Andy Burnham is set to surpass Nigel Farage as the most effective politician on TikTok by Christmas, according to new analysis.
Since entering Number 10, the Prime Minister's strategy has been branded "government by TikTok", collaborating with influencers to announce policy and discuss his personal life.
Mr Burnham has gained over 450,000 followers on the platform since launching his account in May, posting 186 times.
This marks a clear change in approach from his predecessor, Sir Keir Starmer, who has racked up 111 posts so far this year.
Mr Farage is the most followed British politician on TikTok, but the Prime Minister has seen a recent surge in reach.
In July, Mr Burnham amassed more than six times as many views as the Reform UK leader, with new research by Knox Digital suggesting his social media presence is set to continue growing.
The study examined the virality, frequency and engagement of content to rank individual politicians by overall effectiveness.
Former government special adviser Laura Wright, now a partner at Knox, explained the findings, speaking exclusively to GB News.
"This is government by TikTok… viewers like Burnham's content, they're engaging with it, and interestingly, he's pulled up Labour's overall engagement too.
"Clearly, he and his team realise that TikTok is the most important social media platform where you have a captive audience. It’s the best way to communicate with the electorate."
Despite this, new data shows that Reform UK is still the most efficient political party on the app, averaging three times as many views per post as Labour in July.
Ms Wright explained the significance of politicians utilising the app effectively: "Over 10 per cent of UK adults consume their news on TikTok, and the platform has screen time an average of an hour and a half a day. If people see your content and they think you're likeable….they're more likely to put an X for you in the ballot box."
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Data shows the impact Number 10’s fresh communication style has had on the Green Party.
Since Mr Burnham became Prime Minister, the average views per post by Zack Polanski's outfit have slumped by around 30 per cent.
Ms Wright also explained that the Prime Minister’s collaboration with well-known influencers is unusual.
“What has been really significant for Andy Burnham, is that he has unapologetically leaned into collaborating with influencers.
"We have seen from the time he has taken to sit down with some high profile content creators, that he values that more than mainstream media."
Last week, the Times newspaper reported that Downing Street's social media experts warned the Prime Minister to tone down his "blokeish" videos to ensure he was not alienating certain audiences.
A video of Mr Burnham and Chancellor John Healey debating their favourite pub snacks was viewed more than a million times on TikTok.
Home Office minister Anna Turley responded, rejecting the idea that the video projected an uncomfortable laddish energy.
Speaking to LBC she said: "I enjoyed his video on bar snacks. I think he is very authentic. That's who he is and I think people want to see a politician who is who they are... our communication has gone up substantially in terms of being authentic and reaching people."
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