Reform UK is building a highly strategic, grassroots-based organisation to establish itself as a more mainstream political force, while trying to distance itself from its past associations with far-right figures. The party’s ambition is to grow from 4 million to 9 million votes at the next general election and get a similar number of parliamentary seats as the Tories. They’re aiming to consolidate a broad base of support, targeting voters that are dissatisfied and disillusioned with the main political parties, particularly those who might lean toward the Conservatives or Labour.
Digital party model
Farage was inspired by the Italian far-right party Five Star to use social media as a new form of communication and build a far-right populist party. This started with the Brexit Party for the 2019 election and carried over to Reform UK.
Long term strategy
Farage’s long term strategy is to create a far-right alternative to the Labour Party, either with Reform UK replacing the Tories so the Tories become irrelevant, or with Reform and the Tories merging to form a new far-right party. Farage clearly wants to be the leader of these parties and prime minister. Farage is an effective campaigner, but not good at the practicalities of running a political party or a government so it’s doubtful he would be an effective prime minister. But he could easily be replaced by someone more competent. Make no mistake – Reform poses a serious threat.
Reform electoral strategy in this parliament (2024-2028/9)
1. Broadening Reform UK’s appeal
The party’s attempt to shake off a far-right reputation, particularly through figures like Nigel Farage distancing themselves from individuals such as Tommy Robinson, indicates a strategic move to reframe their identity. Farage’s efforts to appeal to swing voters and defectors from the main parties shows a calculated effort to reach beyond the more extreme elements of their base.
2. Weaken and divide the UK for political gain
Farage and Reform UK will do better politically the more that voters are struggling economically, struggle to access public services and the more negatively they feel about British society.
- 2024 riots – Farage is seen by many voters as fuelling the riots that increased division in the UK.
- In the Autumn of 2024 Farage was trying to sow disagreement between the US and the UK over the Chagas Islands dispute to damage economic relations between the countries and damage the UK economy.
3. Build up local party branches and contest local and regional elections
Reform UK has been attempting to expand its influence, including setting up local branches and focusing on local elections, mayoral races and regional elections in Wales and Scotland. This strategy, inspired by Paddy Ashdown’s approach to the Liberal Democrats, is designed to build a strong local presence to help in parliamentary contests. Reform has created over 300 branches, with plans to reach 500. This focus on hyper-local issues could allow them to build credibility and trust, which might help counterbalance the perception that they are a fringe party. The growth of their membership to over 200,000, surpassing the Conservative Party’s own membership, is also a notable sign of their digital strategy and expanding grassroots presence.
4. Councillors – Reform are recruiting Councillors by defection because Reform does not have broad popular support and are struggling to win by-elections, as of March 10 2025 only winning 12 of 212 council by-elections. Reform has over 100 councillors (see live list here), most from defections from other parties, mostly the Tories. In 2024, Farage wrote to all Tory councillors up for election in May 2025 and threatened to take their seats if they don’t defect to Reform.
STOP REFORM UK 