As Prime Minister Andy Burnham sets out to redefine the government's approach to public outreach, a seismic shift in the way politicians communicate with citizens is underway. Downing Street insiders confirm that the new 'social-first' strategy will centre on harnessing the influence of online content creators and social media personalities, marking a significant departure from traditional broadcasting methods.
Sources close to Downing Street reveal that this new approach will see Mr Burnham engaging in informal settings with handheld phones or impromptu Q&A sessions on policy matters, shared across platforms such as X, Instagram, and TikTok. This development follows the previous government's tentative experiments with influencer engagement, where content creators were invited to Downing Street press conferences and ministerial appearances on popular channels.
The driving force behind this change is the recognition that traditional media outlets often fail to reach certain demographics, leading the government to seek alternative avenues of communication. According to a Downing Street insider, many citizens do not actively engage with official government or prime ministerial social media content, necessitating an innovative approach to broaden its audience and increase policy resonance.
Early indicators of this shift include Mr Burnham's collaborative TikTok and Instagram posts during his appointment as Prime Minister. Notably, a running video with Olympic champion Sir Mo Farah reached the latter's three million followers across various platforms, significantly extending the Prime Minister's reach. Furthermore, young TikTok creators who supported his Makerfield by-election campaign were invited to Downing Street.
Notable collaborations include Max Klymenko, a Ukrainian online personality and TikTok Creator of the Year, whose team filmed an interview with Mr Burnham on his first job, posted on the Prime Minister's first day in office. With a core audience predominantly aged 18-24 and a cumulative subscriber and follower count exceeding 16.3 million across multiple platforms, Klymenko represents a demographic typically underrepresented by traditional television interviews.
This pioneering strategy is attributed to Abby Tomlinson, who managed Mr Burnham's digital communications during his by-election campaign and has now been appointed to oversee the government's social media outreach. Tomlinson's influence on this approach underscores the growing importance of online personalities in shaping public discourse.