Anthony Albanese has outperformed Peter Dutton and Adam Bandt on TikTok during the federal election campaign, achieving twice the engagement and five times the views of his counterparts, according to analysis by marketing firm Fabulate.
“This is an election campaign where the votes of young Australians have mattered like never before,” said chief strategy and product officer at Fabulate, Nathan Powell
“TikTok is a central platform for reaching many of these voters and the numbers clearly show Labor and Albanese were far more effective in utilising the TikTok platform to do it.”
Fabulate assessed the activity on the official TikTok accounts of Albanese, Dutton, and Bandt. It found Albanese’s videos reached a cumulative 4.97 million views, compared with 1.23 million for Dutton and 957,000 for Bandt.
Labor also posted more frequently than its rivals. The volume and reach of content helped Albanese grow his follower count by over 25%, a rate of increase well above that of Dutton.
“TikTok is a platform that is not solely dependent on your follower account to determine how far your videos go,” said Powell.
“What Labor has been excellent at is consistently posting. In fact it posted twice as much content as Dutton and Bandt combined.”
“This is best practice and shows a clear understanding of the platform, with a focus on both quality and quantity and how it surfaces content.”
Among Albanese’s most-viewed videos were those addressing apprenticeships, Medicare and tariffs.
“The TikTok strategy used by Labor has seen them experiment, using a ‘test and learn’ strategy throughout the campaign,” Powell said.
“Taking more shots and having a ‘test and learn’ strategy has helped Labor with more engaging content, built for the TikTok platform. This content has then gone further and reached far more voters, particularly those in the younger demographic.”
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