Whether he is pulling a pint, tossing a builder's helmet in the air or running with Olympic medallist Mo Farah, the UK's new prime minister Andy Burnham has embraced social media with a deft touch.
As well as putting out videos on his own accounts on X and TikTok, he has sought to broaden his audience by appearing on entertainment channels run by creators with large followings.
Compared with predecessor Keir Starmer, "Burnham has a far more astute communications team around him" with a "better grasp of the media environment", said Steven Buckley, a lecturer in digital media sociology at City St George's, University of London.
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During his first speech outside No. 10 Downing Street, Burnham addressed a crowd including teenage influencers invited because they make TikTok clips about Labour politics.
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