TikTok has emerged as a critical platform in elections, especially for connecting with younger voters. Data analysis of over 500 posts from key political parties during the federal election period revealed that Labor posted the most content, achieving a strong engagement rate of 10.5%. Although the Greens had fewer posts, they boasted the highest engagement rate at 14.4%. The analysis highlights the importance of both content visibility and strategic presentation in effectively reaching Gen Z voters, who predominantly consume news via social media.
Labor posted the most TikTok content, correlating with high views and a strong 10.5% engagement rate, appealing to younger voters effectively.
The analysis reveals TikTok's dual nature as a space for political discourse and performative engagement, crucial for all parties aiming at Gen Z voters.
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