The influencer election that wasn't

Get full access to Reuters.com for just $1/week. Subscribe now.

One Essential Read

Recommended by Edson Caldas, Newsletter Editor

Australian politicians' social media efforts fall flat in 2025 election

A supporter of Australia's Prime Minister Anthony Albanese wears sunglasses with the words 'Albo 2025' written on it at a Labor party election night event on the day of the Australian federal election, in Sydney, Australia, May 3, 2025. REUTERS/Hollie Adams

A supporter of Australia's Prime Minister Anthony Albanese at an election night event in Sydney. REUTERS/Hollie Adams

A campaign dominated by podcasts, TikTok and other non-mainstream media was widely credited with US President Donald Trump's election win last year.

But an attempt by Australian politicians to do the same fell flat in 2025, according to publicly available data and an analysis of social media activity conducted exclusively for Reuters.

Read the full article

Sponsors are not involved in the creation of newsletters or other Reuters news content. Advertise in this newsletter or on Reuters' website

Reuters One Essential Read is sent three days a week. Think your friend or colleague should know about us? Forward this newsletter to them. They can also sign up here.

Want to stop receiving this email? Unsubscribe here. To manage which newsletters you're signed up for, click here.

This email includes limited tracking for Reuters to understand whether you've engaged with its contents. For more information on how we process your personal information and your rights, please see our Privacy Statement.

Terms & Conditions