From today’s Guardian

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”.

Meanwhile, Change UK, made up of pro-Remain former Labour and Tory MPs, were the losers of the internet campaign. Despite spending more than £100,000 on 1,000 Facebook ads in the week before the vote, Change UK generated 1.1% of all shares on the platform – fewer than any other UK-wide party.