UK PM Andy Burnham shifts focus to TikTok and podcasts in social media push
Whether he is pulling a pint, tossing a builder’s helmet in the air or running with Olympic medallist Mo Farah, the UK’s new Prime Minister Andy Burnham has embraced social media with a deft touch. As well as putting out videos on his own accounts on X and TikTok, he has sought to broaden his audience by appearing on entertainment channels run by creators with large followings. Compared with…
Former Labour MP Andy Burnham has been making waves in the realm of social media since becoming the UK's Prime Minister. Not only does the new leader post videos on his personal accounts on X and the popular video-sharing app TikTok, but he has also made an effort to connect with a wider audience by appearing on entertainment channels run by creators with large followings.
In comparison to his predecessor Keir Starmer, Burnham's communications team appears to be more adept at navigating the media landscape, according to Steven Buckley, a lecturer in digital media sociology at City’s St George's University.
During his first speech outside No. 10 Downing Street, Burnham addressed a crowd comprising teenage influencers invited to share their TikTok clips about Labour politics. Shortly after settling into a new office in his native northern England, Burnham gave an interview at a location chosen by Elizabeth Day, a writer whose podcast "How to Fail" features celebrities reflecting on their past mistakes.
Burnham's presence on social media has been lauded for its natural, effortless style contrasted with Keir Starmer's more formal approach.
Burnham has demonstrated his versatility by appearing on TikTok alongside Max Klymenko, a Ukrainian UK-based celebrity with 9.8 million followers. Their TikTok series "Career Ladder" showcases Burnham discussing job opportunities with Klymenko while standing on a step ladder. Burnham has also taken part in a jogging session with popular athlete Mo Farah, who boasts millions of followers across various social media platforms.
Burnham's social media presence has earned him praise for his ability to connect with his audience, often through entertaining and relatable content. However, some critics have dismissed Burnham's focus on "vibes" as nothing more than a "brand campaign for a new sparkling canned drink." Despite this, Burnham's social media strategy has proven effective, garnering attention from young adults and winning him support from celebrities and influencers alike.
Written by urgent.news from South China Morning Post's reporting — not their text. Machine-written — may contain errors; check the original before relying on it.
This story
This is one outlet's version. Read the fullest account.
