Politicians are going viral with Gen Z. But is anyone actually changing their vote?

Key points

• Prime Minister Anthony Albanese has appeared in a comedy video for online duo Swag On The Beat, joking that he would reinstate his HECS debt if a boyfriend hurt his daughter. Griffith University communication expert Dr Susan Grantham says such projects help politicians appear authentic and reach people they would otherwise miss.
• A study she led of 564 political creator posts before the 2025 federal election found creators shared four times more election content than regular media.
• Focus group participants did not say these posts changed how they voted.