Influencers welcomed into federal budget lock-up

The Albanese government has invited social media influencers to the budget lock-up for the first time, including one who offers advice on ‘ways to talk with a Dutton supporter.’

Hannah Ferguson has been welcomed into budget lock-up. Picture: supplied

The Albanese government has invited “lots of” social media influencers to the budget lock-up for the first time.

The lock-up is a process where journalists are given access to budget documents and officials ahead of time. Journalists are bound by confidentiality and are cut off from outside communication until the Treasurer delivers his budget address in parliament.

Left-wing social media influencer Hannah Ferguson, who runs ‘Cheek media’ – which has 158,000 Instagram followers – on Tuesday posted to her Instagram account that she and “lots of content creators … have been invited to attend this budget and receive a briefing”.

She would be in Canberra for the budget lock-up on Tuesday, her post read.

“I need to be in parliament by 2.30pm to go through security and get ready for the federal budget lock up,” she wrote.

The government told The Australian it sought to communicate with Australians “where they are an in the form they want to consume it”.

“Almost half of Australians primarily consume their news online through new media, podcasts and social media,” a government spokeswoman said.

“That percentage is even higher for young Australians.

“We want to make sure that we are sharing our plan to build Australia’s future with all Australians, where they are and in the form they want to consume it.

“If Australians are accessing news and engaging with politics online then we want to make sure we are communicating with them there as well as through well-established traditional media channels.”

Ms Ferguson is involved with a campaign funding body for independent candidates and her company sells partisan merchandise that reads “good morning to everyone except Peter Dutton”.

@hannahferguson__

♬ Would That I (True that I saw her hair like the branch of a tree) - Hozier

The Climate 200-esque Vida Fund, whose advisory council Ms Ferguson sits on, reportedly has a $100,000 war chest to fund female independent campaigns such as that of Bradfield teal challenger Nicolette Boele or Caz Heise in Cowper.

Ms Ferguson’s social media posts skew against the Coalition.

One video two months ago was a guide on “ways to talk with a Dutton supporter” and another said “Peter Dutton isn’t for the average Australian, he’s for billionaires”.

Another TikTok post criticised the Coalition’s announcement ending work-from-home for public servants.

“This policy will increase the cost of living for employees and excludes people from the workforce who require flexible work options, like parents and carers,” she said. “This is a Trump style policy designed to exclude, not improve.”

In another post, Ms Ferguson shared pictures of herself meeting Greens, Labor, and independent MPs in parliament weeks ago, including Greens leader Adam Bandt, Senator Sarah Hanson-Young, housing spokesman Max Chandler-Mather, and teal independents Monique Ryan and Allegra Spender.

Cheek media has also previously published a video sponsored by the Super Members Council – the peak organisation for industry super funds – in which Ms Ferguson said Australia’s superannuation system “discriminates against young people” citing rules about superannuation for under 18-year-olds and a 30-hour-per-week floor on which superannuation had to be paid.

Both parties have made a concerted effort to engage with social media more in this election cycle than in the past. For example, the Anthony Albanese sat down with reality TV star-turned broadcaster Abbie Chatfield for her podcast and with satirical online publication Betoota Advocate’s podcast last week. Peter Dutton gave an interview to former Olympic diver Sam Fricker two months ago.

The penetration of influencers in Australian politics is not yet as robust as in the US, where social media influencers and self-styled “independent” journalists played a more prominent role during the recent general election and have since been promised access to the White House briefing room.

Then-candidate Donald Trump frequently gave interviews to conservative podcasters and social media influencers during the 2024 presidential campaign, reportedly on the advice of his 18-years-old son Barron Trump.

Some experts have raised concerns about an expanded role of partisan influencers in the media landscape, saying it could undermine faith in institutions.