As Australia prepares to vote in the 2025 federal election on May 3, a notable shift in political strategy is emerging, particularly among candidates vying for seats in electorates with significant Chinese-speaking populations. In a significant move, both major party candidates and independents are ramping up their engagement with Chinese-Australian voters through popular Chinese social media platforms, including WeChat and RedNote.
These platforms, which were once viewed with suspicion due to national security concerns, are now central to political campaigning, with candidates leveraging them to reach a crucial demographic that had been largely underrepresented in previous election cycles.
The Role of WeChat and RedNote in Australian Elections
WeChat, which is used daily by around 60% of Chinese Australians, and RedNote, which has about 70,000 active users in Australia, have emerged as key platforms for political content. This marks a clear shift, as candidates from both the Liberal and Labor parties — including those from local races in areas like Bennelong and Bradfield — significantly increased their presence on these platforms starting January 2025.
Research by Dr. Fan Yang from the University of Melbourne has shown that the Liberal Party has dramatically increased its advertising presence on WeChat, with over 220 authorized Liberal ads, compared to only 35 from Labor. The increased usage of these platforms is part of the Coalition’s broader effort to regain the support of Chinese-Australian voters, a demographic that significantly swung against them in the 2022 federal election, mainly due to the Morrison government’s hardline rhetoric on China and its mishandling of pandemic-era racism.
Bennelong and Other Key Battlegrounds
Bennelong, which has a Chinese heritage population of nearly 30%, has become a key battleground in the use of Chinese social media for campaigning. Liberal candidate Scott Yung has launched a multilingual campaign on WeChat and RedNote, with content in Mandarin, Cantonese, and Shanghainese. This targeted approach is especially important in a community where only 25-26% of Mandarin or Cantonese speakers are proficient in English.
Labor’s incumbent MP Jerome Laxale in Bennelong is also engaging with voters on Chinese social platforms, as are candidates in other constituencies such as Reid, Chisholm, and Menzies. These efforts reflect a growing recognition that to reach younger, more diverse constituents, candidates must engage on the platforms where these voters are most active.
Cultural Connection and Political Messaging
Candidates are also using Chinese social media to connect on a cultural level, beyond direct policy discussions. Posts featuring politicians enjoying Chinese cuisine, attending Lunar New Year celebrations, or visiting Asian grocery stores are common. This approach is not only about policy but also about demonstrating cultural sensitivity and building rapport with voters.
Labor MP Sally Sitou emphasizes that reaching out to the Chinese community through these platforms is vital for multicultural engagement. “You wouldn’t expect to speak to young people through traditional newspapers. You’d speak to them through social media like Instagram or TikTok. Similarly, for the Chinese community, platforms like WeChat and RedNote are essential tools to engage with them,” Sitou said.
Challenges: Misinformation and Content Control
While Chinese social media offers a direct line of communication to voters, it also raises concerns about misinformation. Deepfake videos and misleading content are circulating, as seen earlier this year when altered videos of opposition leader Peter Dutton appeared on RedNote with AI-generated Mandarin voiceovers misrepresenting his policies.
Voters, however, seem aware of the potential for both accurate and inaccurate information on these platforms. Some acknowledge that misleading content does circulate, but others feel confident in their ability to discern truth from fiction, thanks to other sources like newspapers and community events.
The Changing Landscape of Voter Engagement
The increasing reliance on platforms like WeChat and RedNote marks a significant change in how campaigns are conducted in Australia. Traditionally, politicians engaged voters through speeches, rallies, and media coverage, but with the rise of digital platforms, especially in electorates with diverse populations, social media has become essential.
Foreign Affairs Minister Penny Wong highlighted the importance of adapting to these changes. In an interview with SBS Chinese, she pointed out that, in this election, people would hear about the parties through traditional media, but they would also engage with content on social media platforms. This shift represents a broader trend in which digital engagement is now as crucial as traditional campaign methods.
With the election fast approaching, candidates are now using Chinese social media platforms not just as a supplementary tool but as a central strategy in their campaigns. In some cases, the race may very well be decided by how well candidates can leverage these platforms to communicate their messages to a crucial segment of the electorate.
The increasing use of Chinese social media platforms in Australian election campaigns signals a broader trend of digital engagement tailored to a diverse electorate. As candidates reach out to Chinese-Australian voters via WeChat and RedNote, they are acknowledging the growing importance of these platforms in shaping the political landscape. However, this new method of engagement also raises concerns about misinformation and content control, adding a layer of complexity to the ongoing electoral process.
