PM posts comedy videos for Gen Z but studies show they don't change votes
Prime Minister Albanese starred in a comedy sketch for young voters. Research found it boosted engagement but not actual votes.
Albanese appeared in a video for internet duo Swag On The Beat. Albanese played an overprotective father joking about bringing back HECS debt.
About 48 per cent of Australians aged 18 to 24 get news from TikTok. Creators share election content four times more often than traditional media outlets.
A Griffith University study looked at 564 political creator posts. In focus groups, nobody would say the content changed how they voted.
The content may encourage young people to engage with politics. But whether it actually changes votes remains unclear.
- 48 percent of 18-24 year-olds
- Young TikTok news consumers
- 564
- Political posts studied
- 4 times more than traditional media
- Creator content advantage
- 73 percent of youth
- Want government social updates
Why it mattersAs politicians spend money on viral content, voters need to know if it works. Does this entertainment-style political communication actually influence election results? Or does it just boost engagement numbers?
AustraliaAustralian politicians are increasingly using social media creators to reach youth, which may reshape how campaigns target and communicate with younger voters.
Corroborated by7news.com.au
Open this story in InSnip →
