NSW Labor leader Chris Minns has emerged as the most prolific user of Chinese social media app WeChat before the NSW state election, according to new research, in a move which may attract voters in key battleground seats.

Mr Minns, whose seat of Kogarah has the state’s third-highest number of people with Chinese ancestry, according to the Australian Bureau of Statistics, bought 22 advertisements on two prominent WeChat official accounts – Sydney Today and Sydney Impression – between February 27 and March 9.