Ellen Stewart, a 19-year-old social media influencer known online as “AlGoreCrave,” is among a group of young digital activists helping to bolster support for Prime Minister Andy Burnham and the Labour Party among younger voters. Stewart’s content mixes playful nostalgia — such as clips of former Labour Prime Minister Harold Wilson set to pop music — with politically charged messages urging support for Labour’s “Mainstream slate” in the party’s upcoming National Executive Committee elections.

This youthful online campaign appears to be a key part of a broader effort to revive Labour’s appeal on social media platforms like TikTok, Facebook, and X. Since Burnham took office last week, his team has enlisted influencers like Stewart to push his agenda and present the party as relevant and engaging to younger demographics.

The strategy contrasts with recent struggles faced by Reform, a right-leaning party once considered a social media powerhouse. During the 2024 general election, Reform reportedly generated three times as many social media interactions as Labour despite Labour’s heavy spending on advertising. However, Reform’s online presence has diminished recently as party leader Nigel Farage has focused on defending his Clacton seat, spending much of his efforts on localized campaigns rather than broader social media outreach. This shift has also contributed to the party sidelining its campaign for the Manchester mayoralty. Additionally, Reform’s social media team has undergone changes amid concerns over the rise of Restore, a hard-right rival party that insiders say has been eating into Reform’s online support.

Labour’s renewed digital drive is led by Abby Tomlinson, who previously served as head of digital under Keir Starmer. Tomlinson is credited with developing the “Milifans” youth movement ahead of the 2015 election, which helped increase Labour’s share of the 18-24 vote by 12 points at the time. While the Milifans effort is sometimes viewed as a failure, party sources describe Tomlinson as a skilled operator with a deep understanding of how to navigate the competitive social media landscape.

Recent polling supports the idea that Labour’s social media push is yielding dividends. A YouGov survey released this week indicates that Labour’s support among 18-24-year-olds has nearly doubled in a month, rising from 14% to 26%. Though not a dramatic surge, it signals a potential shift in youth backing.

Burnham has actively engaged with youth culture in his digital content, employing popular memes, collaborating with influencers such as Bemi Orojuogun (“Bus Aunty”), and using light-hearted formats like “blind ranking pub snacks.” One prominent campaign element included promoting caps on bus fares through social media.

Nonetheless, the emphasis on social media comes with challenges. Burnham recently expressed frustration over widespread speculative reports regarding policy changes, including council tax and stamp duty reforms, which he denied. This suggests some difficulties in managing traditional media narratives alongside the new digital outreach.

There is also an inherent risk in relying on a loosely coordinated network of youthful influencers. Incidents such as the ongoing Metropolitan Police investigation into Green Party leader Zack Polanski for the reposting of controversial content highlight how quickly social media missteps can escalate in a politically charged environment.

Finally, while younger voters are a target audience for Labour’s online strategy, historically this group has low turnout rates on election days. Political strategist James Carville famously warned that campaigns heavily dependent on young and first-time voters often face uphill battles.

Despite these hurdles, Burnham’s digital campaign appears to be achieving its immediate goal: reinvigorating Labour’s presence among young voters and reshaping its image on social media. As the Prime Minister settles into office, his team’s focus on engaging a new generation may prove influential in shaping the party’s future electoral prospects.