While Opposition Leader Peter Dutton boasts a larger following on his personal TikTok account, Prime Minister Anthony Albanese is proving to be more successful on the platform as the 2025 Federal Election approaches, according to experts.
Both leaders established their own TikTok accounts, separate from the Australian Labor Party and the Liberal Party of Australia, late last year, and have begun their campaign efforts on this popular social media platform.
Dr. Susan Grantham, a public relations scholar from Griffith University specializing in social media and politics, noted that the presence of political leaders on TikTok should not surprise anyone.
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The Digital News Report: Australia 2024 indicates that nearly half of Australians use social media to access news, with almost two-thirds of Gen Z relying on these platforms as their primary source of information.
Short-form video news consumption is rising in popularity, particularly on platforms like TikTok and Reels, making them significant campaign tools for politicians.
For example, former Vice President Kamala Harris experienced substantial engagement on TikTok during the 2024 US Presidential Election campaign.
In Australia, Queensland’s Opposition Leader Steven Miles saw an increase in seats won during the 2024 State General Election after heavily utilizing TikTok for his campaign.
While neither party secured victory in their respective elections, the impact of TikTok as a campaign platform is undeniable, raising questions about its effectiveness in influencing voter behavior.
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Despite not winning their recent elections, the influence of TikTok as a campaign tool remains evident.
This year marks the first federal election where Gen Z and Millennials will outnumber Baby Boomers.
So, who is better at utilizing TikTok, Albanese or Dutton?
Dr. Grantham stated, “If you had asked me this a month ago, I would have said Dutton. However, Albanese has been pushing hard with a variety of videos that are gaining traction. Albanese is definitely performing exceptionally well on TikTok.”
As of this writing, Albanese has approximately 23,000 followers and 269,000 likes across 42 videos, while Dutton has around 29,000 followers and 383,000 likes across only 16 videos.
Albanese, operating under the handle @albomp, embodies the ‘Australian everyman’ vibe that resonates well on the app, favored by its algorithm.
He adeptly engages with social media trends and lighthearted content, producing handheld selfie-style videos that feel genuine and relatable.
On the contrary, Dutton has cultivated a more traditional and formal public image throughout his political career, which is reflected in his TikTok posts under the handle @peter.duttonmp.
Although his persona may not align as closely with TikTok’s playful nature, Dutton has chosen to remain true to his established image, a strategy that Grantham believes will benefit him.
Dr. Grantham elaborated, “When we discuss political authenticity, we refer not only to the social media trends but also to a politician’s need to present an authentic image that aligns with their public persona. This concept is what I call the ‘political authentic self’.”
Politicians must navigate the fine line between relatability and respectability while maintaining their established public image on social media.
Consequently, Albanese and Dutton adopt different strategies for TikTok, as their definitions of ‘authenticity’ significantly differ.
According to Grantham, “Peter Dutton has a specific personality shaped by his long tenure in politics, leading us to expect him to act in a particular manner. Albanese, on the other hand, projects an ‘everyday Australian’ approach, a style that resonated well in the 2022 Election and continues to shine through on TikTok.”
Although Albanese’s ‘political authentic self’ aligns more closely with TikTok’s emphasis on relatability, Dutton is also finding success on the platform.
Despite posting fewer videos, he has garnered more followers and likes than Albanese, consistently attracting high view counts.
Even though some of Dutton’s videos have garnered negative feedback, Grantham asserts that this is not detrimental; negative engagement still counts as engagement.
As both Albanese and Dutton integrate TikTok into their strategies for the upcoming 2025 Federal Election, Grantham predicts an increase in their visibility on the app leading up to the polls.
“Various age groups are utilizing TikTok for political engagement, making it essential for leaders to be present on this platform,” Grantham remarked. “Whether this presence is enough to secure an election victory remains to be seen.”
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