Social Media Content Creators Respond to Criticism Over Budget Lockup Access
Content creators from social media platforms, invited to cover the Labor government’s budget, have pushed back against what they describe as “dismissive” remarks from politicians and established media outlets regarding their inclusion in the budget lockup. These digital media figures argue that new media channels are essential for elucidating political and economic matters to broader and more diverse audiences.
Invitations and Participation
Approximately a dozen content creators, many boasting follower counts exceeding 100,000 – predominantly specializing in personal finance advice or catering to younger demographics – were invited by the Labor Party to Canberra to participate in the budget lockup. They were granted opportunities to interview senior government ministers, including Prime Minister Anthony Albanese, Treasurer Jim Chalmers, Finance Minister Katy Gallagher, and Environment Minister Tanya Plibersek. Several invitees disclosed to Guardian Australia that the Australian Labor Party (ALP) covered expenses such as flights, accommodation, and associated travel costs for select creators.
Creators Defend Their Role
Milly Bannister, a prominent advocate for youth mental health and one of the invited creators, commented on the reactions, stating, “Some traditional media commentators appeared uneasy with our presence, which I acknowledge represents a change. However, we are not here to supplant journalists; our aim is to enrich the national conversation by adding supplementary perspectives.”
Bannister further elaborated, “Generation Z often feels disconnected from political processes, not from a lack of interest, but because traditional communication methods have not effectively engaged them in their own language. We are endeavoring to bridge that communication gap.”
Context and Previous Engagement
The Labor government’s invitation to a group of popular Instagram and TikTok creators to cover the budget on Wednesday afternoon included individuals largely focused on personal finance or news tailored for younger audiences. While some creators stated on their channels that this marked the inaugural invitation for creators or new media to cover a budget, government sources clarified that a similar initiative had been conducted in 2024, albeit with less media attention.
Media Presence and Lockup Conditions
Numerous major news organizations, including Guardian Australia, had reported prior to the lockup that social media creators would be among those covering the budget. While the majority of mainstream media personnel operated within their usual press gallery offices under lockup protocols, the content creators were accommodated in a separate conference facility. However, they were subjected to comparable regulations as journalists, including the temporary surrender of their mobile phones.
Travel Assistance Details
Several creators confirmed to Guardian Australia that they were offered support with travel arrangements to Canberra. Sources indicate that the ALP organization extended assistance to specific creators, particularly those whose social media activities do not generate substantial income, clarifying that public funds were not utilized for this purpose. Some creators opted to decline this assistance, while others accepted.
Political Reactions and Influencer Engagement
Hannah Ferguson, co-founder of the youth news platform Cheek Media, affirmed on Instagram, “I funded my own participation, recognizing this as a significant opportunity to reinforce the influence of new media in connecting individuals with political processes.”
Sources within the Coalition reportedly expressed surprise at the creators’ invitations to the budget lockup, highlighting that some, including Ferguson, had previously voiced criticism of Peter Dutton and the Coalition. Citing an instance in January, Ferguson, in a collaborative Instagram post with fellow creator Abbie Chatfield, shared an image of a notepad displaying the phrase “How to keep Peter Dutton OUT”.
The inclusion of social media influencers in the budget lockup reflects a broader trend among politicians to engage with disengaged voter segments through channels like popular podcasts, social media platforms, and influencer partnerships.
Government Rationale and Logistics
A government spokesperson stated, “The ALP maintains an ongoing engagement strategy with content creators. The party provided logistical support to some content creators to facilitate their travel to Canberra for budget week, ensuring accessibility.”
“Equivalent logistical support was extended during engagement activities in 2024. No payments were made for content creation or expressed opinions,” the spokesperson added.
The office of Katy Gallagher, the Minister for Finance and Women, is understood to have played a key role in the selection process for inviting creators to Parliament House.
Criticism and Senator’s Clarification
The creators’ participation drew criticism from certain segments of the established media and online commentators. Liberal Senator Andrew Bragg posted on X (formerly Twitter), “The government, influenced by vested interests, is allowing the cash for comment contingent into the budget lockup.” He subsequently clarified that his commentary specifically addressed apprehensions regarding superannuation entities “remunerating a cohort of influencers to skew the superannuation for housing policy debate in the upcoming election,” and was not intended as a blanket critique of all participating creators.
Senator Bragg later told Guardian Australia, “I appreciate the concept of citizen journalism… I am pleased to see them included in the budget lockup.”
Creator Responses to Criticism
Natasha Etschmann, a finance content creator with 167,000 Instagram followers, who was among the budget lockup invitees and interviewed Prime Minister Albanese, dismissed Bragg’s and associated criticisms as “hypocritical,” noting that the senator had recently appeared on her podcast.
“People attempt to discredit us simply because we operate on social media. They apply the ‘influencer’ label, presuming it equates to being frivolous or uneducated,” Etschmann asserted.
Bridging the Political Divide
Molly Benjamin, founder of Ladies Finance Club with 63,000 Instagram followers, stated, “Politics can often seem like an exclusive domain, yet political decisions profoundly impact all Australians. Our presence served to interpret complex information for our specific demographic; my primary audience is young women.”
Benjamin suggested that critics of creators’ inclusion in the budget process might be experiencing “feelings of being threatened” and characterized media coverage of the event as “dismissive.”
“Is there a perception that we are diverting some of their readership? I would argue that my audience is largely distinct from those who regularly consume traditional newspapers. Therefore, I am not surprised by the nature of the reaction,” she concluded.
Independence and Editorial Stance
The content creators emphasized that they received no remuneration for their budget coverage and were not obligated to publish any content related to the budget. Several creators defended their involvement amidst media scrutiny. Etschmann affirmed she would have accepted the invitation “regardless of which party was in government,” and noted that creators actively questioned government officials and ministers about omissions in the budget, such as inadequate support for childcare services or financial abuse victims.
“Our participation was not simply due to Labor’s invitation. Meaningful debate occurred, and creators raised concerns and expressed disappointment regarding areas insufficiently addressed in the budget,” she concluded.