Hannah Ferguson, a 26-year-old co-founder and CEO of Cheek Media Co., along with her podcast co-hosts, believes that the backlash she has encountered is largely due to her being a young woman. Despite managing a platform that reaches over 3 million Australians each month and focusing on educating voters about pertinent issues, she and her colleagues, including finance creator Natasha Etschmann and youth mental health advocate Milly Rose Bannister, have often been dismissed by the media as mere ‘influencers’ or ‘Instagram stars.’
Ferguson expressed her frustration at being trivialised, suggesting that such derogatory language would not be used if the content creators were men. She pointed out that similar male figures, like Mark Bouris, are not labelled as self-absorbed despite actively using social media to engage audiences, highlighting a double standard often reserved for women in the same industry.
In light of the upcoming Federal Election scheduled for May 3, 2025, Ferguson aims to make complex political matters accessible to younger women, who she feels have historically been excluded from political discussions. Through Cheek Media, she addresses issues like the Federal Budget and voting systems in a way that resonates with a younger audience, striving to create a sense of inclusion.
Ferguson has also confirmed that she and other new media attendees, unlike some reports suggest, paid their own way for attending certain events. Her work targets disengaged voters and aims to bridge the gap created by traditional media, with evidence suggesting that not only young women but a broader demographic, including older Australians, are engaging with new media platforms for their news.
As Australian political parties move towards embracing social media campaigning, Ferguson is optimistic about the role of young female creators in reshaping the political landscape. She firmly believes that adapting to these new media avenues is crucial for maintaining relevance among Australian voters, particularly those with lower engagement levels. In Ferguson’s view, this shift marks a significant turning point in Australian media, one that may empower more voices and promote inclusivity in political discourse.