Archive · 5 Aug 2026
Burnham uses social media to counter Reform with positive messaging
Andy Burnham is the new prime minister of Britain.
He makes short videos for apps like TikTok, X and Instagram.
In his videos, he talks about everyday things such as pub snacks.
He wants to be friendly and positive instead of angry or upsetting.
Lots of people watch his videos — some have been seen millions of times.
He does this so people can get to know him and like his ideas.
Another politician named Nigel Farage also uses these apps a lot.
Burnham wants to win the attention of voters just like Farage did.
So far, his friendly videos seem to be working well.
New Prime Minister Andy Burnham is using TikTok, X and Instagram to connect with voters through positive, non-polarising messaging.
A pub video with finance minister John Healey promoting a hospitality tax cut drew 4.7 million views on X.
Burnham's approach contrasts with Reform UK leader Nigel Farage, who built a large following with videos on immigration, crime and social issues.
Early surveys since Burnham took office show Labour narrowing Reform UK's poll lead, with the next general election about three years away.
Burnham gained 50,000 followers on TikTok and Instagram in a single day last week, and the government advertised social media jobs paying £40,000 to £80,000.
- Who
- Andy Burnham, Britain's new Labour prime minister, and his digital communications team led by Abby Tomlinson.
- What
- Burnham is using positive social media content on TikTok, X and Instagram to connect with voters and compete with populist parties like Reform UK.
- When
- In the first two weeks after Burnham took office, with the next general election around three years away.
- Where
- United Kingdom.
- Why
- To rebuild Labour's communication strength, which lost the social media battle to Reform UK under former PM Keir Starmer, and to build an online following before tougher political challenges arise.
Positive, inclusive messaging
Polarising, populist content
Social media strategy
Positive, inclusive messaging
Burnham seeks to be popular and inclusive, avoiding polarising clickbait and using relaxed, humorous videos to appear serious but not self-serious.
Polarising, populist content
Reform UK's Nigel Farage built millions of followers through polarising videos on immigration, crime and social issues, giving Reform a significant poll lead against Labour.
Relationship with politics
Positive, inclusive messaging
Burnham is described as not anti-politics, trying to bridge the disconnect between politicians and the public from within the establishment.
Polarising, populist content
Right-wing populist politicians like Farage are described as anti-politics, an approach that has resonated with many online voters.
- Prime Minister
- Andy Burnham (Labour)
- Predecessor
- Keir Starmer
- Previous role
- Mayor of Greater Manchester
- Platforms used
- TikTok, X, Instagram
- Burnham's X followers
- ~730,000
- Farage's X followers
- 2.3 million
- Pub video views
- 4.7 million on X
- Social content job salaries
- £40,000–£80,000