Federal election campaign highlights business risks for brands
New forms of communication are bringing unprecedented reputational risks. The same mechanisms that amplify authentic voices can also spread undetectable misinformation.
Through the lens of the current social media-driven federal election, Ross Candido, vice president at Meltwater, looks at how brands can battle misinformation, and take control of their own narrative.
2025 marks a pivotal moment in Australian political and media history: the nation’s first truly social media-driven election.
For the first time, Millennials and Gen Z voters outnumber Baby Boomers, prompting a major shift in how politicians engage with the public. Campaigning is no longer confined to press conferences or nightly news bulletins. Today’s political messaging is being delivered via Tiktok, Instagram Reels, and podcasts – amplified by influencers, memes, and algorithms.
Recent insights from Meltwater’s 2025Election Centre reveal the scale of this transformation. Political conversation, particularly around cost-of-living pressures and energy policy, have exploded across social media, with engagement levels now outpacing those of traditional media. But it’s not just the volume of content that has changed – it’s the shift in who shapes it.
