The new era in British politics dawned with Prime Minister Andy Burnham's bold decision to ditch conventional communication methods and leap onto the popular social media platform TikTok. As he settles into his new role at No. 10, Mr Burnham's team has been busy crafting a unique online persona that aims to break down the barriers between politicians and the public. This daring approach has seen him embracing a style that blends seamlessly with internet culture, showcasing a willingness to engage with younger audiences and participate in viral trends.
Mr Burnham's TikTok page has become the central hub for daily updates, featuring policy announcements presented in vertical video format, designed specifically for mobile consumption across platforms like TikTok, Facebook, and Instagram. This innovative strategy has seen him commenting with emojis, participating in online conversations, and even discussing policy while pouring a pint, all aimed at projecting a more relatable and accessible image.
The immediate impact of this new approach was evident when searches for 'Andy Burnham' on TikTok surged by over 2,000% day-on-day following his official inauguration as Prime Minister on Monday. His first day in office featured a handheld video outside The Passage, a London homelessness charity, where he pledged to end rough sleeping 'at the first opportunity'. A subsequent 'day one' montage documenting his activities garnered over 820,000 views, demonstrating significant public interest in his new communication style.
In addition to direct posts, Mr Burnham's team has strategically leveraged collaborations with prominent online personalities and celebrities. He was featured jogging with Olympic gold medallist Sir Mo Farah for the 'Run With Mo' YouTube series, which was then reposted to Farah's 1.9 million Instagram followers. Additionally, Mr Burnham participated in the popular 'Career Ladder' series hosted by Ukrainian internet personality Max Klymenko, who boasts over 9 million TikTok followers. These collaborations are designed to expose Mr Burnham to diverse new audiences and cultivate a sense of authenticity, according to Andrew Chadwick, Professor of Political Communication at Loughborough University.
A notable instance of this approach was a video posted on Wednesday announcing plans to reduce VAT on energy bills, which quickly amassed over 1 million views. Observant political commentators noted a striking similarity between this announcement video and one previously posted by Zohran Mamdani, particularly the opening shot where Mr Burnham taps the camera and steps backward. This direct reference to Mamdani's style has been acknowledged positively by those behind Mamdani's digital strategy, who see it as a creative and direct form of communication.
While the initial reception has been largely positive, experts like Debbie Saslaw, co-founder of political ad agency Melte, caution that this bold new approach may not be without its challenges. 'The test will come in maintaining consistency and authenticity over time,' she noted. Nevertheless, Mr Burnham's team appears committed to pushing the boundaries of traditional politics and forging a more direct connection with the public.
As Mr Burnham continues to navigate the complex landscape of modern British politics, his use of TikTok as a communication tool is likely to remain at the forefront of his strategy. Whether this approach will prove to be a success or a misstep remains to be seen, but one thing is certain: Prime Minister Andy Burnham has certainly made his mark on the world of social media.