Andy Burnham’s Online Style Draws Praise as Makerfield Run Begins

Andy Burnham, the mayor of Greater Manchester and Labour’s candidate for the Makerfield by-election, has drawn praise from some Labour MPs and public relations figures for a more direct social-media style since launching his bid last Thursday.

Supporters say Burnham’s frequent replies on X, often using humour and a blunt tone, help his messages travel on platforms where engagement can shape what users see.

The online approach has also been framed by backers as a contrast with Labour leader Keir Starmer’s communications, as Burnham positions himself as a more instinctive public communicator.

Frequent X replies and a combative tone

Burnham has responded to posts and coverage about his campaign and personal routine, including a claim about his running by saying it was “part of my regular routine,” according to the article.

He also pushed back on criticism from broadcaster Andrew Neil by replying: “You need to get out of London, Andrew.” One Labour MP described the style as “combative progressivism,” arguing the party needs to understand social-media mechanics if it wants its arguments to cut through.

A public relations consultant, Mark Borkowski, described Burnham as a “natural” who appears “fearless” and “comfortable in his own skin,” while suggesting those qualities are less apparent in Starmer’s public persona.

Campaign video and gaps across other platforms

Burnham’s by-election campaign video, released Monday, uses music from Manchester-based bands and shows him moving through Makerfield and Manchester while speaking with residents.

In the video, Burnham says his bid is driven by a desire to “change Labour” and calls the by-election “the most consequential of our lives,” the article said.

Social-media analysts cited in the piece said Burnham’s presence is less developed on TikTok, Instagram and YouTube than on X, and suggested he would need a more robust cross-platform strategy to expand his reach.

Attention is likely to focus next on how Burnham’s messaging lands with voters in Makerfield and whether he broadens his digital campaign beyond X as the by-election approaches.