In a move signaling a significant shift in political communication, the UK’s new Prime Minister, Andy Burnham, has embraced social media platforms, particularly TikTok, with a strategy that departs sharply from his predecessor’s approach. Burnham’s early engagement on these platforms, characterized by direct address, influencer collaborations, and policy announcements in short-form video, has already generated considerable attention and sparked comparisons to New York Mayor Zohran Mamdani, a politician known for his adept use of online channels.
Burnham’s Digital Pivot: “Doing Things Differently”
Since taking office, Burnham has pledged to “do things differently” in British politics, and his social media presence appears to be an immediate manifestation of this promise. While Keir Starmer’s previous operations were described as more reserved, Burnham’s team has opted for a more dynamic and accessible style. This includes sharing policy updates through vertical videos optimized for mobile viewing on platforms like TikTok, Instagram, and Facebook, a format well-suited for rapid consumption.
Professor Andrew Chadwick of Loughborough University, an expert in political communication, noted Burnham’s “all in on the TikTok style,” highlighting the clarity and effectiveness of his early policy pledges. “So far, he’s had some very simple, clear policy pledges that cut through,” Chadwick observed.
“Ask Andy Anything” and Viral Moments
Burnham’s team has actively sought to engage the public directly. Ahead of his first day in Number 10, a 2.5-minute video invited citizens to pose questions on a range of issues, from homelessness and social care to support for the hospitality sector. This “Ask Andy Anything” format aims to foster a sense of direct dialogue and accessibility.
The impact on social media was immediate. Searches for “Andy Burnham” on TikTok in the UK reportedly surged by over 2,000% on the day he became Prime Minister. His first day was marked by a handheld video outside The Passage, a homelessness charity, where he reiterated his commitment to ending rough sleeping. A subsequent montage video, showcasing his arrival at The Passage, cabinet meetings, and a statement outside Number 10, garnered over 820,000 views.
Influencer Collaborations and Audience Reach
Beyond direct engagement, Burnham’s strategy involves collaborations with influencers and celebrities to broaden his reach and cultivate a specific public image. He participated in a jog with Olympian Sir Mo Farah for Farah’s YouTube series, which was then shared on Instagram, reaching Farah’s 1.9 million followers. Another notable collaboration was with Ukrainian internet personality Max Klymenko, who has over 9 million TikTok followers, for the viral “Career Ladder” series.
Professor Chadwick explained that these collaborations are designed to expose Burnham to new audiences and build a “constructed sense of authenticity.” He added, “Burnham has a brand to construct here. OK, big in the north-west of England, absolutely. But among most people, who don’t follow politics particularly closely, he’s got hard work to do.”
Emulating Zohran Mamdani’s Style
A key element of Burnham’s online approach appears to be an emulation of Zohran Mamdani’s distinctive social media style. One of Burnham’s early policy announcements, concerning a cut to VAT on energy bills, which received over 1 million views, bore a striking resemblance to a video Mamdani posted earlier in the year announcing a pied-à-terre tax. Both videos featured a similar opening move where the politician taps the camera and steps backward.
Debbie Saslaw, co-founder of the political ad agency Melted Solids, acknowledged the creative references. “I think it’s great that he’s not shying away from these direct, creative references, while also doing some creative things of his own,” she commented. However, Saslaw also offered a word of caution, advising against jumping on fleeting meme trends that can quickly appear “cringe.”
Policy Announcements and Viral Success
Burnham’s engagement with transport policy also proved highly popular. A video featuring him discussing plans for “£2 fares,” filmed from the driver’s seat of a bus, garnered over 2 million views and 240,000 likes, making it his most successful post of the week. This video also featured Bemi Orojuogun, known as “Bus Aunty,” who had previously gained viral attention for her enthusiasm for London’s buses.
The impact on Burnham’s follower count has been significant. According to consultancy Knox Digital, his TikTok following increased by approximately 73% in his first week, rising from just under 99,000 to over 170,000. In terms of engagement rates, Burnham’s initial week on TikTok, with a rate of 6.29%, narrowly surpassed Keir Starmer’s first week on the platform in December 2025 (6.23%).
Authenticity vs. Ambition
Andrew Bard Epstein, communications director for Mamdani’s election campaign, observed an “authentic style” in Burnham’s videos. However, he also pointed to a potential difference in the scope of their political agendas. “Where it feels different, substantively, from Zohran is the ambition of the agenda,” Epstein stated.
Epstein suggested that while Burnham’s style might be an improvement over his predecessor’s, its long-term success hinges on substance. “In terms of style and authenticity, he is clearing the very low bar left by Keir Starmer. But unless it is matched with some stronger stuff – on confronting concentrated power, inequality and a diminishing quality of life in a way that feels like it meets the scale of the crisis – I wonder if people may grow tired of it.” The coming months will reveal whether Burnham’s innovative digital strategy translates into sustained political impact.
