Coverage of the budget was transformed at the hands of content creators like mental health advocate Milly Rose Bannister, Cheek media co-founder Hannah Ferguson and podcast host Daphne Berry.

Chatfield first gained a public profile after appearing on TV show The Bachelor and is now a podcast host and media personality.

Abbie Chatfield was once a contestant on The Bachelor, but is now a podcast host and media personality. Source: AAP / Darren England

In the lead-up to the election, Chatfield has interviewed Prime Minister Anthony Albanese and Greens leader Adam Bandt, hosted a DJ event with Bandt and the Greens, and made regular posts about the election and policies.

“I’ve always found her to be making it engaging and bringing to the surface the things that are often not spoken about enough.”

“I haven’t found Abbie to be forceful to tell me who to vote for, so that’s also something that I’ve really respected … her message has been one of empowerment,” she said.

It’s a ‘responsibility’ to be part of the conversation

“At the end of the day, they’re likely very good communicators who are passionate about something and they’ve grown an online community who have shared values with them,” she said.

Singer Jack River, whose real name is Holly Rankin, supports musicians and content creators who speak about politics and policy. Source: Supplied

This election, Rankin believes young voters and social media are becoming more powerful.

“If they’re not getting it [from] politicians themselves, if they’re not reading the news, how else are they going to get this information?” 

Youth vote is transforming the election campaign

“That’s going to be highly influential and far more influential than what we would expect from a politician directly,” Grantham said.

Dr Susan Grantham says social media has become an essential tool in political campaigns. Source: Supplied / Susan Grantham

Hannah Ferguson, founder and CEO of news commentary platform Cheek Media, told SBS News she believes political parties are beginning to recognise the power of social media and podcasts in driving change.

“Our ability to communicate directly with our audiences about the issues that matter to them is far more engaged and far more relevant than large parts of legacy media.”

‘Demand’ for influencers to have political opinions — and to talk about them

“And we are the most powerful voting bloc in Australia in the lead up to the federal election.”

Daphne Berry is the host of Airing Your Dirty Laundry. Source: SBS News

Fellow content creator Daphne Berry said she believes many young voters turn to new media platforms for more relatable discussions about politics.

“[I then] explain it to people who … don’t fully understand what’s going on in the country.”

Criticism of influencers and AEC investigation

Clips of Chatfield’s interviews with Bandt and Albanese were reviewed by the AEC after Liberal senator Jane Hume questioned if they had breached electoral rules by not including an authorisation statement.

“What we do see is influencers taking on a similar role, and some of them are doing that very, very well, but they don’t have to work to the same ethical codes or media law that go along with this sort of public commentary.”