HypeAuditor, an AI-focused analytics firm, released data on the social media profiles of several prominent politicians ahead of the May 21, 2022 federal election.
Overall, Labor Party candidates have significantly outperformed their Liberal counterparts over the past 90 days.
Opposition Leader Anthony Albanese’s Instagram account grew 29.7% during this period. This is compared to Prime Minister Scott Morrison’s growth of just over three percent. That doesn’t tell the whole story, however. Morrison’s Instagram account is over 300,000 while Albanese’s is under 100,000.
Interestingly, neither Albanese nor Morrison were the biggest winners in this tense election race.
For the Labor Party, the candidate with the highest percentage growth was Senator Penny Wong. Wong’s follower count grew by 36.7% over the same period.
The highest-growing Liberal candidate was Federal Treasurer Josh Frydenberg, growing about 7%.
Senator Pauline Hanson of the One Nation party also recorded significant gains of almost 5%. More importantly, however, was his engagement rate. Hanson saw a four percent commitment rate, the highest of any federal candidate by far. Morrison’s engagement rate was a rather low 1% in comparison.
For reference, a good engagement rate on Instagram is between two and three percent. A high engagement rate is above three percent.
Should politicians use Instagram?
Alexander Frolov, CEO and co-founder of HypeAuditor, highlighted the growing need for politicians to be active on Instagram.
“With an increasingly fragmented media landscape, politicians need to be active on Instagram – after all, that’s where the voters are,” Frolov says.
Frolov also encouraged politicians to be careful with their posts in light of Meta’s increased censorship efforts.
“Instagram and its owner Meta are cracking down on the spread of misinformation on its platforms, so it’s vital that content on a politician’s Instagram is legit and well-sourced or it risks being banned,” he said. -he declares.
“But this need for caution should not prevent participation. With over 10 million Australians active on Instagram, politicians who ignore social media do so at their peril.
Do you think this data offers a prediction on the outcome of the federal election? Let us know why — or why not — in the comments.