Meltwater has revealed its insights into the social media engagement of The Voice To Parliament and the campaigns for Yes and No.
The most recent collection of data (August 11) by the media monitoring company reflects the difference in reactions and sentiments of Australians from the news presented to them and online interactions. The data does not reflect any ‘poll-like’ data and is not it an indication of support.
Meltwater noted that the Yes campaign has seen a much higher volume of mentions than the No campaign over the year. This finding has been consistent throughout the year, with the following share of voice.
Meltwater has revealed its insights into the social media engagement of The Voice and Yes campaign.
The most recent collection of data (August 11th) by the media monitoring company reflects the difference in reactions and sentiments of Australians from the news presented to them and online interactions. The data does not reflect any ‘poll-like’ data and does not indicate support.
Meltwater noted that the Yes campaign had seen a much higher volume of mentions than the No campaign over the year. This finding has been consistent throughout the year, with the following share of voice.
Yes vs No campaign by source-type
Noting Reddit is the only network where the No Vote campaign discussion is most prevalent (57%).
The media monitoring company found that Reddit is the only platform where the discussion of the No Vote campaign is most prevalent, at 57%.
On Twitter (now X), the Vote Yes campaign made 772 million impressions, and the Vote No campaign had 334 million. Looking at engagement on the platform, the Vote Yes campaign had 2.17 million interactions and the Vote No campaign: had 1.48 million.
Breaking the data down further, Meltwater noted that of the Vote Yes demographic on Twitter, 53.3% identified as male, while 46.7% identified as female. In terms of the Vote No demographic, the data revealed 61.5% identified as male, while 38.5% identified as female.
Spikes in engagement and mentions
Meltwater noted that there have been four key spikes in engagement and mentions on The Voice throughout the year.
The first was the Liberal Party’s confirmation of its opposition to The Voice on the 5th/6th of April; this was followed by the Nationals announcing its opposition on May 27th.
The next spike was on June 19th, when the referendum was passed into law, and Lidia Thorpe made her speech in Parliament. Rounding out the spikes so far was on August 6th when News Corp commissioned a poll by Redbridge that suggested the No vote was ahead.
How the conversation is flowing
Meltwater also noted that among the top Subreddits for The Voice are r/AustralianPolitics/ with 32.1k mentions, r/Australia/ with 23.2k mentions and r/AskAnAustralian/ with 2.93k mentions.
Meanwhile, the top hashtags include #voicetoparliament with 278k mentions, auspol with 258k mentions, #voite yes with 135k mentions and #voteno with 68.6k mentions.
For those who prefer a visual approach, Meltwater found the top emojis for the different votes.
Top Emojis (all)
Top emojis (Vote No)
Top emojis (Vote Yes)
Ross Candido, vice president, ANZ and SEA of Meltwater, said: “During this significant time when the Australian public is deeply engaged in The Voice referendum discussion, the high volume of information flooding in from both the Yes and No campaigns, alongside the multitude of online conversations stemming from the debate, presents a considerable challenge for Australians as they try to navigate through this intricate web of information.
“Based on the data we’ve been analysing through our Meltwater platform, it’s been interesting to observe spikes in engagement for both the ‘vote yes’ and ‘vote no’ campaigns across different demographics as major organisations, key personalities, media and political parties have announced their position, sparking further conversations among Australians.
“We can hardly ever predict the true outcome until the votes are in, but it will be interesting to see how the conversation evolves in the coming months.”
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Top image: PM Anthony Albanese at The Garma Festival, on Arnhem Land in the Northern Territory from X