(A break from the norm today as I try to share some perspective on why we’re losing/why populists keep winning. Looking specifically at the focus they place on social media. Labour are the comparative example but it could be most NGO etc.)
On Thursday, Reform UK reached 800,000 people across YouTube, TikTok and Instagram within 24 hours of publishing their ID cards response video.
Labour didn't post on TikTok or Youtube at all.
This reveals something important about speed and influence when it comes to comms.
1. The ID Cards Test Case
Thursday, 3pm: Starmer announces ID cards proposal
What Reform did:
3 hours later: Professional video response posted across 3 major platforms
24 hours later: 800,000+ views across platforms
Message: Simple, fast, direct to audience
What Labour did:
3 hours later: Traditional media rounds
12 hours later: Posts infographic on Instagram
24 hours later: Media coverage includes rebuttals and opponent voices
2. The "TV Studio" That Isn't
Everyone keeps calling Reform's Millbank facility a "TV studio." It's not. It's a social media production facility that happens to let TV broadcasters use their feed.
Why this matters:
TV studio = playing yesterday's game
Social studio = building tomorrow's infrastructure
They're not trying to GET coverage, they're BECOMING the coverage
While we're asking "how do we get on BBC," they're asking "how do we make BBC irrelevant?"
3. The Livestreaming Advantage
Reform livestreams a lot of what they do. Here's what that gets them:
Algorithms push live content to the top of feeds (free reach)
Viewers watch longer than recorded content (attention capture)
Real-time donations and engagement (movement building)
No platform moderation until after broadcast (message control)
This isn't about money. A phone and internet connection is all you need. This is about strategy and resource allocation.
Progressive organisations are structured for a media world that no longer exists. Committee approval, perfect messaging, strategic patience - these are luxuries in a world where the narrative is decided in the first three hours.
Reform isn't winning because they have better ideas. They're winning because they show up first.
1. Deny it's happening Keep sending press releases. Keep losing narrative battles. Keep wondering why populists dominate social media.
2. Study it to death Form a working group. Commission research. Draft a strategy. Implement in Q3 2026. Lose every battle while planning.
3. Act today Set up livestreaming now. Respond to news in hours not days. Build social infrastructure before it's too late.
Speed beats perfection. First beats best. Direct beats mediated.
Reform understand this. They built infrastructure for the world that exists, not the one we wish existed.
Every hour you spend perfecting your message is an hour they're already talking to millions.
The question isn't whether you should adapt. It's whether you'll adapt in time to matter.
This newsletter is produced using AI - specifically Claude’s Opus 4.0 Model.
It is designed to offer insight and spark ideas but not everything will align with your values and strategy - take what works for you and leave the rest.
It may contain errors - if you’re going big on something here then do double check it!
We are always trying to improve the content by adding evidence about narratives and messaging that work.
We also believe strongly that tackling populism in a way which also strengthens democracy and social cohesion requires a willingness to listen to and engage with people who see the world very differently to us.
Rootcause offers a suite of similar subject specific newsletters drawn from a range of new media sources which are personalised for our clients needs. If you’d like to know more then please get in touch.
Feedback is always welcome: [email protected]