Prime Minister Andy Burnham is leveraging social media creators and grassroots activists to reshape his political brand, blending casual content with strategic collaborations to engage younger voters. The approach, detailed in reports from BBC, includes TikTok influencers, viral videos, and partnerships with figures like Sir Mo Farah and Ukrainian content creator Max Klymenko.
Prime Minister Andy Burnham’s transition to Downing Street has been marked by a deliberate effort to harness the power of social media, positioning himself as a leader who understands digital culture. Central to this strategy is a collaboration with grassroots social media activists and influencers, a move designed to resonate with younger audiences and counter the influence of parties like Reform and the Greens. The approach, described by a Downing Street source as more social first
and authentic to Andy,
prioritizes casual, unpolished content over traditional media outreach.
A New Political Brand: Casuality Meets Strategy
Burnham’s team has prioritized a less high production, polished
style, with the prime minister appearing in informal settings—chatting into a handheld phone or answering policy questions on platforms like X, Instagram, and TikTok. This contrasts with the more scripted content typically associated with high-level political figures. A Downing Street source emphasized that the goal is to reach audiences it might not normally reach,
leveraging the trust and engagement that influencers have cultivated with younger demographics.
The strategy includes direct collaborations with creators, such as Sir Mo Farah, who joined Burnham in a viral running video discussing topics ranging from sport to mental health. Farah’s content, shared across 3 million followers, far outpaces the prime minister’s official channels. Similarly, Ukrainian influencer Max Klymenko, known for his The Career Ladder
series, collaborated with Burnham on a video exploring his first job before entering politics. Klymenko’s audience, aged 18–30, represents a demographic that traditional media struggles to engage.
Grassroots Activists and Teenage TikTokers
A key component of Burnham’s campaign has been connecting with grassroots social media activists, particularly teenage TikTokers whose edits and content helped amplify his visibility. Among them is Megan Cassidy, a 19-year-old from Havering, who described her experience at Downing Street as “surreal” and witnessing history.
These creators, who have amassed millions of likes through memes, trends, and nostalgic edits of New Labour footage, were invited to canvass with Burnham during his Makerfield by-election campaign. Their content, shaped by Gen Z preferences, includes red pre-made cocktails and casual, relatable interactions with the prime minister.
Ellen Stewart, a Labour activist, posted a TikTok video of Burnham that highlighted his approachability. “He gets it,” she said, contrasting him with other politicians like Keir Starmer. The young creators, who are not paid but given access to footage and opportunities to edit content, see this as a way to counter the influence of parties with larger social media followings. It helped that Burnham was natural and happy to spontaneously appear in content,
one said, according to the BBC.
Criticism and the Road Ahead
Despite the strategy’s focus on authenticity, critics argue it risks avoiding serious scrutiny. Conservative leader Kemi Badenoch urged Burnham to come out from hiding, face a proper press conference,
following his limited engagement with traditional media. Burnham responded by noting he had already addressed 74,000 members of the public of Makerfield
in a recent event. The prime minister has instead prioritized vlogs, Reddit Q&As, and social media posts to counter opponents, a tactic that has drawn both praise and skepticism.
The strategy’s long-term success hinges on its ability to translate online engagement into political capital. While Burnham’s team credits social media strategist Abby Tomlinson—formerly with Starmer’s administration—for bridging this gap, the approach also raises questions about the role of influencers in shaping public perception. As the prime minister navigates this new landscape, the balance between authenticity and accountability will remain a central challenge.
The collaboration with social media creators reflects a broader shift in political communication, where traditional media’s dominance is increasingly challenged by digital platforms. For Burnham, the strategy is not just about visibility but about redefining what political leadership looks like in the 2020s—a task that will require sustained engagement with the very audiences he aims to win over.
Sources: bbc.co.uk.
