What did the parties say on TikTok in the election, and how? Here’s the campaign broken down in 5 charts

TikTok emerged as a key battleground in an election where young voters comprised a dominant share of the electorate. All the prominent political parties used the platform – especially after tactics by Labor contributed to its electoral success in 2022.

With 60% of Gen Z now getting their news primarily from social media, this shift reflects a welcome effort to meet young voters where they are.

But on these platforms, visibility alone isn’t enough. What you say, and how you say it, matters just as much.