Andy Burnham has been ordered to be less ‘blokeish’ on social media by cutting references to football and the pub.
Social media experts in No 10 have urged the new Prime Minister to tone down his laddish videos in an effort to appeal to a wider audience.
Mr Burnham has been actively posting on social media in his first weeks in office in marked contrast with his awkward predecessor Keir Starmer.
The videos, mostly self-shot, have seen him casually chatting about his love for Everton and pints.
But last week social media experts recruited to Downing Street ‘cautioned against some of the content’ posted by Mr Burnham – for fear it would alienate some voters.
Social media experts in No 10 have urged the new Prime Minister to tone down his laddish videos in an effort to appeal to a wider audience
Andy Burnham has been ordered to be less ‘blokeish’ on social media by cutting references to football and the pub
Burnham’s video had him sitting next to Chancellor John Healey in the pub rating bar snacks
A source told The Times: ‘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.’
One of Mr Burnham’s more successful videos had him sitting next to Chancellor John Healey in the pub rating bar snacks.
The video, promoting Labour’s business rates cut for hospitality venues, was viewed more than five million times on X alone.
Mr Burnham’s new team are receiving daily reports from the social media team, which was set up under Sir Keir, and includes experts in data and social media analytics.
It monitors all videos the new PM posts – analysing the tone of the responses to understand how Mr Burnham is being perceived online.
But Home Office minister Anna Turley defended Mr Burnham’s style this morning, saying: ‘I don’t have a problem with it at all’.
She added: ‘As someone who likes football and has the occasional pint as well and quite enjoys pub snacks, I’ve got no problem with his content so far, and it’s great to see him out engaging with the public.
‘I think social media is such an important medium now and I think the Prime Minister’s got a really accessible style which is important for communicating our story.’
The Cabinet Office is now recruiting around 50 extra social media staff for both the Government Media Unit (GMU) and individual departments.
The recruits will be tasked with managing relationships with social media influencers and negotiating paid collaborations to amplify Labour’s agenda in Government.
David Dinsmore, the civil service director for government communications and former editor of The Sun, is overseeing the GMU.
And a source familiar with his plans told The Times Mr Dinsmore wants to drive users towards Government social media accounts to put Whitehall content front and centre in the public’s minds.
All 24 ministerial departments post content on social media platforms such as YouTube, X and TikTok – in a fragmentary comms approach.
GMU-produced content has now been seen by a quarter of Brits in the last 18 months – with departmental accounts in contrast reaching just two per cent.
A GMU source said: ‘The idea is to have a central pillar instead of all these departments posting videos that often get tiny numbers of views. You only have to look at what the government is doing on TikTok to see how things are changing.’
The Cabinet Office said no decision had been made on the final size of the GMU.
