UK Prime Minister Andy Burnham's social media strategy: Engaging youth and broadening reach

Whether he is pulling a pint, tossing a builder's helmet in the air or running with Olympic medallist Mo Farah, the UK's new prime minister Andy Burnham has embraced social media with a deft touch.

As well as putting out videos on his own accounts on X and TikTok, he has sought to broaden his audience by appearing on entertainment channels run by creators with large followings.

Compared with predecessor Keir Starmer, "Burnham has a far more astute communications team around him" with a "better grasp of the media environment", said Steven Buckley, a lecturer in digital media sociology at City St George's, University of London.


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During his first speech outside No. 10 Downing Street, Burnham addressed a crowd including teenage influencers invited because they make TikTok clips about Labour politics.

Soon after opening a separate office in his native northern England he gave an interview there to Elizabeth Day, a writer, whose podcast "How to Fail" invites celebrities to reflect on mistakes they have made.

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The day he became prime minister, Burnham appeared on "Career Ladder", a TikTok series where UK-based Ukrainian Max Klymenko - who has 9.8 million followers - talks to a celebrity about jobs while both stand on a step ladder.

Burnham has also chatted while on a jog with popular athlete Farah, who has millions of followers across social media platforms.