Stop Hiding Behind Graphics
- Jaegar Laird
- Aug 14
- 8 min read
The most common mistake that's stalling your page.
Author: Jaegar Laird, Social Media & Political Consultant
Contact: jaegar@rogueconsultingco.com
LinkedIn: https://www.linkedin.com/in/jaegarlaird/
Note: Rogue Advantage (www.rogueadvantage.com) is a digital political consulting firm based in Atlantic Canada. We’re proud to serve and support the Progressive Conservative Party of Nova Scotia, the Conservative Party of Canada, and related organizations.
Table of Contents
1. People Vote for People. Your face is your most powerful political asset. Learn why seeing you—over and over—builds trust and turns casual followers into supporters.
2. Show Yourself at Work. From handshakes to candid moments, here’s how to capture photos that prove you’re present and active in your community.
3. Short Videos Reach Further. A 20-second clip can reach more voters than a dozen graphics. Discover the quick video formats that outperform static posts every time.
4. Be Human, Not a Studio. Drop the polished campaign ad vibe. Authentic, relatable posts feel real—and that’s what makes people stop scrolling.
5. Use Graphics Sparingly and Smartly. Graphics still have a place, but only if they support your message, not replace it. Here’s how to use them without killing your reach.
6. Make It Easy on Yourself. Social media shouldn’t be a full-time job. Use this checklist to turn one event into multiple days of high-performing content.
7. Understanding the Algorithm and Your Audience. Meta’s algorithm rewards real people and real conversations. Learn how to get in front of voters—even those who don’t follow you yet.
8. Conclusion. At its core, this is about trust. Show up in your content, and you’ll show up in voters’ minds when it matters most.
Introduction
Scroll through most politician’s feeds and you’ll see the same thing: slick graphics announcing events or quoting party talking points. It all looks very professional, but does it make anyone stop? In our work with candidates, we’ve learned that voters don’t respond to slick packaging; they respond to people. They want to see you doing the work, not just a logo.
Facebook remains the largest social platform in the world: nearly 3 billion people use it every month, and about 2 billion log in daily. The audience skews older than other platforms like TikTok; about 51% of Facebook users are between 25 and 44, and usage among people over 45 remains substantial. For Conservative campaigns trying to reach constituents in suburban or rural Canada, Meta platforms like Facebook and Instagram are still where most voters are.
What’s more, the algorithms of these platforms emphasize meaningful interactions—posts that spark conversation, show your face and feel real. If you’re hiding behind graphics, you’re missing the point and missing the people.
People Vote for People
We’ve all heard that politics is personal, and there’s science to back it up. Psychologists describe a phenomenon called the “mere exposure effect”: when we see a person repeatedly, even for a second or two, we start to feel warmer toward them. A Georgia Tech analysis of 1.1 million Instagram photos found that images with human faces received 38 percent more likes and 32 percent more comments than photos without faces. Faces grab our attention and convey emotion in a way text never can.
On Facebook, where the algorithm prioritizes posts from friends and family, showing your face helps your content feel like part of a social circle rather than an ad. If a resident opens your page and sees only your logo, there isn’t as much of a connection built. By posting photos of yourself with constituents, working in the community or even relaxing with your family, you build that familiarity. Over time, those little connections tip undecided voters your way.
Show Yourself at Work
You don’t need a professional photographer to make this happen. Your phone is fine. At each event, task someone on your team (or yourself) with capturing a few basics: a wide shot of the room, a photo of you speaking with a constituent, a handshake with a volunteer, and a candid moment, maybe your team setting up chairs or you checking notes in the car.
These images do more than fill your feed; they signal that you’re active and present. Meta’s own reports show that the algorithm heavily de‑emphasizes posts with links: in early 2025, only 2.7 percent of organic Feed views in the U.S. came from posts that included a link. In other words, when you post an external link (like to a party website, press release, or your own personal page) without a face or a story, almost no one sees it. Photos with you in them are far more likely to appear in feeds, particularly among users who don’t follow you but share your interests.
These personal photos also align with the demographic you’re trying to reach. Business of Apps notes that 84.5 percent of Facebook users access the platform on mobile—so vertical photos and snapshots taken on a smartphone fit naturally into their browsing experience. Don’t worry about perfection; capture moments, then share them across a week rather than all at once.
Short Videos Reach Further
Facebook has invested heavily in video, especially short-form and live formats. The company’s “News Feed FYI” update explained that the algorithm boosts posts that drive conversations and meaningful interactions. That’s why we encourage our clients to record a 20‑second walk‑and‑talk immediately after a meeting or event. Tell viewers what you just did, why it matters, and what’s next. Keep it informal.
Another advantage of video is its reach beyond your existing followers. Meta’s transparency report reveals that more than one-third of U.S. feed views come from “unconnected posts”—content from pages people don’t follow but the algorithm thinks they’ll enjoy. Videos that grab attention in the first few seconds are prime candidates for this distribution. They also help your supporters feel like they’re along for the ride, which is vital when only a minority of constituents will ever meet you in person.
Be Human, Not a Studio
If you’re worried about looking “unprofessional,” let that go. People use Facebook to connect with friends, family, and community. They’re scrolling on their phones, catching up during a coffee break or waiting at the rink. Polished campaign ads can feel out of place in that context.
Authenticity, by contrast, fits right in. Be present and show people the unglamorous parts of the job. These natural videos build trust because they’re hard to fake. Even if you stumble over your words in a selfie video, people appreciate the effort. And for older voters who might not attend rallies but do follow local pages, seeing you regularly helps them feel connected.
Use Graphics Sparingly and Smartly
Graphics still have a role: to share important dates, announce town halls, or highlight key points from a speech. But treat them as supporting actors, not the star of the show. Keep in mind that posts with external links are shown to only a tiny fraction of users.
Whenever possible, share your message in the caption or a video and include any links in the comments or in your bio. If you need a graphic—for example, a flyer for a policy announcement—pair it with a photo of you at a related event. That way, the algorithm still sees a face, and viewers are reminded of the human behind the message.
Make It Easy on Yourself
Showing up in your own content shouldn’t add hours to your day. Build it into your routine. At every event, assign someone the role of “grab the shot.” Their job is to capture those four or five essential photos and a short video clip. After each meeting, block five minutes to record a quick recap. Make a checklist for staff: wide shot, action shot, handshake shot, candid shot. Then plan your posting schedule so one event fuels multiple days of content.
For example, if you attend a chamber of commerce breakfast on Monday, you could post a group photo that afternoon, a 30‑second recap video on Tuesday, and a story thanking organizers on Wednesday. Also remember that 1.8 billion people use Facebook Groups every month. Sharing in local groups—community boards, parent associations, volunteer networks—gets your content into the feeds of people who haven’t yet liked your page but are active in the community.
Understanding the Algorithm and Your Audience
Facebook’s algorithm isn’t mysterious if you focus on what it rewards: authentic, engaging content that keeps people on the platform and sparks interaction. According to Meta’s own transparency report, half of feed views in early 2025 came from posts shared by friends, groups or followed pages, but 35.7 percent came from recommended posts. That means one in three views is an opportunity to reach someone new. The algorithm deprioritizes public content that fails to inspire reactions, comments or shares; pages that post bland updates see their reach diminish.
By contrast, content that prompts people to tag a friend, leave a comment or react positively will rise in the feed. This aligns perfectly with our strategy: show your face, tell a story, ask a question and invite conversation. The demographics make this worth your time. As noted, 31.2 percent of Facebook users are aged 25–34, 20.4 percent are 35–44 and nearly 26 percent are older than 45. These are people who vote and pay attention to local issues.
Most importantly, people truly live on Facebook unlike other platforms. When there are less pancake breakfasts to attend, community engagement naturally shifts online. When you post a video or share a photo, you’re meeting voters where they are.
Conclusion
At its core, digital campaigning is about showing people who you are and what you’re doing. Facebook is still the best platform to do that for many of the voters we’re trying to reach. When you post photos of yourself in the community, you trigger the psychological pull of faces and build familiarity. When you post live or short videos, you take advantage of Meta’s algorithm, which favours content that sparks conversation and surfaces posts to people who don’t yet follow you. When you avoid link-only posts and pair graphics with human content, you prevent the algorithm from hiding your updates. Most of all, when you share candid moments and behind‑the‑scenes glimpses, you build trust—the currency of politics. Let’s stop hiding behind templates and start showing up.
Our Expertise at Rogue Advantage
These strategies aren’t industry standard for a reason: they take time, skill, and precision. That’s what Rogue Advantage delivers.
Rogue Advantage gives your campaign the digital edge to win. Unlike traditional agencies, we bring private-sector expertise, AI-driven insights, and real-time strategy without the bloated costs.
When it comes to having a digital advantage and winning, the numbers speak for themselves.
15 custom-built political websites launched.
230,000+ engaged voters through precisely targeted ads.
83% of our retained clients won their elections.
What We Offer
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Get in touch with us today.
If your social media strategy ends with a post, you’re leaving votes on the table. We help you win online—before, during, and after election day.
Wade MacCallum, Founder
Email: wade@rogueconsultingco.com
Phone: (902) 401-9775
About Jaegar Laird
Jaegar is passionate about politics, communications, and strategy. He has worked as a Page in the Nova Scotia Legislature and as a Political Assistant to an MLA, gaining firsthand insight into politics and government. He's been a key member of campaign teams where he has implemented digital strategies, crafted targeted ad campaigns, and pushed a winning message. Jaegar studied Economics at Dalhousie University. In his spare time he enjoys photography, and playing guitar, bass, and drums.
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