Comedy skits, podcast gaffes and Anthony Albanese’s social media strategy

From campaign to entertainment

Labor won the 2025 election in a landslide, a result many linked partly to a social media campaign focused on influencers. Albanese appeared with Abbie Chatfield, the Betoota Advocate and YouTuber Ozzy Man Reviews, whose channel has more than six million subscribers.

In his second term, Albanese has moved further into entertainment formats. In a skit with comedy and podcast duo Swag on the Beat, he plays a threatening father who says he will reinstate a young man’s HECS debt if he breaks his daughter’s heart. The creators have three million followers across their platforms.

Earlier outreach largely introduced Albanese to new audiences and conveyed policy. More recently, he has taken a more active role in comedy and informal content.

Reach brings mixed reactions

The 40-second Swag on the Beat video has already prompted spin-off versions. Some drew attention to housing affordability and government inaction, rather than praising Albanese’s performance. Podcast appearances have also led to controversy. On Bush Deep in July, a game involving Kylie Minogue and discussion of the Japanese prime minister and a gift of melons drew extended criticism and an apology from Albanese.

In February, Albanese appeared on the Karl Stefanovic Show, which attracts a mostly conservative audience. Its live comments included criticism of Albanese and support for One Nation, illustrating that exposure to a new audience does not necessarily produce approval.

Creators shape political news

One account in the article describes creators as being at the “culture front lines,” saying they can shape what is on people’s minds. Another view is that creators make politics more accessible, while increasing the need for audiences to think critically.