Andy Burnham is a past master at using social media to create a political brand - and it seems he has no plans to let up now that he is prime minister. There will also be a focus on collaborations with social media creators. Downing Street also held receptions for influencers and during Tim Allan's tenure as director of communications content creators were invited to Downing Street press conferences. But Burnham's advisers see collaborations with influencers as a way of getting the government's message to audiences it might not normally reach. A Downing Street source said "the vast majority" of the public will not see or interact with content that is coming from government or the prime minister's social media channels.