Andy Burnham has begun his premiership with a markedly more informal and social-media-led communications style, using TikTok, Instagram and YouTube to promote policy and present a more accessible public image. The approach has prompted comparisons with New York mayor Zohran Mamdani and contrasts with the more conventional online operation associated with Burnham’s predecessor, Keir Starmer.

His first-week posts included a promise to tackle rough sleeping, a video on cutting VAT on energy bills and an “ask Andy anything” event in Cardiff. Searches for his name on TikTok reportedly rose by more than 2,000% when he became prime minister, while a day-one montage received over 820,000 views and his energy-bill video surpassed 1 million. Collaborations with figures including Mo Farah and TikTok creator Max Klymenko are intended to reach audiences beyond regular political followers, though experts note Burnham still needs to build wider recognition.