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From Boomers to Zoomers: how social media shaped the TikTok election

Perspectives
SenateSHJ > Perspectives » From Boomers to Zoomers: how social media shaped the TikTok election

The influence of Millennials has grown significantly over the past few elections, with the 2025 federal election proving to be a watershed moment. For the first time, Millennials and Gen Z together have become a major force in shaping political outcomes, coinciding with their growing demographic size, which now surpasses that of Baby Boomers. This shift also underscores the rising importance of younger voters on social media platforms.

How will parties address this shift in future elections?

Harnessing TikTok’s reach

Coined as the "TikTok election," the 2025 campaign saw the platform become a central battleground. According to marketing firm Fabulate, Albanese outperformed Dutton and Bandt on TikTok, achieving twice the engagement and five times the views of his counterparts. Albanese’s TikTok videos reached 4.97 million views, compared to 1.23 million for Dutton and 957,000 for Bandt.

Labor's success on TikTok can be attributed to their consistent posting strategy, which saw them publish twice as much content as their competitors, and Albanese growing his follower count by over 25% (source: Adnews).

The shift in voter demographics

The 2025 election also highlighted the growing influence of younger generations. According to the 2021 Australian Census, Millennials (aged 25–39) have now surpassed Baby Boomers (aged 55–74) in population size, meaning the younger cohort is now a larger voting bloc. This demographic shift increases the importance of social media, as Millennials and Gen Z are the most engaged online.

Topics that resonate with younger voters

Millennials and Gen Z have become vocal on key issues that have a direct impact on their lives, including the cost-of-living crisis, climate change, and housing affordability. These topics were central to the 2025 election. Social media platforms, where these topics are regularly discussed, are crucial for shaping the narrative and fostering engagement among younger Australians.

The role of influencers and podcasts

Influencers played a crucial role in amplifying key messages during the campaign. "We are witnessing Australia’s first truly social media–led election, where influencers and social-first content are setting the tone of the national conversation," said Ross Candido, Meltwater VP ANZ. “Australians have been highly engaged online, and some of the most impactful voices this election aren’t politicians or journalists, but everyday creators shaping public opinion in real time” (source: SBS News).

Podcast examples include Abbie Chatfield and Ozzy Man, who reached audiences that more traditional media couldn’t. Albanese’s viral “delulu with no solulu” moment (a response to a podcast dare) exemplified how political credibility is increasingly shaped by creator culture, with influencers playing a key role in connecting with younger voters (source: SBS News).

Timing, global events, and campaign organisation

Global events, such as the death of the Pope and Cyclone Alfred, disrupted the 2025 election, but Albanese’s strategic response helped maintain focus on key issues. As discussed at an IABC (International Association of Business Communicators) post-election panel, while these challenges tested Labor, they did not derail their momentum. The panel highlighted the importance of a well-organised, disciplined campaign. Albanese’s ability to connect with voters through social media and maintain his presence across various media outlets ensured his message was heard loud and clear.

What can the election approach teach other organisations?

The 2025 federal election didn’t just redefine political campaigning – it offered a masterclass in digital engagement. For corporates, government agencies and advocacy groups alike, the success of Labor’s social-first strategy highlights the value of consistent, platform-native content, the power of influencers and the importance of tapping into real-time conversations. In a landscape shaped by younger, digitally fluent audiences, organisations that embrace authenticity, agility and relevance on social media are more likely to earn attention – and trust.

This story was shared by

Jon square

Jonathan Cookson

Consultant Melbourne [email protected]

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