How Brexit party won Euro elections on social media – simple, negative messages to older voters

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Analysis highlights key to success of Farage party and identifies dozens of pro-Brexit bot accounts

The Brexit party used simple messaging, an active social media presence and a “overwhelmingly negative” attack to win the online battle before the European elections, according to a new analysis of the campaign.

Nigel Farage’s party accounted for 51% of all shared content on Facebook and Twitter during the campaign, despite only producing 13% of the content. The analysis, by the 89up digital agency, said the “scale of their success went beyond what we were expecting”.

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