INFLUENCER [in-floo-uh n-ser] A person or who has the ability to influence the behaviour or opinions of others through social media.
Monitoring the impact of your influencer campaigns can help you understand your audience, create more effective content to engage and grow your customer base as well as measure the impact they are having on your brand.
Influencer marketing can yield significant results, particularly on visual-focused platforms such as Instagram, Facebook and YouTube. Since the inception of Instagram in 2010, influencer marketing on the platform has increased exponentially with a growth in social action of 39 per cent in 2018 and a daily active user list of greater than 500 million. Influencer marketing statistics have indicated that 82 per cent of consumers are likely to follow an influencer recommendation and brands have found it to be an effective channel to promote and grow their brands.
At present, more and more brands are including influencer marketing into their overall marketing strategy in order to add value to their brand and better engage with their audience. And although it can be one of themore affordable channels to gain more customers, proper campaign planning is still required to ensure you get the most out of your investment.
According to Influencer Marketing Hub, 10.5 per cent of brands consider the audience relationship to be the most valuable factor when collaborating with an influencer and will more and more brands.
Measuring your success
Measuring the success of your influencers is crucial to understanding if your strategy is working. By utilising social media monitoring, you can monitor information relevant to your business. For example, you might want to track and measure:
Brand mentions (with or without direct tagging)
Relevant hashtags (branded and unbranded)
Mentions of your competitors
Keywords or trends applicable to your industry
Social media monitoring in our Mediaportal helps you track key social metrics such as brand awareness and social share of voice. With this information, you can use it to test social campaigns, track ROI and build on improving future campaigns.
The level of influence
As an influencer is an extension of your brand, it is important to seek out influencers that align with your brand values and align with your products and services. It’s also important to understand the different levels of influencers as their audience size can determine their engagement rate. Interestingly, once a social influencer reaches a critical mass of followers, audience engagement begins to decrease.
Micro-influencer
The largest group of influencers are known as micro-influencers – holding approximately 500 – 10,000 followers. Micro-influencers are a good asset to brands as their followers are interested and engaged with the influencer, which in turn, results in a higher engagement rate – approximately 25 – 50 per cent.
Macro-influencer
Macro-influencers have around 5 – 25 per cent engagement per post with audiences ranging from 10,000 – 1 million. Although the engagement rate is lower than micro-influencers, macro-influencers can reach up to 10 times more people.
Mega-influencer
These influencers could be a social media celebrity. Although they can have a following of over 1 million, their engagement rate is approximately 2 – 5 per cent.
Relevance, Reach, Resonance
Although there are many benefits of influencer marketing, influencers can also go awry if they fall out of favour with their audience or unexpectantly decide to move on from a brand. In addition, like any marketing campaign, there is financial risk with influencer marketing. Unlike the world of cost per click, cost per acquisition and cost per thousand, influencers don’t control who sees their content. Instead, influencers rely on ‘organic reach’, meaning their success is based off the algorithms of Instagram, Facebook and YouTube. Brands face the risk of engaging with influencers that do not have the right type of audience or do not continue to mutually align with the brands strategy.
To mitigate risk when choosing an influencer, an influencer marketing strategy should be created, and the 3 ‘R’s – relevance, reach and resonance are areas that should be a key focus and making your decision.
Relevance
Ensure your influencer is relevant to your brand, one who has expertise and subject-matter credibility, as well as well developed, solid relationships with their followers. Identify the topics of influence that speak to your brand’s target audience and purchasers and determine if their audience is one you would like to engage with. The influencers demographic should also be considered to determine if they are relevant to your brand and will continue to be influential with their audience.
Reach
If you’ve chosen and targeted your influencer correctly, you not only gain the influencer’s responsive audience, you obtain that audience’s audience too. To mitigate damage to your brand reputation and equity, a natural alignment between your influencer and brand messaging is important and it’s crucial your influencer comes across as authentic and real.
Resonance
Seek out and research influencers that will be a good fit to your brand including content quality, reach, engagement, and an alignment of values with your brand
Also ensure all earned media is reviewed and identify which influencers work best for your brand. Repeat this to continue having a strong influencer marketing strategy.
Since influencer marketing is about building strong relationships, a strategy that values a mutually beneficial relationship is important as well as one that aligns with those who are active in the relevant verticals. By tracking conversations that are being had about your brand you can uncover what your audiences actually find engaging and continue providing relevant content tailored to their values, interest and needs.
If you’d like to learn more about social media monitoring or anything media intelligence related, get in touch with us today
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.
The Singapore general election was quick and felt like more of a touch-and-go event, but a lot was observed and could be learnt from media and audience reactions to the event.
We analysed, using Pulsar TRAC, more than 270k mentions across online news, podcasts, TV, Facebook, YouTube, TikTok, Reddit, X, forums and blogs in Singapore between March 28th - May 7th 2025, to see how the conversation was moving and being influenced by media and audiences. Based on this, we listed what we’ve learnt from this year’s election.
Which industries gained the most spotlight?
Chee Hong Tat’s defence of the GST hike shows the PAP leaning heavily on long-term fiscal planning. This was mainly covered by media outlets like the CNA, mentioning how these hikes were to eventually work on providing benefits to the seniors of society and that it wouldn’t be possible if these hikes weren’t in place. Audiences across X and Facebook expressed their concerns around this, but were equally appreciative of open dialogue with the public.
The US and UK covered the election when their media focus was majorly on Trump’s tariffs
The peak in the US mentions were partly a consequence of Trump’s trade tariffs that wasn’t received particularly well by the rest of the world. PM Wong expressed his opinions on how Singapore continues to be a partner to the US but would expect a fair tariff rate in return. Big foreign peaks were tracked by Reuters and The Guardian that framed the election poll as a barometer of regional politics. Many of the foreign media talk about the opposition parties in Singapore and express that a healthy opposition makes for important parliamentary debate on essential matters like rising living concerns and jobs in Singapore.
Social saw the most audience discourse
The Straits Times leads the election coverage with many of its articles being linked or reposted around social media, mostly Instagram, Facebook and Reddit with audiences giving timely updates on speeches, election street campaigning or their favourite candidates, intending to start conversation. CNA and Mothership show the same pattern, each pulling far larger numbers once clips hit Facebook, X, TikTok and Reddit.
Which hashtags saw the most engagement online?
#ge2025 sat far above every other tag, yet party tags #pap and #rp still drove thousands of mentions. On keywords, PM Lawrence Wong outranked party names with the most mentioned on social posts. It’s important to note that these mentions are by audiences on social media like TikTok, X, Reddit, Instagram and Facebook. Lately, even short clips from podcasts around elections are becoming viral, not just on Instagram or TikTok, but even on Facebook that generally hosts long-ish format videos, second to YouTube.
Podcasts become new medium for election content for younger audiences
Yah Lah BUT logged more than a hundred election clips, nearly double its nearest podcaster, The Daily Ketchup. Audio hosts mixed humour, policy, and hot‑takes that travelled into short‑form video. These podcasts have been a growing trend in Singapore, hosted by youngsters who often invite political candidates onto their shows and pose questions that a young Singaporean would like to ask their leaders. These podcasters have seen their content travel fast on TikTok and Instagram reels for quick insights, but still have most of their audience engagement on YouTube.
Singapore’s GE2025 didn’t just offer political drama—it showed how media, both old and new, shape what people see and feel. From viral videos to policy debates, from mainstream reports to TikTok podcast clips, every format played a role.
5 things we learnt from the Singapore general election 2025
The Singapore general election was quick and felt like more of a touch-and-go event, but a lot was observed and could be learnt from media and audience reactions to the event. We analysed, using Pulsar TRAC, more than 270k mentions across online news, podcasts, TV, Facebook, YouTube, TikTok, Reddit, X, forums and blogs in Singapore […]
This was not an election won or lost on policy alone. While political parties released detailed plans around cost-of-living relief, energy, healthcare and education, the battle for attention played out across a different terrain. One shaped by identity, digital influencers and polarised media narratives.
1. Policy set the agenda, but didn’t hold it
At the start of the campaign, traditional media focused on familiar priorities. The Labor government’s May budget led with cost-of-living relief, fuel excise changes and increased rental support. The Liberals responded with proposals for nuclear energy and a plan to cut 40,000 public service jobs. While these issues framed the early weeks, they were quickly overtaken in online discussions by stories with more cultural weight.
On social media, a video comparing Peter Dutton to Donald Trump circulated widely, while Anthony Albanese’s “delulu with no solulu” moment during a Happy Hour podcast interview was picked up by national outlets and widely shared on social platforms. Personality often generated more interest than policy.
2. Messaging strategy went beyond the platforms
Both major parties tried to engage younger voters where they spend their time. Albanese’s appearance on podcasts and his interviews with influencers like Abbie Chatfield reflected a values-driven approach. Dutton’s appearance on Sam Fricker’s podcast targeted young men through a more casual, conversational format.
Mainstream media covered these appearances but often through the lens of political tactics rather than substance. When Abbie Chatfield’s pro-Greens posts attracted AEC scrutiny in early April, the story became more about influencer regulation than her political message.
3. Polarisation dominated public debate
The second leaders’ debate on 10 April marked a turning point, with stark contrasts on energy, education and immigration. Dutton's focus on crime and border control drew backlash, while Albanese was seen as calm but cautious. Instead of clarifying party differences, the debate intensified existing divides.
Online commentary quickly split along ideological lines. Audiences did not just debate the leaders’ points but used the debate to reinforce partisan views, highlighting how polarised public discourse has become.
4. Influencers reshaped election storytelling
Influencers became central to election storytelling. Abbie Chatfield faced strong support and criticism after posting about the Greens and questioning the Liberal Party’s media strategy. The Juice Media released satirical videos targeting defence and energy policies, resonating with disillusioned younger audiences.
Even incidents unrelated to official campaigns became flashpoints. In February, a video from an Israeli influencer alleging antisemitic comments by NSW nurses went viral, triggering political statements and shifting media attention to broader issues of hate speech and accountability online.
5. Culture wars outpaced policy in the final stretch
As the election neared, cultural tensions gained traction. On 12 April, media attention turned to Peter Dutton after reports emerged that his Labor opponent Ali France was leading in Dickson. Around the same time local authorities dismantled a tent encampment in the area while Dutton was campaigning in Perth. This raised questions about leadership and visibility on local issues.
Across social and news media, themes like Gaza, curriculum debates and identity politics took centre stage. Slogans such as “Get Australia back on track” were interpreted as echoes of US political rhetoric. Jacinta Price and Clive Palmer were both linked to similar messaging, fuelling memes and commentary about the Americanisation of Australian politics.
Rather than rallying around shared policy concerns, audiences engaged with content that reflected deeper anxieties about national identity and international influence.
What stood out the most wasn’t necessarily the policy itself, but the moments, memes, and messages that tapped into cultural tensions. The freedom for media and social media users to connect with and amplify these narratives created an arena where some politicians struggled to engage effectively. While some stuck to party lines without fully understanding the patterns driving media and social discourse, others embraced the shift, adapting to the rhetoric that was emerging online. The lesson is clear: in today’s media environment, ignoring what people are saying or the patterns of conversation isn’t an option.
Media and social highlights from the election campaign 2025
This was not an election won or lost on policy alone. While political parties released detailed plans around cost-of-living relief, energy, healthcare and education, the battle for attention played out across a different terrain. One shaped by identity, digital influencers and polarised media narratives. 1. Policy set the agenda, but didn’t hold it At the […]
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. 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 […]
