New UK PM Burnham takes to social media to challenge populist parties' dominance

Britain's new Prime Minister Andy Burnham is challenging populist parties such as Reform UK on the social media platforms where they built large followings.

Just two weeks into office, his light-hearted posts on TikTok, X and Instagram are drawing millions of views, with a tone designed to be positive rather than divisive, experts say.

How is Andy Burnham using social media as prime minister?

Burnham posts casual, relatable content on TikTok, X and Instagram, from ranking pub snacks to poking fun at his own appearance. The approach avoids the polarising style used by populist leaders, aiming instead for an inclusive and positive tone. Analysts say it helps him build a following ahead of tougher political messaging.

While the posts do not address the immense challenge of reviving a stagnant economy or improving living standards, experts say Burnham has seized the moment to build an audience. He knows his messaging will likely need to grow more uncomfortable soon.

How does Burnham compare to Nigel Farage on social media?

James Lyons, a former strategic communications director for Burnham's predecessor Keir Starmer, said Burnham is taking a different approach from Reform UK and the Greens. Lyons, who once worked for TikTok and now advises the corporate advisory firm Penta Group, said Burnham is "seeking to be popular and inclusive" rather than polarising. He added that Burnham manages to appear serious about his job as prime minister without taking himself too seriously.

Reform UK leader Nigel Farage has spent years posting attention-grabbing videos on immigration, crime and social issues to his 2.3 million followers on X, 1.5 million on TikTok and 1 million on Instagram. His dominance in the communication battle against Starmer helped Reform build a significant lead in opinion polls. Early surveys after Burnham became prime minister show Labour has narrowed that gap, though the next election remains roughly three years away.

What viral moments has Burnham had online?

Farage is often pictured pulling or drinking pints in a pub, and Burnham has shown he can match that style. A video featuring Burnham and finance minister John Healey in a pub promoted a new tax cut for hospitality venues and drew 4.7 million views on X alone. Millions more views followed across other platforms.

In the same relaxed clip, Burnham and Healey ranked crisp flavours, and Burnham admitted a fondness for pickled onion Monster Munch. He also asked whether people outside northern England put crisps, called "chips" in North America, into their sandwiches, known locally as "butties". When Conservative leader Kemi Badenoch mocked Burnham as "a pair of eyelashes and a black T-shirt", he responded with a video blinking hard and joking that his T-shirt was "dark blue, actually".

Burnham returned to frontline politics after nine years outside parliament and 16 years outside government. Lyons said this gives him "a second chance at a first impression" with voters.

Why does Labour need a stronger social media strategy?

Academics say Burnham's relaxed communication style, in contrast with Starmer's more formal delivery, matters for a party criticised for failing to explain its strategy. Labour won a landslide election victory in 2024 but has struggled to communicate the promises it has fulfilled since. Rosalynd Southern, a senior lecturer in political communication at the University of Liverpool, said Burnham has delivered a more coordinated and integrated strategy than Labour's earlier, scattered social media posts.

Katy Parry, professor of media and politics at the University of Leeds, said Burnham has identified a disconnect between politicians and the public. She said his approach differs from Farage because he avoids the anti-politics stance associated with some right-wing populist leaders. His videos also reach voters through traditional media coverage, which has amplified their impact.

Some content taps into existing online trends, including a montage styled after the American version of the sitcom "The Office". A straightforward summary of five achievements from Burnham's first week in office received 5 million views on TikTok.

Who is running Burnham's social media operation?

Burnham has a team producing digital content, and the government was recruiting last week for social content creation, production and strategy roles. Advertised salaries range from £40,000 to £80,000, or roughly $55,000 to $110,000. Abby Tomlinson leads the operation.

Tomlinson first gained attention as a teenager when she helped spearhead a viral meme supporting then-Labour leader Ed Miliband's 2015 bid to become prime minister. Burnham's rapid growth reflects that momentum: his followers stand at about 730,000 on X, 450,000 on TikTok and 600,000 on Instagram. He added 50,000 followers on TikTok and Instagram in a single day last week.

Will Burnham's online popularity translate into political success?

Keiran Pedley, UK director of politics at pollster Ipsos, said Burnham's longer-term success will depend on delivering voters' priorities rather than social media popularity alone. He said Burnham has set the political agenda and made a positive start. Pedley added that the real test will come when Burnham faces setbacks and must show resilience.