**I’ve done something different today and taken a step back to look at Instagram strategy. I examined Reform UK’s Instagram grid and the grids of other UK parties. Reform’s was by far the most consistent and compelling from a pure communications perspective, focusing on crime through a series of ‘case files’ of offenders. I’ve produced a newsletter below which examines why and offers some ideas for progressive organisations to up their game. It’s tactical but hopefully might spark some ideas, including around holding elected populists to account.
As always, feedback gratefully received and forwards of this email to colleagues are super valuable!**
Rootcause: Digital Decoder
How Populists Win Instagram While You're Still Posting PDFs
Special Edition: Platform Psychology
The "Case File" Phenomenon
WHAT THEY'RE DOING
Reform UK posts identical crime "case files" - same format, same colors, same fear buttons. Every. Single. Post. Mugshots, countdown timers, "BRITAIN IS BROKEN" stamps.
WHY IT WORKS
• Pattern recognition: Brain identifies brand instantly
• Emotional hijacking: Fear drives more shares than hope
• Cognitive ease: Simple = believable (even when wrong)
PROGRESSIVE ADAPTATION OPTIONS
IMPLEMENTATION CHECKLIST
• Pick ONE visual system (resist the urge for variety)
• Use it 50 times minimum (you'll hate it by post 10)
• Test recognition: Can someone identify you from thumbnails?
• Measure: Track engagement per template, not per post
The Repetition Machine
WHAT THEY'RE DOING
Same message, different day. "Every 2.2 minutes" becomes truth through repetition. No variety, no creativity, just hammering.
WHY IT WORKS
• Illusory truth effect: Repetition = belief (after 7-12 exposures)
• Availability heuristic: What's repeated seems more common
• Mental availability: Their message becomes top-of-mind default
PROGRESSIVE ADAPTATION OPTIONS
IMPLEMENTATION CHECKLIST
• Write your core message in 7 words or less
• Create 20 ways to say the same thing
• Post when you're bored (that's when it's working)
• Track message recall, not just engagement
THE ETHICS CHECK
Use These: Visual consistency ✅ | Emotional resonance ✅ | Simple messaging ✅ | Urgency without panic ✅
Never These: Fear without facts ❌ | Misleading data ❌ | Psychological harm ❌ | Dehumanization ❌
The line: You can use their tactics without their lies. Hope mobilizes as effectively as fear when deployed consistently.
YOUR 48-HOUR ACTION PLAN
Hour 1-2: The Audit
• Screenshot your last 20 posts as thumbnails
• Can you identify your brand from 3 feet away?
• Count: How many different templates did you use?
Hour 3-6: The Template
• Design ONE format you could use 50 times
• Include: Color system, font hierarchy, element placement
• Test it: Would your nan understand it in 2 seconds?
Hour 7-24: The Content Bank
• Write 10 variations of your core message
• Create 5 posts using ONLY your template
• Schedule them (resist the urge to "improve")
Hour 25-48: The Test
• Post consistently using only your template
• Track: Engagement, shares, and (crucially) message recall
• Survey: Ask 5 people what your organization stands for
PRACTICAL TOOLKIT
Platform-Specific Templates:
• Carousel "Case Files" but for victories
• Story highlights as "Evidence Folders"
• Reels with consistent opening hook
• Same opening 3 seconds every video
• Recurring character/persona
• Series format: "Day X of holding them accountable"
• Weekly "Professional Reality Check"
• Data visualization in corporate blues
• "What business can teach activism" series
The Simplicity Test:
• Don't say: "Systematic institutional failures requiring comprehensive reform"
• Do say: "They broke it. We'll fix it. Here's how."
• Don't say: "Multi-stakeholder engagement initiatives"
• Do say: "Everyone helps. Everyone wins."
This Week: Create your template. Use it 10 times. Don't deviate.
Next Week: Measure what worked. Double down on winners.
The Goal: By month's end, someone should recognize your posts before reading your name.
Remember: You're not competing with their morals. You're competing with their methods. And their methods are crushing you.