How digital strategy helped shape Reform's breakthrough

The 2025 UK local elections will be remembered not just for their surprising (or not so surprising) outcomes, but for the digital playbook that helped reshape the political landscape. One of the biggest winners was Reform, a party once seen on the fringes, suddenly bursting into the national spotlight with more than 600 council seats, two mayoralties, and a parliamentary by-election victory.

This success wasn’t simply about catchy slogans or a few good media moments. It was the result of sharp, disciplined digital thinking, and there are lessons here for anyone navigating today’s fast-changing communication space.

Reform grasped something many of its competitors missed: you win by knowing exactly who you are speaking to. They didn’t blast out vague national messages. Instead, they honed in on local concerns, particularly in the Midlands and the North, where cuts to winter fuel payments, economic pressures, and growing frustration with Westminster hit hardest. Through targeted digital campaigns, they delivered messages that spoke directly to the daily worries and priorities of local communities, going far beyond what a national media campaign could achieve.

Equally important was how they used social media to reshape the image of their leadership. Nigel Farage, long known for his confrontational style, was presented in videos and social content as a steadier, more statesmanlike figure. His team understood the value of direct, personal storytelling, particularly on platforms like TikTok and Instagram, where voters respond to what feels raw and real. The content they produced wasn’t just pumped out. It was shared, commented on, and debated, rippling across digital spaces in ways no ad budget alone could guarantee.

Reform also succeeded by bypassing the traditional media altogether. They leaned into alternative media networks, building an echo chamber that allowed them to set and control their own narrative. In an age where many voters are deeply sceptical of mainstream media, this gave them a clear advantage and helped them reach audiences that other parties struggled to connect with.

Perhaps most importantly, they didn’t just use digital tools to talk. They used them to act. Their online networks weren’t passive followers but active participants, turning online energy into votes and on-the-ground organisation. Reform’s digital infrastructure helped transform frustration into real-world results, winning over communities that had long been neglected by the political mainstream.

For anyone watching these results, one thing is clear: success today doesn’t belong to those who shout the loudest or spend the most. It belongs to those who understand the power of precision, who know who matters, what they care about, and how to reach them with speed, clarity, and relevance.

Stuart Graham is Chief Executive of Millbank, and a former senior digital adviser to past British Prime Ministers, most recently serving as photographer to Rishi Sunak.