Welcome to the 2025 federal election, where Tiktok isn’t just a place for dances and day-in-the-life videos — it’s where the next generation of voters are consuming their news, forming opinions, and, in some cases, deciding who gets their vote.

This year, Millennials and Gen Z will officially outnumber Boomers and Gen X in the electorate. That demographic shift is huge. And where are they spending their time? Tiktok.

Over 9.7 million Australian adults are on the platform, spending an average of 42 hours a month scrolling, watching, commenting, and yes, engaging with politics. The question isn’t should politicians be there. It’s how should they show up.

We’re already seeing politicians on Tiktok.

Anthony Albanese is doing a decent job balancing polished policy and trend participation, with the prevailing commentary skewing toward skepticism. Peter Dutton’s team is showing up too, though the content on his page doesn’t feel like it really “gets” the platform.

On the party pages, we’re seeing big swings between standard political ads and trend-following nonsense. The Greens are leading the pack with a strategy that feels native: educational, lightly playful, and........

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