Yes,that was Steven Miles peeling carrots on TikTok. Here’s what he’s trying to do

Two words can sum up most Queensland politicians’ foray into the world of TikTok:Millennial pause.

The term refers to the one to two seconds of dead air at the beginning of a TikTok video while the speaker checks it’s recording – the tell-tale sign they’re on an app full of people younger than themselves.

At 46,Queensland Premier Steven Miles is no Millennial,but he’s not part of the TikTok generation either.

That hasn’t stopped him giving it a go. He’scutting fruit and vegetables for his daughter’s lunch box,he’spromoting the government’s free kindy program,and he’s announcing tourism vouchersfrom a jetski.

If you’re familiar with these videos but aren’t on TikTok,you might have encountered them elsewhere – on Instagram,Facebook or even X (formerly Twitter). It’s a common tactic to reach as many people as possible.

But politicians dipping their toes into TikTok could backfire,QUT social media researcher Professor Axel Bruns warns.

“If people work out that this is basically just cookie-cutter stuff,that it’s really just the same content being pushed through all these platforms … people on TikTok are going to say,‘Well,do you really want to reach me here?’”

So,what’s so special about TikTok? It comes down to the dominant demographic. More than half of its Australian users were younger than 24 in 2022,according toStatista.

“Ignoring TikTok could mean missing out on a significant demographic and losing an opportunity to shape the narrative among younger voters,” Social Cut director Ella Doyle explains.

And where Instagram content tends to focus on the aspirational,TikTok’s differentiator is its authenticity.

“While it’s essential for politicians to adapt to the tone and style of each platform,they must also remain true to their values and avoid trying too hard to appear relatable,” Doyle says.

“The ideal approach involves striking a balance between professionalism and authenticity,showcasing personality without sacrificing credibility.”

Each politician brings their own approach

Miles isn’t the first state leader to venture onto the app.

Former Queensland premier Annastacia Palaszczuk was relatively active during her time in the top job,regularly roping in ministers tojump on trends. (That’s how we learned that Treasurer Cameron Dick’s top song of 2023 was Kylie Minogue’sPadam Padam.)

LNP Opposition Leader David Crisafulli has also been cultivating a following – so far,he’s amassed almost 30,000 followers compared with Miles’ 10,000-odd – with some key differences in his approach.

Miles’ videos appear to be painting a picture of relatability. Recently,he waspeeling carrots while talking about the state’s housing market.

The responses on TikTok weren’t all supportive. Voters criticised not only his government’s policies but also his kitchen skills.

“Poor excuse from a poor government,and[too] little[too] late,your government dropped the ball,” one user wrote. “You can’t even peel a carrot ... it’s used the other way,” another quipped.

The comments onanother food-prep video were in the same vein.

“The random zoom in on the bread ended me,” one person said. “Sorry,what part of your $300k salary finds fresh fruit and veggies expensive?” asked another.

Crisafulli,meanwhile,is racking up the views with a morepolished,news-style approach,including scripted updates,and clips from Parliament and press conferences (though he’s been sharing his own cooking videos and kitchen “hacks” too).

Some of his highest-performing posts were a2022 clip discussing learner driver’s licence fees in Parliament,and avictim of crime talking at a Townsville press conference.

But while he has more followers,the comments are just as critical.

“What rock do you live under? In what universe do you think people are going to be able to buy a house[at the moment],they can barely afford food!” one person said on avideo about securing housing foundations.

“When politicians try[to] connect,” another wrote.

This illustrates the double-edged sword presented by social media – especially in the hands of politicians,who have more to lose than the average user.

Rememberformer prime minister Scott Morrison? His attempt to portray himself as a relatable home chef in 2022 backfired when questions turned towhether his chicken korma was properly cooked.

Morrison vehemently denied the chicken was undercooked,but the narrative lingered. Miles and Crisafulli will be hoping they avoid a similar fate.

“Avoiding mistakes is possibly more important than trying to use a platform,” Bruns points out.

One more thing … doesn’t the state government ban TikTok on its devices?

Yes,that’s correct. The Chinese-owned app is banned from state government devices – something highlighted by a user on a video Miles shared recently.

Under the Queensland government’sUse of TikTok application policy,which dates from April 2023,it’s prohibited to install or use TikTok on any “government provided” smartphones,tablets,laptops and desktops.

This is in line with the federal government’s direction on the topic,which introduced a blanket ban,only offering exemptions on a case-by-case basis.

We asked Miles and Crisafulli to explain how they’re getting around the ban.

An opposition spokesperson said Crisafulli has followed the advice of the Clerk and uses TikTok on a secondary device.

Brisbane Times understands the Miles government takes a similar approach.

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