Treasurer Enters the Social Media Spotlight
"Decision week" — Treasurer Jim Chalmers on his strategy for the federal budget.
During a traditionally staid political event, Treasurer Jim Chalmers has rolled out a new playbook, increasing his social media presence across Instagram and TikTok during budget week. The videos offer a curated, behind-the-scenes look at his routine, depicting him running before sunrise, working late into the night, unboxing budget documents, and making coffee.
A New Kind of Budget Story
Budget week has long been a stage for treasurers to project energy and control. Previous examples include Josh Frydenberg running for cameras and an image of Joe Hockey with Tony Abbott. The difference now is the medium: Chalmers is bypassing traditional photo ops for direct, platform-native content.
To broaden his reach, Chalmers has granted access to a range of influencers, including Cheek Media, Tash Invests, and the Money Money Money podcast. This strategy aims to reach voters who do not follow traditional news.
Behind the Scenes, and Beyond
- In one video, Chalmers described the week as "decision week."
- The prime minister, Anthony Albanese, also ventured into unconventional media, giving an interview to the commentary page Toilet Paper Australia.
- Social media comments on both leaders' posts frequently call for changing the gas tax, signaling a clear area of public interest.
In public statements, Albanese and Chalmers have framed the budget's major changes as a direct response to public dissatisfaction, telling voters they "do not accept the status quo."
Mixed Reactions from the Political Class
The adoption of this influencer-driven content strategy has not been universally embraced. Some politicians reportedly feel reluctant to engage in social media content creation, while others are enthusiastic.
The core goal of the strategy is clear: to present a more relatable image of the government's leaders, particularly to an audience that has tuned out of traditional political coverage.