Anthony Albanese uses social media to reach young Australian voters

Australian Prime Minister Anthony Albanese has begun collaborating with internet creators to connect with younger demographics. In a recent comedy video for the duo Swag On The Beat, Albanese played an overprotective father, jokingly threatening to reinstate HECS debt if a boyfriend broke his daughter's heart.

Communication experts note that such engagement helps politicians build an image of authenticity and reach audiences that traditional media may miss. Data from the University of Canberra indicates that 48 per cent of Australians aged 18 to 24 consume news on TikTok, while 43 per cent of all Australian news consumers get information from creators and influencers.

A study titled ‘Democracy In Our Feeds’ examined 564 political creator posts ahead of the 2025 federal election, finding that creators shared four times more election and leadership content than traditional media. However, research led by Dr. Susan Grantham suggests these interactions may encourage engagement with political topics rather than directly changing how individuals vote.