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