NSW Premier Mike Baird has kicked off the state election by laughing at himself — and his foes — on Youtube.

The popular politician posted a video of himself reading mean messages on Thursday, a take-off of a US talk show segment by comedian Jimmy Kimmel.

Haters gonna hate, but Mr Baird said he was going to take the advice of his daughters, and pop star Taylor Swift, and “shake it off”.

• Haters are gonna hate’: Nats MP quotes Taylor Swift
• Gender pay gap hits record high
• Qantas finds clear air, but at what cost?

“You look like the smiling assassin. Your charming smile hides your black, Liberal heart,” reads Mr Baird, as ‘Everybody Hurts’ by R.E.M. plays in the background.

Mr Baird cracked up at another tweet, which suggested he was the devil.

“Mike Baird, I knew you were in Newcastle yesterday coz I could smell the stench of sulfur coming from your pitchfork from over 10 miles away,” he read, breaking into laughter.

“This guy should be a writer. I like that. That’s actually quite clever,” he said.

He appeared confused about a tweet that said the premier hates Justin Bieber.

“Yeah, of course I hate Justin Bieber. Who doesn’t hate Justin Bieber?”

He said his daughters are Taylor Swift fans and they’ve given him sage Swifty advice about trolling: just shake it off.

The video even has a blooper reel at the end, set to the tune of Swift’s hit song, of course.

The video was taken down by Youtube a few hours after it was posted for copyright infringement, but luckily one user captured it, allowing Mr Baird’s comedic genius to go on for another day.

—with AAP.