Burnham's social media style is direct.
His online engagement is seen as authentic.
Experts contrast his style with Starmer's.
Atlas AI
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.
