Prime Minister Andy Burnham has reportedly been urged to tone down his "blokeish" social media style after Downing Street advisers warned it could be limiting his appeal. According to The Times, No 10's social media team has advised Burnham to cut back on posts about football and pub culture in an effort to broaden his audience.
Informal online presence
The Prime Minister has adopted a more informal online presence since entering Downing Street, regularly filming his own videos and responding directly to users on platforms including X. His approach has been viewed by some as a marked departure from predecessor Sir Keir Starmer's more restrained social media strategy, which was often criticised.
However, Burnham's style has also attracted criticism. One recent video, in which the Prime Minister and Chancellor John Healey rated pub snacks, drew a mixed reaction online. Some social media users branded Burnham a "clown", while another described the routine as "insufferable".
Daily reports and advice
According to The Times, Downing Street's digital team provides daily reports analysing the performance of the Prime Minister's online content. A source told the newspaper: "No 10 have a very good team that specialise in social media data and analytics."
"They're producing daily reports for the PM's team and have cautioned against some of the content, advising to tone down some of the blokiness, such as the bar snacks stunt. He is a strong communicator but it's about balance."
Wider appeal and government strategy
The report suggests advisers believe reducing references to football and pub culture could help Burnham connect with a wider cross-section of voters. Governments have increasingly prioritised social media engagement in recent years, with successive prime ministers attempting to capitalise on online trends. Sir Keir Starmer, for example, shared a farewell TikTok video inspired by a scene from the Fast & Furious films before leaving office.
Meanwhile, the Cabinet Office is reportedly recruiting around 50 new social media specialists for the Government Media Unit. According to The Times, the new recruits will help build relationships with influencers and coordinate paid collaborations designed to promote the Government's policies across digital platforms.
The latest report highlights the growing importance Downing Street places on social media strategy as politicians seek to engage voters through increasingly informal online content.
