How the Tories won the online election: pick a line, ignore the facts and repeat | Alex Hern | Opinion | The Guardian
The internet wasn’t the place for smart campaigning. The Labour party put out slick video after slick video, outspent the Tories on Snapchat and Facebook, and handed Jeremy Corbyn’s Twitter account to someone who understands memes extremely well for the entirety of election day. The Conservatives simply sat down and spent six weeks being wilfully stupid, and it worked. In fact, one of the few changes in strategy we saw in the online election was the Conservatives doubling down on simple and stupid. The opening of the campaign was marked by a “shitposting strategy”, with the Tory party sharing low-effort, banally funny campaign messages in the clear hope that they would get as much distribution from opponents as supporters. But, as the election went on, that approach was dropped in favour of a brutally simple one: pick three lines, whether or not they’re true, and just repeat them, for ever, on every platform, without shame or variation. Invent some Labour policies, make up a price-tag for them, and tweet it out as the cost of Labour. Make up a taxation strategy to pay for it, and tweet that out as the party’s tax bombshell. Endlessly, humourlessly, robotically come back to “get Brexit done”. There are lessons here for other political parties, but they aren’t pretty.
(tags: uk politics shitposting brexit labour tories)