Victorian election: Daniel Andrews’ carefully curated ‘dorky’ online persona
Daniel Andrews has amassed a huge, cult-like following on social media, but will it help him this election? He might not like the answer.
There’s not many politicians who would share a Spotify break-up playlist to promote the removal of level crossings.
Daniel Andrews would. In fact, he did.
It is just one of many clever or cringe (depending who you ask) posts the Victorian Premier (or more correctly, his media team) has shared on social media to connect with young voters.
Since the election campaign started on November 2, he has shared a mock Wikipedia page declaring level crossings are an “endangered species”, compared a free rego announcement for apprentices to how many “smoko” meat pies it would buy, and joked the hardest part of new student nurses getting their HECS debt wiped is remembering their MyGov password.
But the jokes started well before then.
The Premier has shared the Suddenly 30 movie poster with Jennifer Garner wearing a construction hat – the film’s title changed to “Suddenly 110 level crossing removals”. The caption read: “We’re Garner get it done.”
He has shared a screenshot of a Spotify playlist called “Boomgate breakups” with Ariana Grande’s thank u, next leading the track list. That caption read: “This one goes out to all the level crossings we haven’t removed. Yet.”
110 gone by 2030.
— Dan Andrews (@DanielAndrewsMP) November 1, 2022
We're Garner get it done. pic.twitter.com/imRZgxVIiM
This one goes out to all the level crossings we haven't removed.
— Dan Andrews (@DanielAndrewsMP) October 26, 2022
Yet. pic.twitter.com/XwWTXT8J8z
He has edited the book cover of Hairy Maclary from Donaldson’s Dairy to promote new dog parks and used an image of Bart Simpson writing a list of Victorian schools on the Springfield Elementary School chalkboard to announce school upgrades.
Even his Covid restriction-related jokes in 2020 were well-received. Though it must be said not by all.
Back in April 2020, Mr Andrews’ team jumped on a social media trend and posted to Facebook: “Good morning to everyone except those ignoring the rules and putting everyone else at risk.” It gained more than 70,000 like, love and laugh reactions.
He followed it up in November the same year with, “Good morning to everyone except those wearing their mask under their nose at the supermarket.”
That one got more than 80,000 positive reactions.
Want to stream your news? Flash lets you stream 25+ news channels in 1 place. New to Flash? Try 1 month free. Offer available for a limited time only >
Mr Andrews has 1 million Facebook followers. That’s 26 times more than his NSW counterpart Dominic Perrottet and 14 times more than Victorian Opposition Leader Matthew Guy – his competition at next week’s state election.
On Twitter, Mr Andrews has about 429,000 followers compared to Mr Perrottet’s 44,000 and Mr Guy’s 30,000.
Over on Instagram he has 221,000 – significantly more than the other two leaders – and on TikTok he has 108,000. Mr Guy has just over 2000 and Mr Perrottet doesn’t have an account.
Despite having a social following an influencer would envy, how much influence does Mr Andrews’ “I’m down with the kids” tone on social media actually have on winning votes?
According to University of Melbourne’s School of Social and Political Sciences Associate Professor Lauren Rosewarne, not a lot.
“Pre-existing sentiments about a politician undoubtably influences the way you read their social media posts: if you like the person then you are likely more willing to be generous in your reception; if you dislike them then the clunky tweet just confirms all your worst expectations,” Prof Rosewarne told news.com.au.
“With this in mind, I don’t think that the style of messages themselves are going to impact the election. In fact, I would assume most people recognise that it’s not really Dan Andrews or Matthew Guy sending those tweets.
“That said, the contents of those messages – new policy announcements for example – may be the kind of things that sway swinging or undecided voters, although that would likely happen regardless of where the announcement was made – be it on social media, or behind a lectern.”
In contrast Deakin University communications associate lecturer Emily Wade strongly believes a social media strategy like Mr Andrews’ can influence political outcomes.
“It’s an interesting one and there’s different studies across the world that have looked at social media activity and how that does influence election results, and we can pretty safely say that it does,” Ms Wade told news.com.au.
“Even if you look at Dan Andrews’ team in the last state election, his team was already being very strategic with their communications and social media was a big part of that, and they won very clearly.
“I think we can safely say this kind of strategy and social media engagement does really work and can influence outcomes.”
Ms Wade said it was clear the tone of Mr Andrews’ social media was intended for young voters and while he was currently ahead of the game in Australia, she believed it would not be considered a unique political strategy in the future.
Rowland rejects ‘wild claims’ about ‘Big Brother bill’
Australians understand that false claims spread at speed and scale on social media. Conspiracy theories go from fringe to mainstream in a matter of hours, and can put lives at risk, argues Michelle Rowland.
Age limits first step in big tech battle
The Albanese government says it’s holding ‘big tech to account’ and age limits for kids on social media are the first step.
New details revealed in teen social media ban
As Australia gears up to stop young children from accessing social media platforms, teens caught flouting the pending age ban will not face penalties.