In the upcoming Australian federal election, while online influencers may not directly influence voting patterns, they are likely to significantly impact the narrative of political events and their coverage in the news.
In Australia, a considerable percentage of users on popular platforms like YouTube and TikTok get their news from influencers. These influencers, ranging from politically-engaged professionals to hobbyists, cater predominantly to a younger Australian audience. This trend emphasizes the evolving nature of Australia’s political and media landscape and the growing role of influencers in shaping it.
The 2024 US Presidential Election reinforced the growing significance of social media influencers in electoral politics. Both Donald Trump and Kamala Harris engaged with various online personalities during their campaigns. Given that influencers are a regular news source for one in five Americans and more than a third of those under 30, this strategy was far from unexpected.
So, what role could influencers play in the Australian election?
In comparison to the US, Australia’s political influencer landscape is less developed. However, research indicates that influencers are increasingly influencing how people engage with politics. On Facebook, only 14 percent of users get their news from influencers, but this number rises to 24 percent on YouTube and to an impressive 41 percent on TikTok. Furthermore, 43 percent of YouTube users under 35 rely on influencers for their news.
These influencers generally fall into three overlapping categories: The Professionals, The Politically Affiliated, and The Amateurs.
The Professionals, like former Deputy Prime Minister John Anderson, and Avi Yemini, engage in politics full-time, primarily through platforms like podcasts and YouTube. They have substantial followings, with Anderson’s YouTube channel boasting more than 700,000 subscribers.
The Politically Affiliated category includes professionals with broader interests, such as comedy, who also engage with politics. These influencers often have larger audiences due to their wider appeal.
The Amateur influencers typically have smaller audiences and influence part-time or in informal settings. They often lack access to professional broadcasting equipment and are increasingly embracing TikTok for its user-friendly tools for amateur creators.
While these amateur influencers are gaining attention, their impact is more evident in the growing importance of influencer platforms as a whole. Interestingly, professional and affiliated influencers are matching the audiences of traditional news media on YouTube, the most popular platform for news in Australia.
Despite their growing audiences, it’s unlikely that Australian political influencers will replace traditional media in online spaces. They are, however, integral components of what researchers refer to as the “Hybrid Media System”. In this system, politics, old media, and new media are increasingly interdependent.
In this system, influencers play a mediating role, interpreting and directing political news. Their audiences trust their ability to decide what is newsworthy, a practice known as “newsgathering”, and to provide a reliable or at least entertaining interpretation of current events.
The success of these influencers in amassing large audiences has been facilitated by new media. However, the successful migration of traditional media companies into the same spaces has also been instrumental.
In conclusion, while the influence of online influencers in Australian electoral politics is often exaggerated, they already play a significant role in shaping the country’s political landscape. Despite some setbacks, influencers have already made their mark on politics in Australia. While their direct influence on voters remains to be seen, they undoubtedly steer public debate.
