Prime Minister Anthony Albanese has come out on top in Fabulate's analysis of TikTok engagement against Coalition leader Peter Dutton and Greens leader Adam Bandt. The influencer marketing platform's analysis revealed that the Labour leader's TikTok presence significantly outpaced his rivals in terms of views, likes, and comments.

According to Fabulate's findings, Albanese's TikTok videos are viewed six times more than those of Dutton and nine times more than Bandt's. His TikTok account is also outperforming his party's official account, as well as those of Dutton and Bandt. Albanese's most viewed TikTok video, which discusses Australian values and the importance of taking care of people, has garnered over 400,000 views.

In comparison, Dutton's most watched TikTok video, a photo montage addressing housing affordability, has achieved 130,000 views. Bandt's top video, focusing on the legalisation of marijuana, has reached 90,000 views. Each of the three leaders' TikTok accounts have between 100,000 and 200,000 followers, with the largest demographic being aged 18-24 and predominantly male.

Nathan Powell, Chief Product and Strategy Officer of Fabulate, said: "One of the defining things about TikTok is that it’s not solely your follower account which determines how far your videos go... Clearly the Albanese team have learnt a lesson or two about TikTok and are following best practice on the platform, which is posting consistency and having clear content pillars to message to your audience.

"The numbers they are getting are clearly resonating but it appears to be largely, if not wholly, organic reach. Based on these figures, all three parties should be considering boosting their leaders’ accounts to reach new and engaged audiences, especially those aged 18-24."

Fabulate suggests that all three political parties should consider enhancing their leaders' TikTok accounts to engage with new audiences, particularly those in the 18-24 age bracket. Per Powell: "As ever with social media the things that get traction are varied, and it’s interesting to see which videos did well during the first half of the Election Campaign."

"When you consider the younger and more male-skewing audiences of the leaders’ TikTok accounts it’s not surprising that free Medicare, housing affordability and legalisation of marijuana would resonate with this audience... Content featuring people and issues is resonating the most."

"While meme-generated content, which has generated news headlines, is not the content that is travelling the furthest. The memes that have performed well have been based on well known franchises such as The Simpsons, Minecraft and Seinfeld," he said.

"Politicians are always obsessed with polling and data. A platform like TikTok is useful in gauging what issues and topics are resonating particularly with younger voters. Smart politicians and parties should be using the platform to test messages in real time and adapt to the evolving campaign."