Prime Minister Andy Burnham, who became the fifth Prime Minister in four years, has adopted a social media strategy that includes using platforms like TikTok. His initial appointment was shared via a 10-second TikTok clip, which some critics have called "trivial" and a "distraction."
More than a month into his tenure, Burnham's team continues to use his social media accounts, where he has over a million combined followers on Instagram and TikTok. Videos include the Prime Minister discussing devolution through a metaphor about bread rolls, which has over 850,000 views, and explaining his education strategy, which has garnered 3 million views.
This approach aims to engage young people, who are increasingly using social media for news. The Reuters 2026 Digital News Report indicated that 52% of 18- to 24-year-olds globally use social media, video networks, and AI chatbots as their primary news source. Labour previously saw success in rallying younger voters during the 2024 general election, with YouGov polling showing 41% of 18-24 year olds and 45% of 25-29 year olds voting Labour.