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Influencers, not journalists or politicians, drove nearly half of Canada\u2019s online political conversation during this spring\u2019s federal election, according to new research. The report from the Canadian Digital Media Research Network (CDMRN), coordinated by McGill University and the University of Toronto\u2019s Media Ecosystem Observatory, found that influencers accounted for 47 percent of political content on major social platforms.<\/p>\n
The findings signal a major shift in how Canadians consume political information. Where traditional news outlets and political figures once shaped debate, the study shows that social media personalities now dominate the online public sphere.<\/p>\n
\u201cInfluencers surpassed both media organisations, which contributed 28 percent, and politicians, who made up 18 percent of the online political narrative,\u201d said Aengus Bridgman, director of the Media Ecosystem Observatory. He told The Canadian Press this represents a clear break from previous elections, when journalists and party leaders set much of the tone through posts and coverage.<\/p>\n
The rise of influencers follows sweeping changes in how major platforms handle news. Meta\u2019s 2023 decision to block news sharing on Facebook and Instagram in response to the federal government\u2019s Online News Act effectively removed traditional outlets from those platforms, creating what the report calls an \u201cinformation void.\u201d Twitter\u2019s transformation into X under Elon Musk also contributed to fragmentation, as many centrist and left-leaning users migrated to alternatives such as Bluesky.<\/p>\n
Researchers tracked about 4,000 Canadian entities \u2013\u00a0from politicians and media organisations to influencers and civic groups\u00a0\u2013\u00a0across X, Instagram, TikTok, Bluesky, YouTube and Telegram. Between February 23 and May 28, they captured 1.52 million posts. Much of the influencer content focused on reaction and opinion rather than facts or policy details.<\/p>\n
The study notes that the distinction between influencers and journalists is not always clear. Many political influencers also have roles in mainstream outlets. For the purposes of the research, influencers were defined as individuals with at least 10,000 followers whose content is mainly political but not limited to their professional work.<\/p>\n
The report urges influencers to recognise their growing democratic responsibility by verifying information, disclosing sponsorships and promoting credible voting information. It also warns that without stronger transparency and access to data from platforms, Canada risks entering future elections \u201cless prepared, more divided, and more exposed to manipulation.\u201d<\/p>\n
An accompanying analysis of federal party candidates\u2019 social media use found the Conservatives dominated X with 34 percent of posts, followed by the Liberals at 31 percent. Liberals were more active on Instagram and Bluesky, while the NDP favoured TikTok. The result, researchers say, is a fragmented and polarised online ecosystem that could deepen political divisions.<\/p>\n