Authenticity and the performance of ordinariness are increasingly attractive elements of a political candidate’s brand. Social media particularly can be a space to present the “no-filter self” using more casual language, posting images and videos of everyday situations and using emojis or memes – just like the average person would. In terms of authenticity, at election times, being ordinary, approachable and in touch are seen as potential vote-winning attributes. In Canada’s 2025 election, for example, research has found that these strategies were seen as necessary to stop the candidates coming across as out of touch at a time when politicians might seem to be a breed apart. This approach has been particularly effective for populist candidates. These political hopefuls often market themselves as anti-elitist outsiders, in keeping with their claim to be the true representatives of the people. But whether authenticity is a performance or actually the unfiltered self is up for debate. In the Makerfield byelection, the latter appears to be case for Reform UK’s candidate, Robert Kenyon. His appearance on a special edition …