In GE2025, podcasts have emerged as a potent tool for politicians to engage voters

[SINGAPORE] The popularity of video podcasts in this year’s general election suggests a shift in how potential candidates engage with voters – rather than relying on polished images and soundbites, they are playing directly to voters’ desire for longer, more nuanced conversations.

Over the past year, Singapore politicians have made significant appearances on local independent podcasts, such as Yah Lah But, Political Prude and The Daily Ketchup. Prime Minister Lawrence Wong’s interview on the latter has racked up more than 263,000 views on YouTube since its release in January. The top comment, with 980-odd likes, expressed disbelief that the prime minister would ever be on such a medium.

Indeed, the rising use of podcasts for political communication stands in contrast to Singapore’s past generations of leaders – who mainly engaged in the suit-and-tie style of mainstream media interviews.