In Australia, social media has become crucial for candidates aiming to attract Gen Z and Millennials, now the largest voter demographic. The RECapture research study observed significant political advertising efforts on Chinese platforms WeChat and RedNote, utilized due to their popularity among Australian users. However, both platforms impose restrictions on political content, pushing candidates to adopt unorthodox methods like influencer partnerships to bypass these limitations. This trend underscores an evolving digital landscape where political advertising must adapt to unique cultural and technological contexts, especially as the influence of platforms like RedNote grows.
This election highlights the significance of social media as candidates increasingly turn to platforms like WeChat and RedNote to connect with younger voters.
The RECapture research team has documented widespread political advertising on WeChat and RedNote, revealing the challenges candidates face navigating platform restrictions.
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