Andy Burnham’s social media plan is already taking shape as the new prime minister leans on influencers and content creators to spread his message. According to a Downing Street source, the approach will be more social-first and more closely tied to Burnham’s own style, with less of the polished production often seen from previous prime ministers.
That means more short videos of Burnham speaking directly to camera, answering policy questions in an informal way, and posting across X, Instagram, and TikTok. The source said the idea is to make the government’s work feel more authentic, while also reaching people who do not follow politics through television or newspapers. Burnham’s team also plans to build more collaborations with social media creators.
The move follows a broader shift in politics, where online influencers have become a prized way to reach younger and harder-to-reach audiences. Sir Keir Starmer’s government had already been trying similar tactics, including giving influencers access to ministers and inviting content creators to Downing Street events. But some critics argued that this style of outreach can sidestep tougher scrutiny in favor of easier questions from people who are not policy specialists.
Burnham has already used the format himself. In the hours before and after becoming prime minister, he co-authored posts on TikTok and Instagram, including a running video with Sir Mo Farah. Young TikTok creators were also invited to Downing Street to thank them for their work on his Makerfield by-election campaign. One of the creators Burnham’s team approached was Ukrainian online personality Max Klymenko, whose huge following across TikTok, Instagram, YouTube, and Facebook gives him a reach far beyond a traditional broadcast interview.
