Andy Burnham needs to deliver more than selfies and sound bites

There have been no major surprises in Andy Burnham's early political career thus far. Downing Street disclosed that only a handful of messages were exchanged with a social media persona pretending to be Donald Trump's chief of staff, though no official conversation took place. This comes as no shock, considering Burnham's tendency to connect through social media, often seen with his face plastered on selfies.

His penchant for social media use extends to regular TikTok videos and photo opportunities, where he discusses trivial topics like pub business rates or snacks with Prime Minister John Healey – a far cry from addressing the more pressing issues of his time. Burnham's administration is riddled with such sound bites, such as his proposal to ban vape shops and barbers, which are not inherently illegal, to tackle the decline of high street retailing.

His focus on these minor measures while ignoring the root causes of the problem reveals a desperate desire to be liked, rather than someone who delivers substantial change. The media was expected to be on high alert for Burnham's initiatives like the 'Number 10 North' office in Manchester or his opposition to disposable barbecues during a dry spell, but the lack of detailed implementation or concrete solutions leaves much to be desired.

Burnham's approach of appearing active and photogenic, rather than focusing on substantive policy, has endeared him to Labour MPs who elected him, but not enough to convince the public that he's the right leader for the nation.