As the 2025 Federal Election approaches, political leaders in Australia are increasingly turning to TikTok to connect with voters. Opposition Leader Peter Dutton boasts a larger following on his account compared to Prime Minister Anthony Albanese, yet according to expert Dr Susan Grantham from Griffith University, Albanese is currently excelling on the platform.
Both leaders established their TikTok profiles independent of their respective political parties late last year and have begun to utilise the platform as part of their campaign strategies. Grantham notes that the presence of politicians on TikTok is unsurprising, especially given that nearly half of Australians use social media for news—an even higher figure for Gen Z.
Short-form video content on platforms like TikTok has gained popularity, making it an effective medium for political campaigning. Grantham highlights a trend where prominent politicians, such as former US Vice President Kamala Harris, achieved significant engagement through TikTok during the 2024 US Presidential Election. Similarly, Queensland’s Opposition Leader, Steven Miles, experienced electoral benefits after a robust TikTok campaign.
Despite this potential, neither Dutton’s nor Albanese’s party secured electoral victories recently, sparking discussions about TikTok’s effectiveness in actually influencing results. However, both leaders are preparing to engage an electorate where millennials and Gen Z will soon outnumber baby boomers.
Currently, Dutton has approximately 29,000 followers and 383,000 likes across 16 posts, while Albanese has around 23,000 followers and 269,000 likes spread over 42 videos. Albanese’s content appears to resonate well with TikTok users; the Prime Minister’s informal, relatable style fits the platform’s ethos, drawing positive engagement through casual videos.
Conversely, Dutton maintains a more traditional political image, which, while not as engaging on a platform focused on authenticity and relatability, plays to his strength as a longstanding politician. Grantham believes this approach—staying true to his established persona—will serve Dutton well.
She emphasizes that authenticity in political branding requires maintaining a consistent public image while engaging with the audience. This means that both figures must adopt different strategies on social media to align with their personal brands. Albanese captures a broader appeal with his “everyday Australian” image, a strategy which proved successful in the 2022 elections.
Despite posting fewer videos, Dutton still garners high view counts and more likes than his counterpart, displaying that audience engagement varies significantly across different personalities. Grantham notes that negative comments on his posts, while potentially discouraging, still qualify as engagement, keeping the conversation around him active.
As both leaders continue to integrate TikTok into their campaign strategies ahead of the election, Grantham anticipates a greater presence on the platform. The necessity of engaging a diverse voter base through social media channels is clear, though the ultimate effectiveness in winning elections remains to be seen.