In the final week of campaigning of Election 17, Instagram has provided a snapshot of the 10 most engaged political candidates and their top over-performing posts.
Instagram has become an essential tool in the campaign toolkit, offering a front row seat and backstage pass to the election. It offers a new form of civic engagement for an increasingly digital population with both candidates and the Instagram community showing a more personal side of politics.
The account with the most interactions (favorites and comments) over the last 30 days belongs to the Labour Party Leader Jacinda Adern (51,863) who also has the highest following of all New Zealand’s politicians (27,346). The second next politician generating the most interactions is National’s Upper Hutt candidate Chris Bishop (14,494), followed by National Party Leader Bill English (11,151). Green Party candidate Chloe Swabrick (5,462) takes #4 in the total interactions list and is closely followed by her party colleague Hayley Holt (3,244).
The ten most engaged politicians (and total interactions) over the last 30 days:
|8||Julie Anne Genter||2,264|
The most followed Instagram account belongs to Jacinda Adern (27,364), a change from July when this title was held by Green Party candidate Hayley Holt who is now the second most followed (13,305). Chloe Swarbrick (8,446) takes the third place (also cameoing in 7th) and is followed by National Party Leader Bill English (4,432) in forth, the same place he held in July. National Party’s Chris Bishop (1,793) has the fifth most followed account – but has the second highest total interactions.
The ten most followed politicians over the last 30 days:
|7||Julie Anne Genter||1,546|
|10||Bala Venu Beeram||1,314|
“Instagram has grown in recent years to become an essential tool in the campaigning toolbox. It’s become the place for candidates to share a more personal side of politics, and where people express themselves during major civic and cultural moments,” says John Tass Parker, Head of Politics and Government, Instagram.
Below is the top ‘overperforming’ Instagram post (based on a post’s engagement relative to other posts from that account), for each candidate in the top ten, over the last 30 days. These show candidates on the campaign trail, from Jacinda Ardern preparing for a leaders debate, to Nikki Kaye visiting residents in central Auckland, and James Shaw planting trees in Island Bay.
1. Jacinda Ardern in the green room before the TV3 leaders debate.
2. Chris Bishop’s flash back Friday tribute to Beatles haircut.
3. Bill English on with son Xavier out on the campaign trail
4. Chloe Swarbrick in Cuba Street, Wellington
Today I have voted, met a sausage dog, and helped release the Green’s Youth Mental Health policy. It may be the best day ever, not least because mental health is a deeply personal issue for me, as it is for many individuals, whānau and friends affected around the country. In government, we will deliver free unlimited counselling services to under 25s, and so much more, with an evidence-based, fully costed policy. We aren’t talking about just statistics. We are talking about people’s lives.
5. Hayley Holt works the phones for the Ilam Greens in Christchurch
6. Nikki Kaye campaigning in central Auckland.
7. Kiri Allan’s picture of a very cute newborn Hiwa-i-te-rangi Rangitaia Ramarihi Allan-Coates.
Sup Aunty @jacindaardern. Yup, just watched my first Leaders debate and thought you aced it. Sorry for standing you up in Gizzy as well, but look forward to cuddles ASAP. Kia ora folks, my name is Hiwa-i-te-rangi Rangitaia Ramarihi Allan-Coates. I was born on 29 August at 11.17pm weighing in at a solid 9.2lb and 57cm long. My māmā @natcoates was freakin’ amazing – and holla to all the amazing māmā out there that bring life into the world. Y’all are amazing. Can’t wait for cuddles with all my new aunties, uncles, nannies, poppies and new buddies. ❤️❤️❤️
8. Julie-Anne Genter enjoying a Hawkes Bay beach.
9. Baljit Kaur selfie in front of a former Labour PM’s home.
10. James Shaw tree planting in Island Bay.