London, United Kingdom. Prime Minister Andy Burnham is using humorous and informal social media posts to build support online and counter the influence of populist parties, including Reform UK.
His posts on TikTok, X and Instagram have drawn millions of views in his first two weeks as prime minister, according to the article.
Inclusive approach
Burnham’s communication style was cited as a key reason Labour replaced former leader and prime minister Keir Starmer with the mayor of Greater Manchester.
His online content has included discussions about pub snacks and jokes about his appearance. Experts said the approach is intended to be positive rather than divisive click-bait.
James Lyons, Starmer’s former director of strategic communications and a former TikTok employee, said Burnham was pursuing a different strategy from the Greens and Reform UK.
“Instead of being polarising, he’s just seeking to be popular and inclusive,” said Lyons, now at corporate advisory firm Penta Group.
“He’s pulling off the very, very difficult trick of being very serious about what he’s doing as prime minister, but not taking himself too seriously.”
Challenge from Reform UK
The strategy does not directly address the challenges of reviving the stagnant economy and improving living standards, but experts said Burnham had taken the opportunity to build an online following before delivering more difficult messages.
Reform UK leader Nigel Farage has built large audiences through videos focused on immigration, crime and social issues, with 2.3 million followers on X, 1.5 million on TikTok and one million on Instagram.
Reform’s communication advantage over Starmer helped the party secure a significant lead in opinion polls. Initial surveys since Burnham became prime minister indicate Labour has narrowed the gap, although the next election is expected in about three years.
