Why National and Labour keep posting memes about each other
National and Labour now spend more of their Instagram posts talking about each other than about their own work alone, according to an RNZ analysis published on 1 October 2026. RNZ
Over one month, both parties mentioned the other side more than 100 times. The posts were memes, expose-style headlines and side-by-side comparisons. That volume matters. It is a daily habit, not a one-off.
One meme showed Labour leader Chris Hipkins in a doorway, called a "sleep paralysis demon". Another showed National leader Christopher Luxon taking a selfie with his tongue out. RNZ called its story 'Politicians are trying to be funny online - young voters are cringing'.
Labour attacked most. Three out of four Labour posts mentioned National. Only 39 posts in the month were just about Labour. National mentioned its rivals just as often, but it also posted almost as much about itself.
Mona Krewel, of Victoria University, has studied party social media since 2020 in the New Zealand Social Media Study. She said both big parties use a lot of negative campaigning. That means putting out negative material about the other side on purpose. She said it can backfire, because voters do not like constant fighting and want to hear about policy. She said Labour is more negative than National, which is usual for the party not in government.
Young viewers were blunt. Victoria University students told RNZ the party memes were so cringe they had to laugh. Tawera Anderson was among those quoted by RNZ. Ben Uffindell, who runs satire site The Civilian, called the memes "cringe-worthy" and said they had "never gotten a laugh out of him".
Labour stood by the mix. A Labour spokesperson said its pages use policy posts, comparisons and jokes to reach people. It said it is pushing three free GP visits a year, cheaper public transport, a freeze on fuel tax, and action on hidden fees and grocery prices. National would not comment on its plan. A National spokesperson claimed it had more than 100 percent more engagement than Labour since Monday.
This is not new. In 2023 Rova collected six of the wildest social media posts from New Zealand politicians this election cycle. Rova In August the BBC asked about "The dangers of politicians being 'too online' - or not ...". BBC That debate included Cody Dahler, a comedian who explains politics to two million followers.
The broader context here is simple. A fight in the playground draws a crowd, while homework does not. Attack posts bring conflict and clear faces, which Instagram rewards. Policy detail is harder to cut into short posts people share.
Looking to the 2026 campaign, the risk is familiar. Krewel warned that too much hostility puts voters off. Extra reach shows up overnight. Any backlash is slower and harder to measure in polls. Labour, in Opposition, has more reason to compare. National, in government, has more ministerial work to post about, which helps explain its more even split. Both hope jokes will sell the attacks to under-30s. The early reply from those voters is doubtful. It cuts both ways.
