Andy Burnham's political campaign is employing a strategy focused on collaborating with social media creators and influencers to broaden its reach, particularly among younger demographics. This approach involves working with a group of young activists, some as young as 17, who create content for platforms like TikTok.
These creators, including teenagers who have gained significant followings for their video edits, were present at events such as the gathering outside Number 10 Downing Street. They have been involved in producing content that uses a style and language resonant with online audiences, featuring memes, trends, and edits of past Labour footage.
According to reports, the creators have had access to Burnham and footage of his campaign activities. They are not paid by the campaign but retain creative control over their content. This strategy aims to counter the social media presence of other political groups, such as Reform and the Green Party, which have substantial online followings.
One of the creators, 19-year-old Megan Cassidy, described her experience as surreal, particularly being present at Downing Street. She noted that Burnham was receptive to spontaneous content creation, such as posing with popular Gen Z drinks. Cassidy also commented that Burnham appeared more charismatic and understanding of online trends compared to other politicians, like Keir Starmer.