Legacy media does reach a lower proportion of the population than ever before. It’s a point often made, albeit often also exaggerated. Some 70% of 18-29 year-olds still watch free-to-air TV, compared with 90% of people over the age of 50.
So how do electoral campaigns reach that other 30%? Instagram reels and TikToks provide an open audience for whoever can grab people’s attention.
This election, the ALP has been running a partly bizarre, partly hilarious social media campaign on TikTok and Instagram seeking to do just that.
The campaign consists of short videos, maybe five to 15 seconds each. Instagram and TikTok users scroll through an endless feed of videos, one at a time. You can easily “like” a video or send one to your friends, and whichever is getting the most attention from users in this way gets boosted up the rankings for other viewers.
These platforms are essentially a contest for views. The greater the viewership, the better the account’s prospects, whether the goal is to sell advertising or impact people’s political sentiments.
This campaign, the ALP’s social media team has cracked the code. For instance, a simple diagram titled, “ranking baldies” lists Peter Dutton last behind J.K. Simmons, Vin Diesel, Homer Simpson, The Rock and even Dr. Evil. It’s been viewed 1.8 million times.
A CGI Dutton head called “Dutto la Cutto” holds scissors and tries to chop up a giant squid called “Medicari Calamari”. Afterwards it says “Directed by Michael Bay” then “authorised by P. Erikson, ALP Canberra”. Viewed 334,000 times.
Another shows an iPhone text exchange: “I love you”. “I love you too.” “More than Medicare?” “Babe, know your limits”, followed by Albanese holding up a Medicare card over a soundtrack of “Baby, when we touch…”
Another reel: clips of Albanese at a press conference saying he is “pro-Vegemite, anti-Marmite”, played over a drum-and-bass remix of Land Down Under. Viewed 1.1 million times is a map of Australia with a caption, “Why are you afraid to visit Australia?” Little logos of crocodiles, sharks and spiders start popping up, then mini-Dutton heads.
The account for WA Labor pushes the boundaries. One clip shows a still of Peter Dutton at a podium flanked by Angus Taylor and Michaela Cash. The caption says, “nightmare blunt rotation,” with a Dr Dre beat playing. It’s been viewed 230,000 times. Another has MF Doom’s “One Beer” over two Godzillas enjoying a beer, thanks to Labor’s changes to Good Friday pub rules.
Like the others, it ends with “Authorised by P. Erikson, ALP Canberra.” Top-voted comment? “P. Erikson will authorise anything.”
The ALP channels are certainly getting more traction than the LNP channel @liberalaus. Most of their clips have been stuck below the 10,000 views mark, although they did have a 400k view hit with clips of Albanese pretending to be a fan of the Hawks, or was it the Swans, or maybe the Magpies?
Younger voters already lean toward the ALP. Will the reels translate to success at the polls?
Sign Up To Our Free Newsletter