Key Highlights

  • Andy Burnham has introduced a digital-first communications strategy, making short-form videos the government's primary daily communication channel.
  • Downing Street is working closely with digital creators and social media personalities to reach younger audiences.
  • The strategy follows Labour's efforts to improve its online presence after Reform UK built a significant advantage across social media platforms.
  • Critics argue that influencer-led communication risks reducing opportunities for traditional media scrutiny.
  • Questions have also been raised about government spending on digital content and the long-term impact on political accountability.

Andy Burnham entered Downing Street with a noticeably different communications strategy from his recent predecessors. Rather than relying primarily on televised interviews, press conferences or traditional broadcast media, his government has prioritised short-form digital content as the first point of contact with the public each day.

Within days of becoming Prime Minister, Burnham's administration had begun releasing informal, direct-to-camera videos designed for social media platforms, signalling a significant shift in how No. 10 intends to communicate government policy.

From Metro Mayor to Number 10

Burnham's return to Westminster followed an unusual political journey.

After leaving Parliament in 2017 to serve as Mayor of Greater Manchester, he returned to the House of Commons by winning the Makerfield by-election in June 2026 before securing the Labour leadership following Sir Keir Starmer's resignation.

Shortly afterwards, Burnham became Prime Minister, marking another rapid leadership transition in British politics.

From the outset, his administration has sought to distinguish itself not only through policy priorities but also through a modernised communications approach focused on digital engagement.

The Digital-First Premiership

A defining feature of Burnham's early administration is the emphasis on short-form video published during the early hours of the news cycle.

Rather than waiting for television interviews or official press briefings, Downing Street is increasingly using social media to introduce policy announcements directly to the public before traditional news organisations shape the day's political agenda.

The strategy is overseen by Digital Director Abby Tomlinson, who previously worked on Burnham's parliamentary campaign and has advocated a more authentic and less heavily produced style of political communication.

The government has also collaborated with a number of digital creators, including Max Klymenko and Sir Mo Farah, to discuss subjects such as employment, education, health and sport.

In addition, younger content creators have produced their own edits of government videos, helping extend the reach of official messaging across social media platforms.

Why It Matters

The communications shift reflects Labour's determination to strengthen its presence among younger voters and audiences who increasingly consume political information through social media rather than traditional news outlets.

Research cited by political commentators suggested that Reform UK had established a substantial advantage on platforms such as TikTok, with its content regularly achieving significantly higher engagement than Labour's digital output.

At the same time, national opinion polling has highlighted the increasingly fragmented nature of British politics, encouraging parties to compete more aggressively across online platforms where political discussions increasingly take place.

Beyond electoral considerations, the strategy also represents a broader change in how governments communicate.

By making self-produced digital content the first public statement of the day, Downing Street is reshaping the relationship between government announcements, media reporting and public engagement.

Risks, Scrutiny and the Cost Debate

The new communications strategy has generated criticism from opposition politicians and media observers.

Some argue that replacing traditional press conferences with influencer interviews and social media videos may reduce opportunities for journalists to question ministers directly on government policy.

Opposition figures have suggested that regular engagement with the parliamentary press remains an essential component of democratic accountability.

Questions have also been raised regarding government expenditure on digital communication.

Reports covering recent financial years indicated that government departments collectively spent more than £2.1 million working with influencers and digital content creators. Although much of that expenditure predates Burnham's premiership, the figures have intensified debate about the appropriate use of public funds for government communications.

Ministers have defended the approach, arguing that engaging audiences through modern digital platforms represents an effective way of communicating public information, while critics contend that government resources should remain focused primarily on policy delivery.

There are also broader questions surrounding transparency.

As governments increasingly collaborate with content creators, issues relating to disclosure, editorial independence and the distinction between official communications and personal content are likely to receive greater scrutiny.

Outlook

Andy Burnham's digital-first communications strategy represents one of the most significant changes to the way Downing Street engages with the public in recent years.

By prioritising short-form video and direct digital engagement, the government is seeking to reach audiences that have become increasingly difficult to engage through conventional political communication.

Whether the strategy becomes a lasting model for future governments will depend on its ability to balance wider public engagement with the transparency and accountability expected of democratic institutions.

If digital communication complements rather than replaces traditional media scrutiny, it may represent a lasting evolution in political communication. If not, criticism that accessibility has come at the expense of accountability is likely to continue.