Parties share honours in the election social media battle

Regardless of who comes out a winner the Federal election, both the major parties can claim small victories in the social media space.

Social analytics service SEMrush looked at the most popular posts by the parties’ respective leaders over the past 90 days up to the election and found each social media platform had its own winner.

For the government, Scott Morrison was the king of Instagram taking out the top ten posts of the campaign. His birthday post with a Cronulla Sharks cake last Tuesday had the greatest engagement among Australian consumers, with 5,145 liking it.

Morrison dominated Instagram, taking out the top ten most-engaged posts on topics ranging from his response to the Christchurch terrorist attacks (5,377 likes) through to his daughter’s school concert with 4,740 likes.

Bill Shorten’s best performing Instagram post, featuring him with an assistance dog, gained 3,367 likes, well behind Morrison’s reach but dwarfing Liberal treasurer Josh Frydenberg’s best effort of 630.

Twitter was kinder to Bill Shorten with the Labor leader taking six out of the top ten most engaging tweets, taking the top two spots with his response to the Daily Telegraph’s front page splash about his mother and his space invaders tweet.

Along with Shorten, his Labor colleague Chris Bowen also made the top ten twice with tweets about the Liberal’s party’s election advertising and wages policies. While the Prime Minister had two spots with the Christchurch and Indian terrorist attacks. Terrorism also paid for Pauline Hanson on Twitter with her tweet on the Sri Lankan atrocity that saw her take fifth place.

Facebook was fertile ground for Pauline Hanson who dominated engagement on the platform, taking the top 11 posts with her appendix operation on April 3 leading the table with 56,089 likes.

Hanson’s videos about her treatment by David Koch and Derryn Hinch on Sunrise also proved popular, attracting 44,582 and 38,573 reactions.

Bill Shorten was the only other politician who came close to Hanson on Facebook, attracting 18,713 reactions to his ‘Fair Go’ post from Moonee Ponds which put him in 12th place.
The full list from SEMrush.


1. Pauline Hanson Total eng 56,089
2.  Pauline Hanson Total eng 44,582 – video
3.  Pauline Hanson Total eng 38,573 – TV appearance
4.  Pauline Hanson Total eng 33,120
5. Pauline Hanson Total eng 30,233
6. Pauline Hanson Total eng 24,945 video
7. Pauline Hanson Total eng 23,244 news
8.  Pauline Hanson Total eng 22,374 – video
9.  Pauline Hanson Total eng 19,854 – video
10.  Pauline Hanson Total eng 19,737
11.  Pauline Hanson Total eng 19,105 – video
12. Bill Shorten Total eng 18,713
13.  Pauline Hanson Total eng 17,300 – video


1. Bill Shorten 9,797
2. Bill Shorten 8,574
3. Chris Bowen 6,850
4. Bill Shorten 6,679
5. Pauline Hanson 6,364
6. Bill Shorten 6,120
7. Scott Morrison 5,976
8. Chris Bowen 5,763
9. Scott Morrison 5,719
10. Bill Shorten 5,652


(only between Bill Shorten, Josh Frydenberg and Scott Morrison as the others didn’t have business accounts)
Scott Morrison was in the top-22 positions by total engagement within the last 90 days!
1. 5,595 happy bday
2. 5,495 terroristic attacks in NZ 
3. 5,205 budget day
4. 5,064 swimming pool
5. 5,052 politics
6. 4,490  Prince Harry and Meghan
7. 4,470 cooking
8. 4,303 politics
9. 4,231 daughter concert
10. 4,215 cooking

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