Ed Miliband has broadened his digital audience after a short TikTok filmed in New York reached 1.5 million views, reinforcing the foreign secretary’s long-running online persona. The video, recorded while he was at the UN General Assembly, turns a self-effacing reply into a clearer political image that travels easily across social platforms.
The footage was made by creator Feroz Khan, who approaches Miliband on the street and runs through the familiar influencer checklist — name, job, a top piece of advice. When Khan asks about the biggest challenge Miliband answers with a candid nod to his 2010 leadership defeat, saying, “Oh wow! I ran to be prime minister of Britain. It didn’t go so well … but I kept going!” The tone, warm and self-deprecating, is precisely the trait that supporters have long leaned into online.
That reception has widened Miliband’s visibility among users who do not follow his parliamentary work closely, but the clip has also prompted scrutiny over how political figures engage with native social formats. Observers noted the presence of aides nearby and a rehearsed rhythm to the answers, suggesting production rather than chance. A government source defended the method, saying, “This isn’t Ed trying to hoodwink anyone. This is how these videos work, it’s really exciting working with content creators, but you have to outsource editorial control.”
Not every reaction was positive. Reform UK MP Lee Anderson mocked the exchange with, “Our Foreign Secretary! Putin will be quaking in his boots!” Meanwhile PR consultant Mark Borkowski described the episode as calculated repositioning, arguing, “Ed Miliband has finally worked out that the awkward dad thing isn’t a reputational defect. It’s his brand. In an age of politicians desperately trying to manufacture authenticity, the slight cringe actually makes him feel human. He’s not trying to be cool, he’s letting the socials enjoy the fact that he isn’t.” Borkowski also warned of a downside, cautioning, “The danger comes when the choreography becomes visible. Awkwardness works because it feels accidental. Once people think the ‘dad dancing’ has been Blackfriars Road focus-grouped, the joke shrivels.”
The clip extends a long-running narrative around Miliband that stretches back to a widely shared 2014 photograph of him eating a bacon roll. For now the TikTok has increased his reach and reframed what could be a liability into a recognisable brand. The trade-off is clear: collaborating with creators can amplify a politician’s profile, but it also cedes control over tone and editing. The next test for Miliband’s team will be to maintain the persona’s appeal without letting production strip away the sense of spontaneity that gives it traction online.
