Media and social highlights from the election marketing campaign 2025

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The Singapore common election was fast and felt like extra of a touch-and-go occasion, however quite a bit was noticed and might be learnt from media and viewers reactions to the occasion.

We analysed, utilizing Pulsar TRAC, greater than 270k mentions throughout on-line information, podcasts, TV, Fb, YouTube, TikTok, Reddit, X, boards and blogs in Singapore between March twenty eighth – Could seventh 2025, to see how the dialog was transferring and being influenced by media and audiences. Based mostly on this, we listed what we’ve learnt from this 12 months’s election.

Which industries gained probably the most highlight?

Chee Hong Tat’s defence of the GST hike exhibits the PAP leaning closely on long-term fiscal planning. This was primarily coated by media retailers just like the CNA, mentioning how these hikes had been to finally work on offering advantages to the seniors of society and that it wouldn’t be potential if these hikes weren’t in place. Audiences throughout X and Fb expressed their considerations round this, however had been equally appreciative of open dialogue with the general public.

The US and UK coated the election when their media focus was majorly on Trump’s tariffs

The height within the US mentions had been partly a consequence of Trump’s commerce tariffs that wasn’t acquired notably nicely by the remainder of the world. PM Wong expressed his opinions on how Singapore continues to be a companion to the US however would count on a good tariff price in return. Massive overseas peaks had been tracked by Reuters and The Guardian that framed the election ballot as a barometer of regional politics. Most of the overseas media speak in regards to the opposition events in Singapore and categorical {that a} wholesome opposition makes for necessary parliamentary debate on important issues like rising residing considerations and jobs in Singapore.

Social noticed probably the most viewers discourse

The Straits Instances leads the election protection with lots of its articles being linked or reposted round social media, largely Instagram, Fb and Reddit with audiences giving well timed updates on speeches, election avenue campaigning or their favorite candidates, intending to begin dialog. CNA and Mothership present the identical sample, every pulling far bigger numbers as soon as clips hit Fb, X, TikTok and Reddit.

Which hashtags noticed probably the most engagement on-line?

#ge2025 sat far above each different tag, but get together tags #pap and #rp nonetheless drove 1000’s of mentions. On key phrases, PM Lawrence Wong outranked get together names with probably the most talked about on social posts. It’s necessary to notice that these mentions are by audiences on social media like TikTok, X, Reddit, Instagram and Fb. Recently, even quick clips from podcasts round elections have gotten viral, not simply on Instagram or TikTok, however even on Fb that typically hosts long-ish format movies, second to YouTube.

Podcasts develop into new medium for election content material for youthful audiences

Yah Lah BUT logged greater than 100 election clips, almost double its nearest podcaster, The Each day Ketchup. Audio hosts combined humour, coverage, and sizzling‑takes that travelled into quick‑type video. These podcasts have been a rising development in Singapore, hosted by children who typically invite political candidates onto their exhibits and pose questions {that a} younger Singaporean wish to ask their leaders. These podcasters have seen their content material journey quick on TikTok and Instagram reels for fast insights, however nonetheless have most of their viewers engagement on YouTube.

Singapore’s GE2025 didn’t simply provide political drama—it confirmed how media, each outdated and new, form what individuals see and really feel. From viral movies to coverage debates, from mainstream reviews to TikTok podcast clips, each format performed a job. 

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Fascinated by studying extra? E mail us at information@isentia.com

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The most important affect on public notion of the 2025 election marketing campaign was not coverage. It was identification, tradition wars, and a rising worry of Australia ‘turning into America’. What started as a deal with easing the price of residing shortly widened right into a broader debate about nationwide identification. Media protection and social media feeds revealed a tug of conflict. On one aspect was coverage messaging. On the opposite, gaining appreciable floor, had been tradition and identification narratives fuelled by anxiousness over exterior affect.

At first of the election cycle in early March, information protection centred on price of residing pressures and tax cuts. The Labor authorities’s price range announcement and the Liberal Occasion’s response cemented the agenda, with subjects like grocery store worth gouging, gas excises, and nuclear power proposals placing a chord with voters. Early dialogue on social media confirmed a transparent deal with making life extra inexpensive for households. However within the background, frustration round Donald Trump’s proposed tariffs and considerations about Australia–U.S. relations started to floor. Peter Dutton’s early promise to chop 40,000 public service jobs and push for a return to workplace work additional fuelled comparisons between Dutton and Trump amongst Australian audiences.

Because the election cycle progressed, worldwide occasions and conflicts moved to the forefront. Trump’s presence in world headlines alongside Canada’s equally timed election, intensified comparisons between Australian and Canadian public attitudes towards American affect. Media narratives shifted from home cost-of-living considerations to broader conversations about defending the Australian lifestyle and defending nationwide pursuits notably in schooling, reshaping the battleground on which voters made their choices.

On March 28, protection and dialogue spiked as Anthony Albanese formally introduced the election date. Earlier, on March 10, a surge in dialog centred on new polling that instructed a possible hung parliament, sharpening media deal with Labor. Albanese’s look on At the moment, the place he responded to frustrations about delayed campaigning with, “We’re nearly serving to individuals, as a result of that’s what individuals count on,” bolstered his picture as a community-focused chief and contrasted with how previous prime ministers had been criticised throughout disasters. In the meantime, Peter Dutton’s social media consideration rose on April 12, as reviews surfaced of his opponent Ali France main in Dickson whereas an area tent encampment was demolished by Moreton Bay Council. Dutton, campaigning in Perth through the demolition, attracted criticism. Just a few days later, a compilation of clips linking Dutton to Donald Trump circulated extensively. These moments highlighted the distinct management types that formed voter perceptions all through the marketing campaign.

Though Labor drew probably the most consideration general, Dutton and the Liberals gained momentum throughout social media. The Liberal Occasion’s early use of tendencies, AI instruments, and memes attracted dialog, however the involvement of influencers and podcasts proved polarising. Protection additionally highlighted a generational divide, with younger ladies leaning left and younger males leaning proper. Influencers performed a key position in shaping these dynamics, from Albanese’s Comfortable Hour podcast look on March 26, the place his “delulu with no solulu” problem dominated information cycles, to Dutton’s interview on Sam Fricker’s podcast aimed toward younger male voters. Because the marketing campaign progressed, information more and more targeted on character assaults and gaffes on the expense of coverage debate. Points like housing, grocery store competitors, HECS reduction, and power payments remained core to get together platforms, however many audiences had been drawn into yarns overlaying persona clashes and tradition wars.

Essentially the most shared information gadgets from the start of the marketing campaign to just lately underline this shift of consideration to cultural battle. Posts in regards to the mobilisation of Muslim voters round Gaza, criticism of Liberal candidates campaigning in army uniforms, warnings about public service job cuts, and debates over the political leanings of younger male voters all reveal how particular cultural flashpoints and area of interest group appeals dominated dialogue. As an alternative of broad coverage debates, election discourse was fragmented into controversies that infected identity-driven tensions, polarised audiences, and heightened mistrust.

Whether or not leaders spoke about getting Australia again on observe, constructing a greater Australia, and even making Australia nice once more, these slogans signalled clear messages to voters. Most of the time, the general public expressed a want to distance Australia from america, notably in defending healthcare and schooling techniques that set Australia aside. Early within the marketing campaign, when a journalist instructed Anthony Albanese’s use of “construct again higher” echoed Joe Biden’s slogan, the remark was shortly dismissed. Although not formally endorsed, the slogan’s use by Jacinta Worth and Clive Palmer shortly eclipsed get together traces, fuelling memes and comparisons to US Republicans throughout social media. This did little to assist the Liberals distance their official slogan, ‘Get Australia again on observe,’ from US political parallels. As Trump’s affect turned a speaking level, glimpses of Trump-style messaging had been eagerly picked up by information retailers and social media alike, typically overshadowing Labor’s marketing campaign messaging and limiting its cut-through.

Because the marketing campaign unfolded, it turned more durable to separate coverage from persona or guarantees from the cultural narratives surrounding them. Media and social media consideration did greater than replicate public curiosity. They helped form it, steering the election dialog towards identification, values, and questions on Australia’s place in a altering world. Whether or not that affect outweighed coverage in swaying voters remains to be up for debate, but it surely clearly modified how the marketing campaign was seen, shared, and remembered.

Uncover extra of our political information companies

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With social media platforms turning into central to political engagement, figures like Abbie Chatfield, Friendlyjordies, and The Juice Media are amplifying progressive causes and difficult conventional political narratives. However how vital is their impression? Are they genuinely influencing the election dialog, or is their affect extra about their capability to seize consideration and drive engagement? This evolving development raises necessary questions in regards to the position of influencers in fashionable elections and the way they’re reshaping the way in which political messages are communicated to youthful, digital-savvy voters.

Because the 2025 Australian federal election nears, influencer involvement has gained consideration, with social media main the cost whereas information protection initially lagged. Prime Minister Anthony Albanese and Opposition Chief Peter Dutton are tapping influencers to attach with youthful voters—Albanese engages with Abbie Chatfield’s viewers by way of values-driven storytelling, whereas Dutton targets younger males with Sam Fricker’s relatable podcasts. This displays a broader shift from conventional media to platforms like TikTok and Instagram. Journalists are more and more overlaying these influencer-driven moments, typically specializing in the viral unfold and political fallout. As an illustration, a viral February 13 video from an Israeli influencer accusing two NSW nurses of hateful feedback dominated Australia’s information cycle, prompting swift political reactions. Protection typically focuses on political responses, not the influencers themselves. This development was additionally seen with Greens Chief Adam Bandt’s DJ occasion in Melbourne, the place media famous his try to interact youthful voters. The Australian Electoral Fee cleared Chatfield’s posts that includes Albanese and Bandt, highlighting the rising regulation of influencer political content material. This focus in the direction of viral moments over coverage discussions raises questions in regards to the impression on undecided voters and the evolving position of journalists in political engagement.

Influencers like Abbie Chatfield, The Juice Media, and Friendlyjordies have gotten central to the election rhetoric forward of the 2025 Australian federal election. Chatfield, who confronted scrutiny from the AEC, used her platform to rally assist for the Greens, positioning herself towards what she described as a Liberal media technique to discredit influencers. Her posts, notably defending her political involvement, have garnered sturdy assist. In distinction, some critics dismiss her political position, questioning her credibility. The Juice Media, identified for its sarcastic takes on authorities coverage, continues to problem political narratives with irreverent content material, resonating with youthful, disillusioned voters. Nevertheless, their method additionally faces backlash from those that see it as too cynical or divisive. Equally, Friendlyjordies critiques each main events, notably Labor’s stance on progressive points, whereas encouraging followers to unite towards company greed. His platform sparks heated debates, igniting each assist and criticism. 

Total, these influencers have gotten polarising figures, amplifying political engagement whereas intensifying the ideological divide on social media, finally shaping the rising affect of social media figures within the election discourse.

Chatfield, a vocal supporter of progressive causes like Palestinian liberation and girls’s rights, has gained a robust following however faces criticism for oversimplifying political points and for her perceived naivety, particularly concerning preferential voting. Ferguson, who critiques colonialism and helps Palestinian liberation, is praised by supporters however criticised for missing depth in her activism, with some accusing her of ignoring intersectionality. Friendlyjordies, identified for satirical commentary, is admired for calling out political corruption, however his critics accuse him of bias in the direction of Labor and oversimplifying complicated points. The Juice Media, utilizing sarcasm to critique authorities insurance policies, resonates with disillusioned younger voters however alienates others who discover their method too cynical. These influencers contribute to a rising divide in Australian politics, mobilising progressive actions whereas deepening ideological rifts, as their content material each challenges conventional politics and fuels polarisation.

Key points like defence, the price of residing, and schooling are dominating political discourse and social media conversations. World occasions, together with Trump’s affect on worldwide relations and commerce, have sparked sturdy reactions, with Albanese going through backlash over Australia’s stance on Gaza and its defence ties with Israel. In the meantime, Dutton’s feedback on Ambassador Kevin Rudd and allegations of election interference have stirred tensions. On social media, debates over defence—highlighted by Indonesia’s denial of Russia’s army presence close to Darwin—and price of residing considerations are intensifying. Training stays a key level of distinction, with Albanese’s Free TAFE coverage gaining assist whereas Dutton faces criticism for prioritising fossil gas subsidies. Influencers are driving a lot of this engagement, however their position in amplifying already polarised narratives raises questions on whether or not they’re actually reflecting voters’ considerations or deepening divides because the election approaches.

These conversations play out towards a panorama during which social and information media have completely different – however overlapping – priorities. They’re driving debates on the whole lot from schooling and nuclear power to Trump-style politics and renewable power. With the 2025 federal election on the horizon, tales sparked by creators — whether or not by way of critique, leaks, or commentary — have gotten a part of the political media combine. It’s a shift that’s unfolding in actual time, and one which’s reshaping how narratives break, unfold, and achieve momentum. However as these voices develop louder, one factor is evident: Are they really amplifying the considerations of on a regular basis Australians, or are they pushing additional divides in a panorama already ripe with fragmentation?

Uncover extra of our political information companies

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In Singapore, the rise of podcasting has shifted from leisure and life-style into a brand new area – public discourse and politics. Because the 2025 Common Election attracts close to, podcasters are making waves throughout on-line information and social media. To kick issues off, we used Narrative AI, the primary search engine for public opinion, to establish how giant the worldwide narrative on podcasts and their affect on audiences is within the final 6 months, utilizing information from X.

We subsequently narrowed the main focus of this world development to Singapore and analysed on Pulsar TRAC greater than 7k mentions throughout platforms like YouTube, Fb, Reddit, TikTok, podcasts, On-line Information, blogs and boards to grasp the place the discourse is coming from, which channels are capturing the podcasters’ content material and the way audiences are responding to this content material. 

Mentions of podcasts in information and social media are rising

Social media is the place the bigger chunk of podcast dialog is happening, particularly these episodes that function a political determine, journalist or people who embody healthcare-related discussions. The audiences that have interaction with these movies, majority being on YouTube, seek for political credibility that resonates with them. Younger Singaporeans watching these podcasts count on to see leaders who don’t simply uphold the picture of being a politician, but additionally somebody who’s grounded and reliable.

Youth and politicians’ lives dominate podcast narratives

The audiences that devour these podcasts probably the most are younger Singaporeans seeking to take part within the dialog as a lot as they will. These audiences are being extra proactive than ever.

With youthful voters consuming media otherwise, these appearances are efforts by political candidates to attach with the general public. Lawrence Wong, Josephine Teo, Indranee Rajah, and Desmond Tan, have used podcasts to speak instantly with the general public – sidestepping conventional media filters.

High podcasters on election-related content material

Once we deal with who probably the most talked about podcasters round election content material are, the Straits Instances’ podcasts, the Each day Ketchup and Yah Lah BUT emerge on prime. These podcasts have figured that probably the most discourse occurs round content material that’s both instructional or controversial round elections. The general public is actively responding to political content material shared by way of podcasts, notably these by The Straits Instances and impartial exhibits like Yah Lah BUT. 

How are podcasts doing on Tiktok?

Satire and irony are key methods to make politics palatable, particularly for youthful, digital-native audiences. The Each day Ketchup and Yah Lah BUT are mixing critical subjects just like the GE2025, get together agendas, healthcare, and opposition voices with humour that make them virtually meme-worthy. Posts equivalent to “PAP actually stated: ‘Belief me, bro’” TikTok clips present that these are genuinely made for content material to go viral whereas retaining critical undertones too. 

What’s attention-grabbing to notice is that The Widespread People, with content material in Malay and Indonesian, is tapping right into a cross-border Southeast Asian viewers and has among the highest engagement on its content material. Native slang, cultural jokes, and informal festive content material like Raya greetings and songkok jokes have generated 1000’s of views, at instances outperforming English-language political pods. This implies a big, under-acknowledged urge for food for vernacular podcast content material that has a mix of humour and relatability. 

Podcasts are not simply background noise – they’re turning into one of the crucial related methods Singaporeans have interaction with politics. With excessive engagement on platforms like TikTok and YouTube, a large unfold of subjects from youth points to get together politics, and rising presence in each mainstream and social media, podcasters are carving out a key position in shaping the GE 2025 dialog. 

Fascinated by studying extra? E mail us at information@isentia.com

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