It’s a familiar scene: friends and family are meeting up for brunch. The coffee is hot, the avocado is smashed and at least one brunch-goer is reaching for the Panadol while avoiding questions about where they ended up last night. And when the food arrives? Everyone waits; not eating until the moment has been captured and posted to Instagram.
Founded in 2010, Instagram has 800 million monthly users worldwide. In the past eight years more than 270 million pictures of food have been posted to Instagram. The influence that Instagram has had on the restaurant industry has been immense. We’re now in an age where food and beverages can go viral, not just tweets and videos. Instagram is a visual medium, and this focus on aesthetics has changed the way we eat when we’re dining out. Photogenic foods have spiked in popularity, and the food that we eat has become brighter and more decorative. At breakfast time, muesli is out and smoothie bowls are in, and the toast has to be topped with avocado.
Its commonplace for menus to now include at least one Instagrammable dish but the food itself is just one part of making a #foodstagram pop. The lighting, the crockery and the tabletop also need to be on point. Social media isn’t just changing the way we eat – it’s also influencing interior design trends. Take it from Teddy Robinson, a creative director for London café-bar chain Grind. “Last year we replaced every table in the company with white marble, just because it looks good on Instagram,” he said. This might seem extreme if you think of this phenomenon as just pictures of food, but Instagram is more than that – it’s become the way that people (particularly millennials) choose where they eat. How Instagrammable a restaurant is can flow directly to the restaurant’s bottom line.
Not every successful restaurant or café needs to be doing Instagram well – but the ones that are have something in common. Emily Arden Wells, the Co-Owner of New York architecture firm Move Matter, often works on the fit out of new restaurants in Manhattan noting that Instagrammability is now being considered from a new restaurant’s blueprint stage. Venues that are succeeding on Instagram have moved mobile and social into the very heart of their supply chain – and they’re taking their millennial customers seriously. Their customers and their devices are considered before the tables are bought, before the menus are designed and before we tell the veggie shop how many avocados we need for Saturday morning. If successful restaurants have social and millennials at the heart of their supply chain, what does that mean for news outlets?
Devices are already changing the way that we access news. Data from the Pew Research Center in 2017 shows that 85% of adults in the United States access news on their mobile device, at least some of the time. Not surprisingly, this is a trend that is growing – this is an increase on 72% from 2016 and 54% in 2013. Social media usage is also changing the way that news is distributed, with sites like Facebook and Twitter acting as the new gateways to news channels. Analysis of online news traffic backs this up, with Australian outlet ABC News Online sharing figures that compare visits to the homepage, and visits to news articles. Traffic to the homepage is on the decline but eyeballs on articles are increasing, as people discover news content on their Facebook timeline.
Some news outlets are already using devices and social to their advantage. When you log on to the Snapchat Discover page you’ll see outlets like the Daily Mail, Cosmopolitan and Buzzfeed talking direct to millennials. (At the time of writing, I almost got distracted by a Buzzfeed quiz titled “Pick a donut and we’ll tell u what your friends love + hate about u”). As you scroll down the Discover page you’ll notice more highbrow content – the power of the Snapchat Discover page is not to be underestimated. The Economist received more traffic in its first month on Snapchat Discover than it received in the preceding 12 months to economist.com.
The future isn’t just mobile – there are other, more modern utilities and methods of news delivery already available. If mobile technology can revolutionise the food industry, there’s immense potential for wearable and hearable technology to disrupt the media landscape. Hearable technology and Conversational UI is already delivering news information via Alexa and Google Home – as our virtual personal assistants get to know us better, does this mean they can deliver us even more relevant, timely information? Spotify and Netflix have already acclimatised us to the micropayment economy and people are increasingly happy to pay small amounts more frequently for quality and convenience. Rather than paywalls and digital subscriptions, would I pay for an alert on a traffic incident that meant I wouldn’t be late to birthday party?
There’s a lot of buzz around ideas like Spotify for News, News-flix and ideas that tie to the end of ownership and to micro-payments. The most buzz has been around a Dutch service called Blendle which claims half a million registered users in Europe and is now looking at the US. Most items on Blendle, which come from lots of different outlets, cost between 10 cents and 90 cents and come with a money-back guarantee: you only pay for stories you actually read – and if you then don’t like them, you can ask for your money back.
I don’t have all the answers but it’s important that we’re thinking about this. How can we prepare for continuous change in the news and content industries? The future is already here, we just need to harness it.
Loren is an experienced marketing professional who translates data and insights using Isentia solutions into trends and research, bringing clients closer to the benefits of audience intelligence. Loren thrives on introducing the groundbreaking ways in which data and insights can help a brand or organisation, enabling them to exceed their strategic objectives and goals.
Leading integrated media intelligence business, Isentia, has been recognised for its cutting edge digital platform, Mediaportal, after being listed on the Australian Financial Review’s 50 Most Innovative Companies for 2017.
Earlier this year, Isentia launched a suite of product innovations for Mediaportal, powering it with machine-learning functionality. This technology – codenamed ‘Huxley’ – provides clients with valuable insights quickly and accurately, helping busy communications professionals make more informed business decisions.
Huxley enables Isentia to harvest and analyse 7 million unknown media items and millions of other data points every single day. A cloud based platform that takes multiple input services, Huxley applies media item topology and enrichment services, and produces fit-for-purpose data for client facing products and services.
Isentia’s innovative approach to real data intelligence includes a continuous R&D strategy for Mediaportal and further work in integrating its data capabilities.
Isentia CEO John Croll says, “At Isentia we know the future isn’t written yet – it takes relentless innovation to get us there. But being listed among Australia’s leading and most innovative companies is recognition of the work of our team over the past 12 months and vindication that we’re on the right path when it comes to redefining media intelligence.”
Now in its sixth year, the ranking recongises the top companies in the country, driving innovation across a range of industries. It is judged and compiled by Inventium, Australia’s leading innovation consultancy.
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Media Release
Isentia listed on AFR’s 50 Most Innovative Companies for 2017
Mediaportal listed on the Australian Financial Review’s 50 Most Innovative Companies for 2017.
The biggest influence on public perception of the 2025 election campaign was not policy. It was identity, culture wars, and a growing fear of Australia 'becoming America'. What began as a focus on easing the cost of living quickly widened into a broader debate about national identity. Media coverage and social media feeds revealed a tug of war. On one side was policy messaging. On the other, gaining considerable ground, were culture and identity narratives fuelled by anxiety over external influence.
At the start of the election cycle in early March, news coverage centred on cost of living pressures and tax cuts. The Labor government's budget announcement and the Liberal Party’s response cemented the agenda, with topics like supermarket price gouging, fuel excises, and nuclear energy proposals striking a chord with voters. Early discussion on social media showed a clear focus on making life more affordable for families. But in the background, frustration around Donald Trump’s proposed tariffs and concerns about Australia–U.S. relations began to surface. Peter Dutton’s early promise to cut 40,000 public service jobs and push for a return to office work further fuelled comparisons between Dutton and Trump among Australian audiences.
As the election cycle progressed, international events and conflicts moved to the forefront. Trump’s presence in global headlines alongside Canada's similarly timed election, intensified comparisons between Australian and Canadian public attitudes toward American influence. Media narratives shifted from domestic cost-of-living concerns to broader conversations about defending the Australian way of life and protecting national interests particularly in education, reshaping the battleground on which voters made their decisions.
On March 28, coverage and discussion spiked as Anthony Albanese officially announced the election date. Earlier, on March 10, a surge in conversation centred on new polling that suggested a potential hung parliament, sharpening media focus on Labor. Albanese’s appearance on Today, where he responded to frustrations about delayed campaigning with, “We’re just about helping people, because that’s what people expect,” reinforced his image as a community-focused leader and contrasted with how past prime ministers were criticised during disasters. Meanwhile, Peter Dutton’s social media attention rose on April 12, as reports surfaced of his opponent Ali France leading in Dickson while a local tent encampment was demolished by Moreton Bay Council. Dutton, campaigning in Perth during the demolition, attracted criticism. A few days later, a compilation of clips linking Dutton to Donald Trump circulated widely. These moments highlighted the distinct leadership styles that shaped voter perceptions throughout the campaign.
Although Labor drew the most attention overall, Dutton and the Liberals gained momentum across social media. The Liberal Party’s early use of trends, AI tools, and memes attracted conversation, but the involvement of influencers and podcasts proved polarising. Coverage also highlighted a generational divide, with young women leaning left and young men leaning right. Influencers played a key role in shaping these dynamics, from Albanese’s Happy Hour podcast appearance on March 26, where his “delulu with no solulu” challenge dominated news cycles, to Dutton’s interview on Sam Fricker’s podcast aimed at young male voters. As the campaign progressed, news increasingly focused on character attacks and gaffes at the expense of policy debate. Issues like housing, supermarket competition, HECS relief, and energy bills remained core to party platforms, but many audiences were drawn into yarns covering personality clashes and culture wars.
The most shared news items from the beginning of the campaign to recently underline this shift of attention to cultural conflict. Posts about the mobilisation of Muslim voters around Gaza, criticism of Liberal candidates campaigning in military uniforms, warnings about public service job cuts, and debates over the political leanings of young male voters all reveal how specific cultural flashpoints and niche group appeals dominated discussion. Instead of broad policy debates, election discourse was fragmented into controversies that inflamed identity-driven tensions, polarised audiences, and heightened distrust.
Whether leaders spoke about getting Australia back on track, building a better Australia, or even making Australia great again, these slogans signalled clear messages to voters. More often than not, the public expressed a desire to distance Australia from the United States, particularly in defending healthcare and education systems that set Australia apart. Early in the campaign, when a journalist suggested Anthony Albanese’s use of "build back better" echoed Joe Biden’s slogan, the comment was quickly dismissed. Though not officially endorsed, the slogan’s use by Jacinta Price and Clive Palmerquickly eclipsed party lines, fuelling memes and comparisons to US Republicans across social media. This did little to help the Liberals distance their official slogan, 'Get Australia back on track,' from US political parallels. As Trump’s influence became a talking point, glimpses of Trump-style messaging were eagerly picked up by news outlets and social media alike, often overshadowing Labor’s campaign messaging and limiting its cut-through.
As the campaign unfolded, it became harder to separate policy from personality or promises from the cultural narratives surrounding them. Media and social media attention did more than reflect public interest. They helped shape it, steering the election conversation toward identity, values, and questions about Australia's place in a changing world. Whether that influence outweighed policy in swaying voters is still up for debate, but it clearly changed how the campaign was seen, shared, and remembered.
Did culture wars cut through more than policy on the election trail?
The biggest influence on public perception of the 2025 election campaign was not policy. It was identity, culture wars, and a growing fear of Australia ‘becoming America’. What began as a focus on easing the cost of living quickly widened into a broader debate about national identity. Media coverage and social media feeds revealed a […]
With social media platforms becoming central to political engagement, figures like Abbie Chatfield, Friendlyjordies, and The Juice Media are amplifying progressive causes and challenging traditional political narratives. But how significant is their impact? Are they genuinely influencing the election conversation, or is their influence more about their ability to capture attention and drive engagement? This evolving trend raises important questions about the role of influencers in modern elections and how they are reshaping the way political messages are communicated to younger, digital-savvy voters.
As the 2025 Australian federal election nears, influencer involvement has gained attention, with social media leading the charge while news coverage initially lagged. Prime Minister Anthony Albanese and Opposition Leader Peter Dutton are tapping influencers to connect with younger voters—Albanese engages with Abbie Chatfield’s audience through values-driven storytelling, while Dutton targets young men with Sam Fricker's relatable podcasts. This reflects a broader shift from traditional media to platforms like TikTok and Instagram. Journalists are increasingly covering these influencer-driven moments, often focusing on the viral spread and political fallout. For instance, a viral February 13 video from an Israeli influencer accusing two NSW nurses of hateful comments dominated Australia’s news cycle, prompting swift political reactions. Coverage generally focuses on political responses, not the influencers themselves. This trend was also seen with Greens Leader Adam Bandt’s DJ event in Melbourne, where media noted his attempt to engage younger voters. The Australian Electoral Commission cleared Chatfield’s posts featuring Albanese and Bandt, highlighting the growing regulation of influencer political content. This focus towards viral moments over policy discussions raises questions about the impact on undecided voters and the evolving role of journalists in political engagement.
Influencers like Abbie Chatfield, The Juice Media, and Friendlyjordies are becoming central to the election rhetoric ahead of the 2025 Australian federal election. Chatfield, who faced scrutiny from the AEC, used her platform to rally support for the Greens, positioning herself against what she described as a Liberal media strategy to discredit influencers. Her posts, particularly defending her political involvement, have garnered strong support, with hashtags like #abbieisinnocent and #freeabbie dominating her comment sections. In contrast, some critics dismiss her political role, questioning her credibility. The Juice Media, known for its sarcastic takes on government policy, continues to challenge political narratives with irreverent content, resonating with younger, disillusioned voters. However, their approach also faces backlash from those who see it as too cynical or divisive. Similarly, Friendlyjordies critiques both major parties, particularly Labor’s stance on progressive issues, while encouraging followers to unite against corporate greed. His platform sparks heated debates, igniting both support and criticism.
Overall, these influencers are becoming polarising figures, amplifying political engagement while intensifying the ideological divide on social media, ultimately shaping the growing influence of social media figures in the election discourse.
Chatfield, a vocal supporter of progressive causes like Palestinian liberation and women's rights, has gained a strong following but faces criticism for oversimplifying political issues and for her perceived naivety, especially regarding preferential voting. Ferguson, who critiques colonialism and supports Palestinian liberation, is praised by supporters but criticised for lacking depth in her activism, with some accusing her of ignoring intersectionality. Friendlyjordies, known for satirical commentary, is admired for calling out political corruption, but his critics accuse him of bias towards Labor and oversimplifying complex issues. The Juice Media, using sarcasm to critique government policies, resonates with disillusioned young voters but alienates others who find their approach too cynical. These influencers contribute to a growing divide in Australian politics, mobilising progressive movements while deepening ideological rifts, as their content both challenges traditional politics and fuels polarisation.
Key issues like defence, the cost of living, and education are dominating political discourse and social media conversations. Global events, including Trump’s influence on international relations and trade, have sparked strong reactions, with Albanese facing backlash over Australia’s stance on Gaza and its defence ties with Israel. Meanwhile, Dutton’s comments 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 military presence near Darwin—and cost of living concerns are intensifying. Education remains a key point of contrast, with Albanese’s Free TAFE policy gaining support while Dutton faces criticism for prioritising fossil fuel subsidies. Influencers are driving much of this engagement, but their role in amplifying already polarised narratives raises questions about whether they are truly reflecting voters’ concerns or deepening divides as the election approaches.
These conversations play out against a landscape in which social and news media have different - but overlapping - priorities. They’re driving debates on everything from education and nuclear energy to Trump-style politics and renewable energy. With the 2025 federal election on the horizon, stories sparked by creators — whether through critique, leaks, or commentary — are becoming part of the political media mix. It’s a shift that’s unfolding in real time, and one that’s reshaping how narratives break, spread, and gain momentum. But as these voices grow louder, one thing is clear: Are they truly amplifying the concerns of everyday Australians, or are they pushing further divides in a landscape already ripe with fragmentation?
The rise of influencers in the 2025 Australian federal election landscape
With social media platforms becoming central to political engagement, figures like Abbie Chatfield, Friendlyjordies, and The Juice Media are amplifying progressive causes and challenging traditional political narratives. But how significant is their impact? Are they genuinely influencing the election conversation, or is their influence more about their ability to capture attention and drive engagement? This […]
In Singapore, the rise of podcasting has shifted from entertainment and lifestyle into a new arena – public discourse and politics. As the 2025 General Election draws near, podcasters are making waves across online news and social media. To kick things off, we used Narrative AI, the first search engine for public opinion, to identify how large the global narrative on podcasts and their influence on audiences is in the last 6 months, using data from X.
We subsequently narrowed the focus of this global trend to Singapore and analysed on Pulsar TRAC more than 7k mentions across platforms like YouTube, Facebook, Reddit, TikTok, podcasts, Online News, blogs and forums to understand where the discourse is coming from, which channels are capturing the podcasters’ content and how audiences are responding to this content.
Mentions of podcasts in news and social media are growing
Social media is where the larger chunk of podcast conversation is taking place, specifically those episodes that feature a political figure, journalist or those that include healthcare-related discussions. The audiences that engage with these videos, majority being on YouTube, search for political credibility that resonates with them. Young Singaporeans watching these podcasts expect to see leaders who don’t just uphold the image of being a politician, but also someone who is grounded and trustworthy.
Youth and politicians' lives dominate podcast narratives
The audiences that consume these podcasts the most are young Singaporeans looking to participate in the conversation as much as they can. These audiences are being more proactive than ever.
With younger voters consuming media differently, these appearances are efforts by political candidates to connect with the public. Lawrence Wong, Josephine Teo, Indranee Rajah, and Desmond Tan, have used podcasts to communicate directly with the public – sidestepping traditional media filters.
Top podcasters on election-related content
When we focus on who the most mentioned podcasters around election content are, the Straits Times’ podcasts, the Daily Ketchup and Yah Lah BUT emerge on top. These podcasts have figured that the most discourse happens around content that’s either educational or controversial around elections. The public is actively responding to political content shared via podcasts, particularly those by The Straits Times and independent shows like Yah Lah BUT.
Satire and irony are key strategies to make politics palatable, especially for younger, digital-native audiences. The Daily Ketchup and Yah Lah BUT are blending serious topics like the GE2025, party agendas, healthcare, and opposition voices with humour that make them almost meme-worthy. Posts such as “PAP really said: ‘Trust me, bro’” TikTok clips show that these are genuinely made for content to go viral while retaining serious undertones too.
What’s interesting to note is that The Common Folks, with content in Malay and Indonesian, is tapping into a cross-border Southeast Asian audience and has some of the highest engagement on its content. Local slang, cultural jokes, and casual festive content like Raya greetings and songkok jokes have generated thousands of views, at times outperforming English-language political pods. This suggests a large, under-acknowledged appetite for vernacular podcast content that has a blend of humour and relatability.
Podcasts are no longer just background noise – they’re becoming one of the most relevant ways Singaporeans engage with politics. With high engagement on platforms like TikTok and YouTube, a wide spread of topics from youth issues to party politics, and growing presence in both mainstream and social media, podcasters are carving out a key role in shaping the GE 2025 conversation.
What is making podcasts stand out ahead of the Singapore GE2025?
In Singapore, the rise of podcasting has shifted from entertainment and lifestyle into a new arena – public discourse and politics. As the 2025 General Election draws near, podcasters are making waves across online news and social media. To kick things off, we used Narrative AI, the first search engine for public opinion, to identify […]
