Navigating Social Media Echo Chambers and Content Creation Challenges

Debate about influencers, content creators and their role in political commentary and coverage has made the 2025 federal election campaign different from previous years. At the same time, the demographic split of voters has also changed significantly: for the first time, gen Z and millennial voters will outnumber baby boomers. Guardian reporter Rafqa Touma speaks to two of the most high-profile Australian creators on social media: Hannah Ferguson of Cheek Media Co and Konrad Benjamin, the creator behind Punter’s Politics