New prime minister brings direct-to-public approach to Downing Street with social media updates

Andy Burnham has started his premiership with a fresh approach to political communication, posting daily updates and policy announcements directly to social media platforms.

The new prime minister's team has moved away from traditional communication styles, using vertical videos designed for mobile phones and platforms like TikTok, Facebook and Instagram. Burnham has been collaborating with influencers, including joining Mo Farah for a jog as part of the gold medallist's YouTube series, and engaging with followers using emojis and memes.

Searches for "Andy Burnham" on TikTok surged by more than 2,000% when he became prime minister on Monday. His first day included a handheld video outside a London homelessness charity, The Passage, promising to end rough sleeping "at the first opportunity".

The team also released a video of Burnham in Cardiff inviting the public to "ask Andy anything" on issues from homelessness and social care to supporting pubs and hospitality. According to Andrew Chadwick, professor of political communication at Loughborough University, Burnham has had "some very simple, clear policy pledges that cut through".

The approach represents a significant shift in how Downing Street communicates with the public.

Gilbert