viral memes, trendy clips, and nostalgic footage of New Labour, including Burnham’s previous tenure in office. They actively assist with campaign outreach by creating material in styles and languages that resonate with digital audiences. Popular posts have included Burnham holding red cocktails favored by Generation Z, which generated thousands of engagements. Activist Megan Cassidy, 19, remarked on the surreal experience of being at Downing Street and emphasized Burnham’s natural charisma. These volunteers are given free access to footage but are unpaid and retain creative freedom over their edits. They view their efforts as essential to competing against parties like Reform and the Greens, who have successfully expanded their social media influence in recent times. Burnham’s willingness to appear spontaneously in content further enhances his appeal to online audiences, setting him apart from other politicians such as Starmer, according to these young activists
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