The UK’s first TikTok PM? Andy Burnham channels Zohran Mamdani as he hits social media
From Mo Farah to Bus Aunty, new prime minister makes good on promise to ‘do things differently’ when it comes to communicationThey say a week is a long time in politics, but handil
By The Guardian
Andy Burnham is using social media far more heavily than recent prime ministers, with Downing Street said to be favouring a “more social first” approach and greater use of influencers. The move comes as Burnham, according to the report, tries to show he will “do things differently” in government.
The Guardian says Burnham has been posting more frequently on social platforms since entering No 10, with content that includes a video of him running alongside Sir Mo Farah and appearances on influencer channels. The BBC also reports that traditional interviews have been limited in favour of vlogs, a Reddit Q&A and direct posts on X.
The reporting suggests the communications strategy is meant to appeal to younger voters and to work with social media activists and influencers rather than rely only on mainstream broadcasters. Burnham has been compared in the coverage to other political figures who have built a strong online following, including Zohran Mamdani.
Some critics have accused him of avoiding scrutiny by speaking more through influencers than through the established media.