Strapped up in his navy suit, blue tie and charmingly nerdy glasses, Andy Burnham entered No 10 newly appointed as our fifth prime minister in four years. I didn’t watch this historic scene live on BBC News. Instead, I saw a 10-second clip on TikTok, with a viral Love Island soundbite: “A hot new bombshell has entered the villa.” Not exactly the introduction you might expect from a world leader – or is it?

The video sent millions of eyes rolling backwards and many flocking to the comments, cringing at the idea of British politics succumbing to ridiculous social media trends. Critics have called his social media strategy “trivial” and a “distraction”. After years of leadership turmoil and a flailing Labour government under Keir Starmer, should we really be making light of yet another transfer of power on a platform designed for teenagers?

More than a month into the job, Burnham’s team has continued the shenanigans on his own accounts (where he has more than a million followers across Instagram and TikTok combined). Scroll down his feed and you will still find a fair amount of silliness, but the tide is starting to change.

One video starts with the PM defending “barms” – the........

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