The far-right’s online dominance is not an accident. It stems from savvy, adaptive tactics that exploit platform algorithms, human psychology, and cultural voids, turning fringe ideas into mainstream forces. While the left should never mimic their toxic elements like hate and disinformation, there is immense value in borrowing their structural and strategic tools to counter far-right gains.

Drawing from recent analyses, the key is ethical adaptation: using their methods to focus on hope, facts, and inclusivity, creating “alt-left pipelines” that radicalise people toward justice, not division.

Here are five transferable lessons for a progressive counter-strategy.

1. Build a Multi-Voice “Roster” for Narrative Dominance (The WWF Model)

The Right’s Method: They succeed with a diverse “ecosystem of creators“—intellectuals, meme-makers, and podcasters—who cross-promote and create social immersion. This “multiplicity of voices” normalises extremism, turning a single opinion into a perceived chorus.

The Left’s Deployment: Create a “Red-Green roster” of 20-50 voices (eco-activists, union organisers, TikTok storytellers) focused on core issues like inequality and climate. Use X Spaces for collaborative “story arcs” and fund collaborations through platforms like Patreon to foster community. The goal is viral, relatable formats that explain complex issues simply, like “why your rent doubled.”

2. Craft Gradual “Pipelines” for Positive Radicalisation

The Right’s Method: Their infamous “alt-right pipeline” hooks users with benign frustrations (e.g., “woke overreach”) then uses algorithms to pull them into echo chambers. This process of self-radicalisation happens without overt pushes.

The Left’s Deployment: Design an “alt-left pipeline” that starts with empowering content, like TikToks on “union wins” or stories of community success. This can funnel users to deeper dives on podcasts or documentaries about systemic issues. Ethically used AI tools could even offer personalised recommendations that target disillusioned centrists with messages of hope, addressing alienation head-on.

3. Weaponise Memes, Humour, and Emotional Storytelling

The Right’s Method: Irony, memes, and “outrage farming” create addictive engagement that polarises audiences and evades content moderation. They tap into real anger but channel it with simplistic, divisive narratives.

The Left’s Deployment: Flood platforms with joyful, subversive memes (“Billionaires vs. Your Rent” cartoons) and powerful, emotional stories, like videos of successful worker strikes. Use social media for provocative but substantive threads that expose hypocrisy. Focus on a “politics of substance” by creating new cultural symbols of solidarity, like remixing old union anthems for a modern audience.

4. Invest in Local Organising and Power-Building Networks

The Right’s Method: Online tactics are merely the recruitment arm for their offline infrastructure. They channel digital anger into real-world rallies and loyalty, building power from the ground up.

The Left’s Deployment: Mirror this by linking online campaigns directly to local action. Use platforms like Discord for one-on-one recruitment based on what matters to people in their communities. Channel energy into sustained wins, like establishing tenants’ unions or mutual aid groups, rather than chasing fleeting viral moments.

5. Play the Long Game of Institutional Capture and Patience

The Right’s Method: They understand that short-term wins like elections are secondary to long-term cultural entrenchment. They play the “long game,” infiltrating institutions like local school boards and media outlets over decades.

The Left’s Deployment: Shift from reactive online debates to proactive, institution-building. This means creating progressive media co-ops, getting involved in local governance, and controlling the narrative with preemptive framing (e.g., “Before you ask about taxes, here’s how billionaires dodge them”). As mainstream platforms become more toxic, this also means scaling safely on decentralised alternatives like Bluesky or Mastodon.

Ethical Guardrails and Risks

Any adaptation of these methods must prioritise anti-hate safeguards and robust fact-checking to avoid the pitfalls of disinformation. The goal is to turn the right’s tactics of scarcity and division into a new strategy of abundance and solidarity. The left’s greatest advantage is substance; these tools can help make that substance go viral.