From comedy skits to podcast gaffes, what’s Anthony Albanese’s social media strategy?

Labor won the 2025 election in a landslide victory that many attributed, at least in part, to a savvy social media campaign that prioritised influencers .

During his second term, Prime Minister Anthony Albanese has continued to move beyond traditional political communication.

He is increasingly embracing entertainment, comedy and influencer-driven content.

His recent appearance with the comedy and podcast duo Swag on the Beat is a particularly interesting example.

In the skit, Albanese plays an intimidating father who threatens to reinstate a young man’s HECS debt if he breaks his daughter’s heart.

The creators have three million followers across their social media platforms, providing access to audiences well beyond those following Albanese’s official account.

He’s also continually appeared on podcasts, some of which have resulted in multiple rounds of controversy.

But why would a prime minister do this? Who’s he trying to reach, and is it working? The perils and pitfalls of social media The comedy skit has landed awkwardly online.

We’ve already seen spin-off versions of the 40-second video, which might be welcomed by Albanese’s strategists for increasing publicity across the board.

But many of them haven’t been complimentary of Albanese’s efforts.

One of the most-watched switched the emphasis to government inaction on housing affordability.

The risks of this influencer strategy have been on full display in the news cycle this year, particularly with his July appearance on a podcast called Bush Deep.

A game involving Kylie Minogue and a discussion about the Japanese prime minister and a gift of melons generated drawn-out criticism and an apology from Albanese himself.

Albanese’s appearance on the Karl Stefanovic Show in February is another example.