Albanese's TikTok strategy is more engaging than Dutton's

Opposition Leader Peter Dutton and Prime Minister Anthony Albanese are both using TikTok to campaign ahead of the 2025 Federal Election. While Dutton has more followers on his account, experts say Albanese is currently more successful in engaging users on the platform. Dr. Susan Grantham, a public relations scholar, highlights the rise of social media as a news source, especially among younger Australians. TikTok, in particular, is effective for politicians because it allows for short, engaging videos. Albanese and Dutton each launched their accounts late last year to connect with voters. Albanese, who goes by @albomp on TikTok, has about 23,000 followers and 42 videos. Dutton, on the other hand, has around 29,000 followers but only 16 videos. Grantham believes Albanese is appealing to the TikTok audience with his relatable content and personality. Dutton has a more traditional political image, which shapes his content style on the app. Grantham notes that both leaders must align their TikTok presence with their public persona. Albanese's approach is more casual and aligns well with the TikTok culture, while Dutton stays true to his straight-laced persona. Despite their different approaches, both leaders have been successful in reaching audiences on TikTok. Grantham mentions that engagement, even negative comments, can still benefit their visibility. With Gen Z and Millennials expected to outnumber Baby Boomers in this election, TikTok is becoming an essential campaign tool. As both leaders ramp up their TikTok activities, it remains unclear whether their social media efforts will be enough to win votes. However, their presence on the app is certainly gaining attention ahead of the polls.