Influencers, not traditional media outlets or political figures, were the dominant voices online during Canada’s spring federal election, according to a new report that reveals a dramatic shift in how Canadians consumed political content.
The study, released by the Canadian Digital Media Research Network and coordinated by McGill University and the University of Toronto’s Media Ecosystem Observatory, found that influencers accounted for 47 per cent of all political content across major platforms. By comparison, news outlets generated 28 per cent and politicians only 18 per cent.
“This is new to this election … materially different,” said Aengus Bridgman, director of the Media Ecosystem Observatory. In previous campaigns, media organizations and politicians shaped the narrative through frequent posts and widely shared stories. “That is simply not true anymore,” he said.
Researchers tracked around 4,000 Canadian entities between February 23 and May 28, capturing 1.52 million posts across X (formerly Twitter), Instagram, TikTok, Bluesky, YouTube, and Telegram. They found that Canadians increasingly gravitated toward influencer content—often commentary and reactions rather than hard facts or policy explanations.
The report attributes this shift in part to Meta’s 2023 news-sharing ban on Facebook and Instagram, which created an “information void” now filled by less trustworthy sources, as well as Elon Musk’s changes to X, which drove some users toward alternative platforms.
Influencers in the study were defined as individuals with at least 10,000 followers, posting predominantly about Canadian politics, and offering more than just professional or journalistic content. Many blurred the line between influencer and media figure by combining commentary with traditional reporting.
While the rise of influencers did not change the election outcome, the report warns that Canada’s information environment is increasingly shaped by “digital manipulation, political polarization, and weakened platform governance.” Without transparency and reform, it cautions, future elections could leave Canadians more vulnerable to misinformation and interference.
The researchers urged influencers to recognize their growing democratic responsibility by fact-checking, verifying information, disclosing sponsorships, and helping audiences navigate credible sources during elections.