Treasurer Jim Chalmers has fully embraced social media to promote what he calls the most ambitious budget of his life. His budget week posts included running content, unboxing videos, and casual chats to the camera, reflecting a modern approach to political communication.
Behind-the-Scenes Content
Chalmers posted a series of videos on platforms like Instagram and TikTok, showing him running before dawn, unboxing the first printed copy of the budget, and making coffee while chatting with viewers. One clip, titled 'POV: first budget copy unboxed,' features a staffer excitedly handing him the document. Another shows him in workout gear, captioning 'Perfect early start to the morning with a run down to Treasury.'
Social Media Strategy
This strategy is part of a broader trend where politicians increasingly rely on social media to reach voters. Chalmers gave access to his budget lockup to influencers like Cheek Media and Tash Invests, while Prime Minister Anthony Albanese appeared on the commentary page Toilet Paper Australia. The goal is to win over disconnected voters who spend more time online than reading traditional news.
Authenticity in Politics
Authenticity is key in this approach. Chalmers and Albanese have admitted that the budget's major changes aim to show voters they reject the status quo. While some politicians feel awkward creating such content, those who embrace it can connect better with the public. David Pocock's campaign for a gas tax, which went viral on social media, demonstrates the power of relatable content.
However, posting coffee selfies and running videos alone won't fix political dissatisfaction. But in an era where dense charts and spreadsheets fail to engage, this method may be more palatable to average voters. The information war is real, and volume of content across multiple streams is the weapon of choice for modern politicians.
