the home ground advantage
There’s a difference between saying you represent your community… and actually showing that online.
It’s easy to get caught up in the politics and the city, state or nationwide messaging you need to deliver.
But the people who support you?
They’re not living in the bubble.
They want to know what it means for them. And that means getting really local on your socials.
This week in The Bright Spot, we’re looking at the home ground advantage — and how to show people you’re representing them, not echoing messages from the halls of power.
breaking bad news.
If you want people to believe your messaging - you need to show them proof.
And this reel from Amelia Hamer, a Liberal candidate for Malvern in Victoria, does just that.
Instead of simply parroting the party line that “the government is broke”, Amelia shows tangible evidence of what a lack of money looks like, and how that directly impacts residents in her community.
why it works:
It opens with emotion and a bleep.
Amelia’s reaction to the damage - complete with an expletive - acts as an instant audio hook. It feels human and unscripted while demanding attention.It features a walk and talk.
This shows Amelia on site, positioning her on side with the community.It shows receipts
Overlay images provide evidence, while also keeping the visuals interesting.It follows a storytelling arc
After hooking you, the reel builds context and background, while identifying the villain and the victims. This arc keeps people watching to find out what happens next.It gives close-ups for big reveals
Amelia is back on screen to share specific details that drive home her case. Close framing increases the impact.It uses pop-culture for connection.
The Breaking Bad reference reinforces how bad the situation is, while giving the audience a “I get that reference” point of connection.It ends with empathy and a key message.
This wraps up a great story that clearly demonstrates the problem Amelia wants voters to ponder.
How to apply it:
Use your home ground advantage. Find local events, locations and experiences you can use to reinforce key messages and policies.
Hook your audience with emotion - and a reaction that feels human.
Show your audience visible proof.
Tell a story while delivering specific key facts. This is engaging, but also demonstrates credibility.
A local story is always going to be more interesting and compelling for your community than just sharing a line.
split the screen, bridge the gap.
Almost all footage from the chamber is terrible on social media.
Speeches. Question Time bickering. They might matter politically, but they rarely connect online.
Monique Ryan’s split screen does something different.
It grabs attention immediately. The movement and dual visuals hold the eye.
More importantly, it reframes the chamber footage. Instead of leaving it in Canberra, she brings it home.
The split screen becomes a bridge.
And then she doubles down - explicitly connecting what she raised in Parliament to what’s happening in her community.
It’s not just “look at me in the chamber.”
It’s:
“This is what I did there — and this is what it means here.”
down on the corner.
I’ve already declared my undying hatred for politicians posting about where they are.
Which makes Community Corner posts dangerous territory.
Sharing photos of you out in the electorate talking to someone (possibly a staffer) is not great content. Even if it is important to show that you were out and about.
So what should you do?
This reel from Tim Wilson is a good example.
He leans into the “yap video” trend, casually wrapping up what he’s been doing and the conversations he’s been having.
It’s authentic. It’s real. And it’s much better than a photo of the back of someone’s head.
daddy’s home - and you can be too.
Trends can be tricky… but this is one you can jump on to show how well you look after community, just like Alice Jordan-Baird.
What you will need:
four things you do for your community that fit this question and answer format:
Q: Does he ________?
A: I do.four clips related to the above points that end with you looking at the camera confidently.
