Conservative MPs have been offered seminars on how to use Instagram, the picture-sharing app more usually associated with animals and brunches, following
criticism of their social media strategy.
Party chairman Brandon Lewis lately arranged a train seminar for MPs on setting up an report and “creating effective content”.
As more MPs sign up to use it, we followed as many as we could find to understand what it could tell us about how they are communicating with voters.
It’s still national minorities concern among legislators, relatively speaking. About 90% of MPs have Twitter profiles and the great majority have Facebook pages, but exclusively about a third usage Instagram.
Of those who are on Instagram, the accounts are not always updated regularly and tend to have far fewer partisans than on Twitter or Facebook.
Image copyright Gordon Marsden/ James Duddridge/ Instagram Image caption Even MPs with Instagram histories are not always active useds
Jeremy Corbyn has 149,000 partisans on Instagram compared to 1.7 m on Twitter and 1.4 m on Facebook.
Theresa May has 29,600 Instagram admirers compared to 457,000 on Twitter and 548,00 on Facebook.
2. It’s a comparatively friendly place
The viciousness of Twitter and Facebook is well-documented.
A survey for BBC Radio 5live found at least 50 MPs had been subject to abuse during the course of its 2017 electoral campaign, including “co-ordinated Facebook attacks”.
A recent report by the Committee on Standard in Public Life included the finding that “no female MP who was active on Twitter has been free from online intimidation”.
But Instagram seems, at the least for now, to conform to a different pattern.
To take one post at random – the Conservative MP John Lamont lately posted a picture of himself training for a marathon, which on Instagram has garnered 64 “likes” and polite questions about which benevolence he is fundraising for.
On Twitter, the same photo have recently 11 likes and underneath someone has noted: “Would you not be better getting something done for Scottish Borders instead of preoccupying over a vicious race.”
One Conservative aide announces MPs find the scaffold “more wholesome”, contributing “comments aren’t inevitably a big part of Insta so it doesn’t attract the same abuse and tone-deaf, campaign-y tweets which Twitter enables”.
3. MPs can “be themselves”
On a related note, Instagram is impressing for being less relentlessly political than Twitter or Facebook.
As Marie le Conte, a political writer who has
written about MPs’ use of Instagram, detects: “It’s a bit of an online safe seat where they are unable berth ‘normal people’ stuff and not receive an avalanche of abuse in response.”
This means that you’ll discover photos of Labour’s Andrew Gwynne’s tries for “dry January”, or brand-new executive Mims Davies admitting to according her shoes to her departmental briefcase.
Labour deputy leader Tom Watson tells the BBC: “I’m a recent transformed into Instagram and it’s not political – I follow it for houseplants and art, nutrition and food, fashion, fitness and boxing.”
Of course, how much MPs are telling us accompany their “real” personalities and how much they use the pulpit to foster a specific portrait is up for debate.
But this is a friction familiar to anyone who use Instagram , not just MPs.
4. Constituencies rule
Although MPs do share photos of the dark-green terraces and gilded turrets of Westminster, they tend to upright much more from their constituencies.
A shot of a trip-up hazard in Leamington Spa may not sound totally thrilling, while all the pictures of MPs comprising defendant circulars alongside constituency activists can get a little repetitive.
But it’s a road of MPs evidencing voters what they’re up to at a local level while the media may be more focused on their approaching to national issues.
5. So does scenery …
You’re certainly at an advantage, Instagram-wise, if you happen to represent a picturesque constituency.
Just scroll through the timeline of any MP for a seat which is on the coast, or in the rolled country.
You can see the “likes” flood in, with no political content or politician in sight.
6 . … And animals …
For as long as social media has existed, animals have been the wizard of the see – whether it’s grumpy cats or good puppies.
And naturally on Instagram, the pets MPs own or encounter become part of their personal firebrand.
7 . … And food…
While Instagram shares some features with Twitter and Facebook, the furor for posting photographs of meat is perhaps its most distinctive feature.
It’s part of how user create the impression of their lifestyle – often highly stylised and aspirational.
Some MPs are absolutely espoused this.
But for MPs, food photos are much more than only attractive paints. Neighbourhood elegances or cake marketings can be another way to subtly accentuate their attachment to the constituency and particular causes.
8. But it’s not all organic
While Instagram renders a handy implement for MPs hoping to present their human line-up, it doesn’t ever work up that lane.
The timelines of numerous MPs – specially Conservatives – are cluttered with stock graphics provided by party headquarters.
This may look odd if you follow lots of MPs, but is perhaps a sensible act for politicians with busy schedules, who may need easing into a social media platform they are not yet self-confident about.
As well as material immediately by the parties, MPs likewise team up more privately. We discerned these two posts, by Conservative MPs Mims Davies and Sir Peter Bottomley, which seem very similar.
Image copyright Bottomley/ Davies/ Instagram Image caption Images shared by Conservatives Sir Peter Bottomley and Mims Davies
Bottomley’s post was created by Jessica Zbinden-Webster, his assistant, who shared the idea with Davies’ team. “There is an MP-to-MP sharing of digital programme taking place now which there wasn’t a year ago, ” she told the BBC.
There’s nothing incorrect with this of course – MPs, especially from the same defendant, have always collaborated and shared resources.
“The same mind of sharing an MP’s schedule on Instagram ‘Stories’ has been shared as an efficient way of deterring ingredients informed of what their representative goes up to in Westminster, ” remarked Zbinden-Webster.
9. It reaches a different audience
Instagram are set out in September that it had 800 m monthly active customers, up from 700 m million in April, realise it one of the fastest-growing social media platforms.
Twitter has less than half that digit, and has
recently reported a quite modest increase in user amounts.
Twitter likewise performs as a report pulpit, whereas Instagram focuses on the everyday details of people’s lives – and as such it’s a good place to lie in wait for “normal” people who aren’t already political wonks.
As Conservative MP Victoria Prentis places it: “It’s a quick and convenient direction of hiring with a different demographic of constituent.”
10. It can create unlikely stars
The most well known legislator on Instagram is Jeremy Corbyn. That’s perhaps not sudden given his party’s notoriety with younger voters, as well as
people of all ages who use the internet more often.
But the MP with the second largest number of admirers, ahead of Theresa May, is the Conservative backbencher Jacob Rees-Mogg. On Twitter he is only the 18 th most-followed MP.
You might not accompany Instagram with Mr Rees-Mogg’s brand of old-fashioned Conservatism.