UK Prime Minister Andy Burnham uses social media to counter populist parties

Andy Burnham, newly appointed prime minister of the United Kingdom, has turned to TikTok, X and Instagram to reach voters, posting light‑hearted videos that have amassed millions of views. His strategy is described as inclusive and non‑polarising, aiming to build a broad following and challenge the online influence of populist groups such as Reform UK.

Reform UK, led by Nigel Farage, maintains a large following on the same platforms, with millions of followers on X, TikTok and Instagram. Burnham’s recent posts, including a pub‑style video with finance minister John Healey announcing a hospitality tax cut, have drawn several million views and are intended to shift the communication battle in Labour’s favour.