National and Labour swap policy for attack posts on Instagram
National and Labour now mention each other in more of their Instagram posts than they post about their own work alone, according to an RNZ analysis published on 1 October 2026. RNZ
Over one month, each party mentioned the other more than 100 times. The posts included memes, expose-style headlines and direct comparisons. For the staff who run the accounts each day, that volume counts. It is steady attack content, not the odd contrast post.
Examples included a meme of Labour leader Chris Hipkins in a doorway described as a "sleep paralysis demon", and one of National leader Christopher Luxon taking a selfie with his tongue out. The RNZ piece was titled 'Politicians are trying to be funny online - young voters are cringing'.
Labour leaned further into attack. Three in four Labour posts mentioned National, with only 39 posts in the month focused solely on Labour. National mentioned its opponents just as often, the analysis found, but put up almost as many posts focused on itself.
Mona Krewel, of Victoria University, has tracked party social media since 2020 through the New Zealand Social Media Study. She said both major parties are using a high level of negative campaigning, meaning they put out negative material about the other side. She said it can backfire, because voters dislike constant hostility and want more focus on policy. She said Labour is more negative than National, which she said is normal for the party out of government.
Young viewers were blunt. Victoria University students told RNZ the party memes were so cringe they had to laugh. Tawera Anderson was among the students quoted by RNZ. Ben Uffindell, who runs the satirical site The Civilian, called the party memes "cringe-worthy" and said they had "never gotten a laugh out of him".
Labour defended its mix. A Labour spokesperson said its accounts use policy posts, comparisons and humour to reach people. The party said it is promoting three free GP visits a year, cheaper public transport, a freeze on fuel tax, and action on hidden fees and grocery prices. National declined to comment on its strategy. A National spokesperson claimed the party had more than 100 percent more engagement than Labour since Monday.
This debate is not new. Rova published a 2023 round-up of six of the wildest social media posts from New Zealand politicians this election cycle. Rova In August, the BBC published "The dangers of politicians being 'too online' - or not ...". BBC That wider debate about political explainers included Cody Dahler, a comedian who posts explainers to two million followers.
The broader context here is a trade-off familiar in the Beehive. Attack travels well on Instagram. Policy does not. Posts that attack the other side offer conflict, faces and a clear opponent, which the app's system tends to reward. Policy detail is harder to cut into short, shareable posts.
Looking to the 2026 campaign, the risk is familiar. Krewel warned that too much hostility turns 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 and contrast. National, in government, has more ministerial work to promote, which helps explain its more even split. Both are hoping humour will make the attacks land with under-30s. The early response from those voters is doubtful. It cuts both ways.
