Social Media Influencers: Revolutionizing Political Campaigns
In a world where young people are increasingly turning to social media influencers and commentators for their news, politicians are facing a crucial ultimatum: adapt or be left behind in the shadows of irrelevance.
The Power of Influence in Politics
Hannah Ferguson, CEO of Cheek Media and host of the popular podcast Big Small Talk, highlights a significant misstep by the federal Liberals. By largely ignoring influencers, they missed an opportunity to connect with a vital demographic—female voters. Ferguson’s channel reached an impressive four million individuals during the election campaign, emphasizing the potential reach that political parties are relinquishing when dismissing this communication avenue.
Ferguson argues that traditional media conglomerates, like News Corp, have weaponized the term "influencer" in a bid to undermine progressive young women as part of a wider cultural attack.
A Misguided Narrative
"The agenda is clear," Ferguson asserted during her address at the National Press Club. "To undermine our intelligence, to paint us as untrustworthy, and to conflate us with green juice and discount codes."
This misrepresentation is more than mere rhetoric; it perpetuates a deeply misogynistic narrative aimed at delegitimizing female influencers and podcasters. Ferguson emphasizes that being labeled as an influencer is intended to inflict reputational damage, discouraging women who have cultivated effective communication with audiences traditional media cannot reach.
The Disconnect in Political Engagement
While Prime Minister Anthony Albanese adeptly used podcasts to humanize himself, his counterpart, former opposition leader Peter Dutton, demonstrated a significant oversight by refusing to engage with platforms led by women. Ferguson critiques this avoidance as a monumental error: “It was one small, yet huge, decision in a series of reckless refusals to communicate with the voter base that would eventually end his political career.”
This disconnect reverberates throughout the political landscape, illustrating the urgent need for newer communication strategies.
The Shift in Media Dynamics
Endorsements on social media require complete transparency, Ferguson explains. She has notably turned down payments from political parties, emphasizing the need for integrity in endorsements.
Interestingly, the year 2025 marked a historic moment when influencers were invited to the federal budget lockup at Parliament House for the first time. This move marked a significant step toward embracing modern media’s role in politics. Finance Minister Katy Gallagher stated, “It’s clear that new media are going to feature in politics… and they have a legitimate place at the table.”
What the People Really Want
Ferguson agrees, noting that her audience is less fixated on the intricate details of a budget that traditional media typically underscore. Instead, they are hungry for digestible information and want to know what these policies mean for them personally.
Conclusion: The Future of Political Engagement
As social media influencers reshape the political landscape, there’s a sense that the future of political engagement lies in authentic, relatable dialogue. Politicians must no longer dismiss the power of influencers; they must embrace this evolution in communication to resonate with modern voters.
Reflecting on these trends, it becomes increasingly clear that adapting to the new media landscape is not merely an option but a necessity for political relevance and effectiveness. The days of dismissing influencers are gone—it’s time for politicians to tune in.
