Power Shift: The Rise of Political Influencers in Canada
Media Ecosystem Observatory
New brief shows influencers now drive most online political engagement in Canada, outpacing media outlets and politicians combined.
The last three years have seen systemic shifts in the information ecosystem, which have had tremendous impact on the way Canadians engage online. Our newest brief “Power Shift: The Rise of Political Influencers in Canada” finds that political influencers have become central figures in Canada’s online political conversation, reshaping how information flows between media, politics, and the public.
This brief offers the most comprehensive analysis on the role they play in the Canadian information ecosystem. Analyzing more than nine million social media posts across six platforms from January 2024 to July 2025, the brief shows that influencers command more attention online than traditional institutions (generating 63.9% of all engagement).
“Influencers are now central to Canadian’s information diets and play an active role in amplifying or framing key events. If we want to understand how ideas spread, we need to pay attention to these networks and the audiences they reach.” - Zeynep Pehlivan, Digital Trace Lead, Media Ecosystem Observatory
The brief finds that 42 percent of Canadians report engaging with influencers on political topics, rising to 64 percent among Canadians aged 18 to 34. This growing reliance signals a significant change in how Canadians learn about and debate politics online. The study also shows that influencer activity is highly responsive to political events. Posting volume peaked at 220 percent above baseline during the 2024 British Columbia and 2025 federal elections, confirming their pivotal role in shaping real-time political narratives.
“It’s not a surprising trend. Public trust in traditional institutions has been declining, and news outlets are becoming less visible on social media. Platform changes, including algorithmic shifts and Meta’s news ban in Canada, have made it harder for traditional media to reach audiences, creating space for influencers to fill the gap.” - Aengus Bridgman, Director, Media Ecosystem Observatory
Traditional institutions such as newsrooms, political parties, and advocacy groups now reach smaller and more segmented audiences. Political influencers have stepped into that space, acting as information brokers who shape what Canadians see, share, and discuss online.
The result is a powerful but fragmented information ecosystem where attention is concentrated in a few influential networks. For communicators, civil society and policymakers, the message is clear: broadcast-style communication is no longer enough. Reaching Canadians today means engaging specific communities, collaborating with trusted voices, and timing outreach to key moments when public attention peaks.
The full brief is available here.
This Brief is produced as part of a series by the Media Ecosystem Observatory intended to benchmark the health of the Canadian Information ecosystem, political discourses, and the attitudes and behaviors of Canadians.
For media inquiries, please contact:
Isabelle Corriveau