Prime Minister Andy Burnham turns to TikTok and podcasts to reach younger voters

Since taking office, Prime Minister Andy Burnham has adopted a social-media-centric approach, publishing short videos on X and TikTok while also featuring on entertainment channels run by high-profile creators. At his inaugural address outside No 10 Downing Street, he welcomed teenage influencers known for making TikTok clips about Labour politics. He subsequently opened a regional office in his native northern England and sat down for a conversation with writer Elizabeth Day on her "How to Fail" podcast, where she explores celebrity missteps.

Academic Steven Buckley of City St George’s, University of London, praised Burnham’s communications team as more savvy than that of his predecessor Keir Starmer. The strategy has drawn commendation from young voters while prompting criticism from established media outlets.