Andy Burnham goes TikTok: UK's first social media PM

Andy Burnham has entered 10 Downing Street with a promise to “do things differently,” and his social media feed suggests he is already delivering. Within his first week as prime minister, Burnham’s TikTok presence has surged, with videos that blend policy announcements with meme culture, influencer collaborations, and a style that political commentators compare to New York Mayor Zohran Mamdani.

A New Digital Playbook

Burnham’s team has abandoned the formal, curated approach of his predecessor, Keir Starmer, in favor of vertical videos, emoji-laden captions, and direct engagement with internet personalities. His “day one” montage—showing visits to a homelessness charity, cabinet meetings, and his speech outside No 10—racked up over 820,000 views. But it was a video announcing a VAT cut on energy bills that truly went viral, surpassing 1 million views and drawing attention for its stylistic resemblance to a similar clip by Mamdani.

Borrowing from New York’s Playbook

The comparison to Mamdani is no accident. Burnham’s energy bill announcement video used a similar “camera tap” transition and direct-to-camera delivery that Mamdani had employed months earlier. Andrew Chadwick, professor of political communication at Loughborough University, noted that Burnham’s team understands the importance of platform-native content. “He’s gone all in on the TikTok style,” Chadwick said, adding that the simple, clear policy pledges have cut through the noise.

Influencer Alliances and Viral Partnerships

Burnham didn’t stop at mimicking viral formats. He also engaged in high-profile collaborations. He joined Olympic gold medalist Mo Farah for a jog in London as part of Farah’s YouTube series “Run With Mo,” which was reposted to Farah’s 1.9 million Instagram followers. He also participated in the “Career Ladder” series with Ukrainian TikTok star Max Klymenko, who boasts over 9 million followers. These partnerships offer Burnham exposure to new audiences and help build what Chadwick calls a “constructed sense of authenticity.” While popular in the north-west of England, Burnham still needs to boost his national profile among less politically engaged voters.

Policy Meets Pop Culture

Beyond the viral antics, Burnham used his platform to announce concrete policies. A 2.5-minute “ask me anything” video in Cardiff addressed homelessness, social care, and pub support. Searches for “Andy Burnham” on TikTok surged by over 2,000% on the day he became PM, indicating a significant shift in how the public consumes political content. The challenge now will be sustaining that attention while governing.

As Burnham settles into No 10, his social media strategy signals a broader trend of politicians embracing informal, platform-optimized communication. Whether this approach can endure the scrutiny of office or risks being seen as mere gimmickry remains to be seen. But for now, the UK has its most online prime minister yet.