UK’s media-savvy PM Burnham shifts messaging to TikTok, podcasts

British Prime Minister Andy Burnham has sought to expand his audience by appearing on entertainment channels run by popular creators with significant followings. In addition to posting videos on his own X and TikTok accounts, Burnham has sought to reach a wider audience by collaborating with influencers on platforms like TikTok and Instagram.

Compared to his predecessor Keir Starmer, Burnham's communications team appears to have a better understanding of the media landscape. During his first speech outside Downing Street, Burnham addressed a crowd that included teenage influencers known for creating TikTok clips about Labour politics. He also gave an interview to Elizabeth Day, a writer whose podcast "How to Fail" invites celebrities to discuss their mistakes.

Burnham made his first appearance on the TikTok series "Career Ladder," where he interviewed Ukrainian Max Klymenko, who has 9.8 million followers on the platform. He has also chatted with popular athlete Mo Farah, who has millions of followers on social media. Burnham's natural communication style on camera has received praise, contrasting with Starmer's more stilted delivery.

One TikTok video of Burnham tossing a builder's helmet while promoting technical education ended with a blooper shot where he fumbled to catch the helmet and laughed. Despite some criticism from traditional media, Burnham's social media presence appears to be resonating with young adults, with a recent poll showing that over half of 18-24 year-olds had seen his content.

Burnham's team recognizes the importance of alternative message delivery methods, as most people now primarily access news through social media platforms rather than traditional outlets.