Social Media and Politics

reed awards 2026 finalist

EOK Consults Named Finalist for the 2026 Reed Awards

Industry News and Events, Social Media and Politics

EOK Consults is proud to announce that we have been named a finalist in multiple categories at the Reed Awards 2026, one of the most prestigious global honours in political campaigning, public affairs, and advocacy communications. This recognition reflects a year of record-breaking campaigns, innovative digital strategy, and measurable results delivered for candidates, causes, and organizations across Canada. After also being recognized as finalists in 2024, this latest honour reinforces a consistent track record of excellence and positions EOK among the top political consulting firms operating today. What the Reed Awards Represent The Reed Awards are widely regarded as the gold standard in political campaigning. Named after campaign pioneer Stanley F. Reed, the awards recognize excellence across: Political advertising Campaign strategy Digital innovation Public affairs communications Advocacy campaigns Finalists are selected through a rigorous evaluation process judged by leading strategists, consultants, academics, and media professionals. Being shortlisted signals that a firm’s work ranks among the most effective and innovative in the industry. EOK’s Momentum Heading Into 2026 The past year has been a defining one for EOK Consults. Across federal, provincial, and municipal campaigns, our team delivered results that demonstrate the power of modern political digital strategy: Helped deliver historic victories, including major upsets and first-time candidate wins across all levels of government Achieved an 86% provincial win rate in Ontario Ran successful federal campaigns across five provinces Expanded our work portfolio and supported new advocacy and nonprofit causes Our approach blends data, storytelling, cultural insight, and compliance expertise – ensuring campaigns don’t just reach voters, but genuinely connect with them. Reed Awards 2026 Event Details The Reed Awards 2026 ceremony will take place: 📍 Location: Charleston Gaillard Center 🌎 City: Charleston 📅 Dates: March 11–12, 2026 The event brings together top political consultants, campaign professionals, public affairs leaders, and strategists from around the world to celebrate excellence and exchange insights shaping the future of campaigning. EOK Consults is honoured to be attending alongside some of the most respected firms and strategists in the field. Why This Recognition Matters Industry awards are not just symbolic – they signal credibility, trust, and proven performance. For campaigns and organizations choosing a consulting partner, recognition at this level demonstrates: Verified results Strategic sophistication Creative innovation Industry leadership Being named a finalist confirms that EOK’s work stands alongside the most effective political campaigns internationally. A Testament to Clients and Campaign Teams This recognition belongs not only to our team but also to the candidates, organizations, and partners who trust us with their campaigns. From local municipal races to national advocacy initiatives, the success of our work is built on collaboration, shared vision, and a commitment to ethical, impactful communication. Looking Ahead As we head into a busy election cycle year, including major municipal contests across Canada and ongoing advocacy campaigns, the political communications landscape continues to evolve rapidly. Being named a Reed Awards 2026 finalist is both a celebration of past results and motivation for what comes next. We’re excited to connect with peers, learn from global leaders, and continue pushing the boundaries of what modern political campaigning can achieve.

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Ontario Municipal Elections 2026: Digital Campaign Strategies

Ontario Municipal Elections 2026: Digital Campaign Strategies That Win Local Races

Political Digital Strategy, Social Media and Politics

Digital Dynamics Shaping Local Voter Engagement: Ontario Municipal Elections The Ontario Municipal Elections in 2026 will not resemble past local contests. While lawn signs, door-knocking, and all-candidates meetings will remain important, they are no longer sufficient on their own. Voter behaviour has shifted decisively toward digital channels, even in smaller municipalities. Campaigns that fail to adapt risk being invisible to the very voters they need to persuade and mobilize. Across Ontario, municipal elections are increasingly shaped by digital-first campaigning, which includes social media advertising, localized voter targeting, rapid-response communications, and data-informed messaging. This is not about importing federal or provincial tactics wholesale. Municipal elections operate under different rules, timelines, and voter expectations. But the core reality is clear: local races are now won and lost on digital strategy as much as on the ground. Based on experience supporting municipal, provincial, and federal campaigns across Canada, including record-setting municipal victories in Ontario and Atlantic Canada, EOK Consults has seen how digital execution directly affects outcomes. As Harneet Singh, Managing Principal of EOK Consults, has noted in recent media discussions, municipal campaigns that treat digital as an afterthought often discover too late that voters have already formed opinions online. This blog examines what is happening ahead of the 2026 Ontario Municipal Elections, why it matters now, and how candidates, campaign managers, advocacy groups, and nonprofits can apply practical digital campaign strategies to win local races.  Looking for the Ultimate Guide to Campaigning? Check out this article. Why the Ontario Municipal Elections In 2026 Are Different A low-information environment with high digital influence Municipal elections in Ontario are historically low-information contests. Turnout is lower than in provincial or federal elections, local media coverage is uneven, and many voters decide late. This creates both a challenge and an opportunity. Digital platforms increasingly fill the information gap: Voters search candidates’ names on Google and social platforms. Community Facebook groups and WhatsApp chats shape perceptions. Short-form video influences name recognition and credibility. Local issues trend online faster than they appear in traditional media. For the 2026 Ontario Municipal Elections, these dynamics are amplified by several factors: Continued decline of local newspapers and radio coverage. Higher reliance on social platforms for local news. Increased use of paid digital advertising by serious campaigns. Greater scrutiny of online political advertising transparency. Campaigns that understand these shifts can shape the narrative early. Those who do not are often defined by others. Demographic and behavioural shifts at the local level for Ontario Municipal Elections Municipal elections Ontario-wide are also being reshaped by demographic changes: Younger voters are more likely to engage digitally than through canvassing. New Canadians often rely on in-language digital content and community networks. Renters and commuters consume political information primarily online. Issue-based voters follow specific causes, not party brands. Understanding the Rules: Digital Campaigning in Ontario Municipal Elections Before examining tactics, it is essential to understand the regulatory context. Key legal considerations for municipal digital campaigns Under Ontario’s Municipal Elections Act: Candidates must register before raising or spending money on advertising. Digital advertising counts toward campaign spending limits. Third-party advertisers face separate registration and spending rules. Advertising must include proper identification of the candidate or advertiser. Platforms may impose additional requirements for political ads. Unlike federal elections, Ontario municipal races do not benefit from centralized party infrastructure. This makes compliance, budgeting, and execution more complex at the local level. Campaigns should also be aware of platform-specific rules, including Meta’s political advertising requirements and Google’s political ads policies, which can affect approval timelines and targeting options. Consulting official sources such as Elections Ontario and platform transparency libraries is essential for compliance and credibility. Ontario Municipal Elections and the Shift to Digital-First Strategy Why digital strategy now determines local visibility In municipal election campaign environments, name recognition is often the decisive factor. Digital channels provide the fastest and most cost-effective way to build it. Effective digital-first strategies allow campaigns to: Reach voters repeatedly in their daily media habits. Target messages by geography, language, and interests. Control messaging rather than relying on earned media. Respond quickly to emerging local issues or attacks. Measure what is working and adjust in real time. Campaigns that rely exclusively on signs and door-knocking often underestimate how many voters never open the door or never see a sign. Digital ensures reach beyond physical limitations. Lessons from recent Ontario municipal races Recent Ontario elections demonstrate clear patterns: Winning campaigns invested early in digital presence, not just late-stage ads. Candidates with consistent social media content outperformed better-known rivals who went silent online. Issue-based messaging tailored to specific wards or neighbourhoods drove higher engagement. Digital advertising reinforced, rather than replaced, ground campaigns. These lessons are explored further in EOK’s Ultimate Guide to Social Media and Politics in Canada, which examines how digital platforms shape political behaviour at every level of government. Building a Winning Digital Foundation: Ontario Municipal Elections 1. Candidate brand and narrative clarity for Ontario Municipal Elections Municipal elections are personal. Voters are not choosing parties; they are choosing people. A strong digital foundation begins with clarity: Who is the candidate? What do they stand for? Why are they running now? How do they connect to local concerns? Digital content should consistently reinforce this narrative across platforms. Incoherent or sporadic messaging undermines trust and recognition. Campaigns should ensure: A professional website with clear issue positions. Social profiles that are active, authentic, and locally focused. Visual consistency across ads, graphics, and videos. Messaging that reflects lived experience in the community. 2. Platform strategy: choosing the right channels Not every platform matters equally in every municipality. For most Ontario municipal elections: Facebook and Instagram remain essential for reaching older voters, families, and community groups. TikTok and short-form video are increasingly influential among younger voters and renters. Google Search and YouTube play a role in name recognition and issue research. Email and SMS can support mobilization later in the campaign. Campaigns should prioritize platforms based on local demographics rather than trends. EOK’s Most Comprehensive Guide to Political Marketing in Canada

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2026 Ontario Municipal Election

2026 Ontario Municipal Election: The Ultimate Guide to Campaigning, Voter Outreach & Social Media Success

Campaign Advertising Insights, Political Digital Strategy, Social Media and Politics

The 2026 Ontario Municipal Election, scheduled for Monday, October 26, 2026, will be one of the largest democratic events in Canada. With 444 municipalities, thousands of candidates, and millions of eligible voters, it’s a political moment that will shape the future of Ontario’s communities for years to come. For candidates running for Mayor, Regional Chair, Councillor, or School Board Trustee, the stakes are high. Campaigns are shorter, resources are tighter, and the electorate is more diverse and digitally connected than ever before. While traditional tools like lawn signs, flyers, and door-to-door canvassing still matter, the deciding factor in 2026 will be digital strategy — particularly social media, targeted advertising, and precision voter outreach. This guide covers everything you need to know to compete and win in the 2026 Ontario municipal elections — from rules and compliance to proven digital strategies that have delivered historic victories across Ontario. Key Dates and Rules for the 2026 Ontario Municipal Election Election Day: Monday, October 26, 2026 Nomination Period: Expected to open May 1, 2026 and close August 30, 2026 at 2 p.m. Voting Method: First-past-the-post (FPTP), single-member wards or at-large depending on the municipality Candidate Eligibility: Canadian citizen At least 18 years of age Live, own property, or be the spouse of a property owner in the municipality Not disqualified under the Municipal Elections Act Unlike federal and provincial elections, municipal campaigns operate under local clerks’ oversight, not Elections Ontario. This means rules and spending limits vary depending on the municipality. For example, in the 2018 Toronto Mayoral Election, the spending limit for a mayoral candidate exceeded $1.3 million, reflecting the city’s size and scale. By contrast, in smaller municipalities, limits can be under $20,000. Lesson for candidates: Your digital strategy should be tailored to your ward, municipality, and available budget. The High Stakes of Ontario’s Mayoral Campaigns Ontario’s municipal races — particularly for mayor in major cities like Toronto, Brampton, Mississauga, and Ottawa — are increasingly high-profile and high-cost. In the 2023 Toronto Mayoral By-Election, over 100 candidates registered. Leading campaigns spent millions on advertising, outreach, and GOTV (get out the vote) operations. In Brampton, mayoral campaigns have consistently involved six- and seven-figure budgets, with digital advertising now accounting for a growing share. Smaller municipalities like Richmond Hill, Vaughan, and Pickering have also seen increasingly competitive races, where digital campaigns have tipped the balance in tight contests. This trend matters because 2026 will see even more competitive mayoral races, as incumbents face challengers and voter expectations rise. Why Social Media & Digital Advertising Will Decide 2026 Ontario Municipal Election Ontario’s population is among the most digitally connected in North America: Over 90% of Ontarians use the internet daily (Statistics Canada). 80%+ of voters use social media, with Facebook, Instagram, TikTok, and YouTube leading usage. Ontario is one of the most culturally diverse regions in the world, home to communities speaking hundreds of languages. That means a candidate who invests wisely in digital can outperform larger campaigns, reaching specific demographics — youth, newcomers, homeowners, renters, cultural groups — with precision that traditional methods can’t match. Traditional door-knocking will always matter. But in 2026, voters will make decisions online before they ever meet a candidate in person. Social Media Best Practices for 2026 Ontario Municipal Election Candidates 1. Facebook & Instagram Still the most powerful platforms for reaching voters across all age groups. Run localized ads targeting your ward/municipality. Use carousel ads to showcase policy priorities. Post community-focused updates with photos/videos from local events. 2. TikTok The fastest-growing platform, especially for young voters. Short, authentic videos highlighting your campaign message. Engage with trending audio while keeping it professional. Showcase personality — voters connect with candidates who feel real. 3. YouTube & Google Ads Pre-roll ads reach voters before videos. Google search ads capture voters researching candidates, voting rules, or issues. 4. LinkedIn & X (Twitter) Great for thought leadership, engaging professionals, journalists, and community leaders. Use for endorsements, policy rollouts, and credibility. Pro tip: Content must be consistent, authentic, and community-driven. The most successful municipal candidates position themselves not as “politicians” but as neighbors and community champions. Compliance: Municipal Election Advertising Rules in Ontario Every candidate must comply with the Municipal Elections Act. Key rules: Spending limits vary by office and municipality. Always check with the municipal clerk. Third-party advertisers must register if they plan to spend money promoting or opposing a candidate. Digital ads must include disclaimers, identifying who paid for them. Contributions: Only individuals who are Ontario residents can donate. Corporations and unions are prohibited. For details, see Ontario Ministry of Municipal Affairs and Housing – Municipal Elections. Trends Shaping the 2026 Ontario Municipal Election AI-Powered Targeting – Campaigns are increasingly using AI tools to segment voters and deliver hyper-targeted messages. Multicultural Outreach – Ontario’s diversity means in-language advertising (Punjabi, Mandarin, Tamil, Italian, etc.) will be a game-changer. Programmatic & CTV Ads – Connected TV and digital streaming ads will be used by larger campaigns to replicate broadcast reach with precision. Youth Engagement – TikTok, Instagram Reels, and YouTube Shorts will play a major role in mobilizing young first-time voters. Data-Driven GOTV – Voter mobilization will rely on SMS, WhatsApp, and email reminders. EOK’s Proven Track Record in Municipal Campaigns At EOK Consults, we’ve built a reputation for delivering results in municipal elections across Canada — from Ontario’s largest cities to Atlantic Canada and the Prairies. We’ve had the privilege of working with a large number of councillors, regional councillors, and Mayors — including high-profile mayoral campaigns across the GTA, including Toronto, Brampton, and other municipalities where digital strategy became a decisive factor in victory. In St. John’s, Newfoundland, we helped power a historic win — Kate Cadigan’s election as Councillor-at-Large, where she earned 16,577 votes, the highest of any candidate, even surpassing the Mayor-elect. That campaign demonstrated how a well-executed digital strategy can redefine what’s possible in local elections. Our impact has also been recognized nationally. CBC News recently featured EOK in its coverage of Alberta’s municipal election, highlighting how

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Alberta 2025 Municipal Election

Alberta’s 2025 Municipal Election: The Ultimate Guide to Campaigning, Voter Outreach & Social Media Success

Social Media and Politics

The Alberta municipal election in 2025 is shaping up to be one of the most dynamic and digitally driven campaigns in recent memory. With sweeping new rules, a permanent voter registry, and the introduction of political parties in cities like Edmonton and Calgary, candidates and voters alike are navigating a rapidly changing landscape. In this guide, we break down everything you need to know — from key dates to compliance changes — and most importantly, how to use social media effectively in Alberta municipal election campaigns.  Whether you’re running for office or simply looking to stay informed, this is your one-stop resource for success in 2025. When is the Next Municipal Election in Alberta? If you’re wondering “When are Alberta municipal elections held?”, here’s what you need to know: The next Alberta municipal election takes place on Monday, October 20, 2025. Municipal elections in Alberta occur every four years, on the third Monday in October. These elections cover: City and town councillors Mayors and reeves School board trustees This election will be unlike any before — not just because of new technologies and social media, but due to major rule changes introduced by the Alberta government under Bill 20. What’s New for the 2025 Alberta Municipal Election? The 2025 election comes with sweeping legislative changes, including: 1. Permanent Voter Registry (Register by August 15) Albertans must now join a permanent electors list to vote. You can register or update your voter info at voterlink.ab.ca by August 15, 2025. If you moved, changed your name, or became eligible recently, update your info early. If you miss the deadline, you can still register in person on election day. 2. Ban on Electronic Vote Tabulators Electronic ballot tabulators are no longer allowed. Ballots will now be hand-counted, increasing labour costs and election timelines. 3. Introduction of Political Parties at the Municipal Level (Calgary & Edmonton Only) Municipal political parties and slates of candidates are now allowed — but only in Calgary and Edmonton. Parties can now fundraise, endorse, and appear on ballots. 4. Corporate & Union Donations Are Back Corporate and union donations — previously banned — are now permitted again. Contribution caps apply: Up to $5,000 per donor (individual, corporation, or union) per jurisdiction annually. 5. Spending Limits & Rules for Local Parties Candidates: up to $1 per person in municipalities where they run. Third-party advertisers: half that rate. Total candidate cap: $100,000 in a city of 100,000. Why Social Media Is the Most Powerful Campaign Tool in the 2025 Alberta Municipal Election? With political parties entering the local race, and new money flowing into campaigns, digital communication is more important than ever. Social media allows candidates to: Speak directly to voters Share platforms and priorities in real time Compete with bigger campaigns on smaller budgets Recruit volunteers, donors, and supporters instantly Whether you’re in Red Deer, Fort McMurray, Lethbridge, Calgary, Edmonton, or a rural ward, having a strong, strategic digital campaign is no longer optional — it’s essential. Organic vs Paid Social Media: Where Should You Be in 2025? Organic Platforms (Free, Community-Driven) Platform Best For Facebook Community updates, photo albums, live Q&As Instagram Reels, behind-the-scenes, local visual content X (Twitter) Media, breaking news, rapid responses TikTok Younger voters, authenticity, storytelling LinkedIn If targeting professionals, endorsements Tip: Organic growth takes time. Build your audience now — not in the middle of the campaign. Paid Platforms (Targeted, Scalable) Platform Ideal Use Case Meta Ads (FB/IG) Geo-targeted voter outreach, video boosts Google Search Ads Appear when people search your name/issues YouTube Ads Affordable storytelling for long-form content Display Retargeting Stay top-of-mind for website visitors With new spending rules and more players in the field, digital ads are one of the only ways to compete fairly in 2025. Social Media Tips for 2025 Alberta Municipal Campaigns Start with a Clear MessageWhy are you running? What’s your vision? Anchor your content around your values and community goals. Post Real People Doing Real ThingsSelfies at events, short videos with supporters, or quick walk-and-talk clips connect better than polished ads. Engage DailyVoters expect to hear from you, and the algorithms reward consistency. Even a simple post can boost your visibility. Use Reels, Stories & Shortform VideoVideo is 3x more engaging than static posts. Use captions and local language where possible. Respond (Professionally) to CommentsWhether it’s praise or criticism, your response shows voters how you’ll behave in office. Do’s and Don’ts for Social Media in the 2025 Alberta Municipal Election ✅ Do ❌ Don’t Register on the permanent electors list by Aug 15 Ignore voter list deadlines or ad compliance Disclose your campaign identity in all ads Use copyrighted material without rights Use paid ads responsibly with clear objectives Waste money boosting every post — be selective Create content in multiple languages if needed Assume one-size-fits-all for diverse Alberta communities Monitor your analytics and adjust weekly Set it and forget it Political Marketing in Alberta Is Evolving. Are You? With new party dynamics, funding rules, voter registration systems, and hand-counted ballots, the 2025 Alberta municipal election will be the most complex ever. And with all that complexity, a clear, confident, and consistent digital presence could be what sets you apart. How EOK Consults Can Help? At EOK Consults, we specialize in helping municipal candidates win — not just by running ads, but by building digital strategies that: Grow trust and visibility Comply with Alberta’s changing election laws Target the right voters with the right message Deliver measurable results with campaign-level reporting Reach multicultural and multilingual communities From Fort Saskatchewan to Calgary’s Ward 12, we’ve helped candidates connect, engage, and win. Let’s Build Your Winning Campaign Ready to take your digital campaign seriously? Email us at info@eokconsults.com or book a free consultation to get started. Further Reading: Types of Facebook Political Ads in Canada How to Choose the Best Political Digital Marketing Agency for Your Campaign’s Success? Advertising Guidelines for Political Advertising

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Canada’s 2025 Federal Election

Canada’s 2025 Federal Election: How Social Media, TikTok, and Digital Campaigning Shaped The Outcome

Social Media and Politics

Updated as of May 03, 2025. TL; DR: Canada’s 2025 federal election was a digital-first campaign like no other. From record-breaking Meta ad spending to TikTok influencers driving political conversations, the race unfolded online. In this blog post, we break down the platforms, strategies, and moments defining this historic election. Canada’s 2025 Federal Election and Social Media: A Complete Guide to Digital Campaigning, Meta Ads, and Viral Influence As Canada wrapped up its 2025 federal election, we witnessed a digital campaign unlike any in the country’s history. With over 19.5 million ballots cast and a voter turnout rate of 68.65%, Canada’s 2025 federal election saw digital campaigning play a defining role. The Liberals, who led Meta spending throughout the campaign, secured 169 seats and 43.7% of the popular vote, outperforming the Conservatives’ 144 seats and 41.3%. Political parties unleashed a blitz of targeted Meta ads, last-minute influencer partnerships, and rapid-response social content in hopes of shaping perceptions and sealing support.  Why #Elxn45 is a Digital Election Like No Other The 2025 Canadian federal election ushered in an unprecedented era of digital campaigning. What began as a trickle in previous cycles became a full-blown flood of social media ads, influencer content, and algorithm-savvy messaging. Campaigns didn’t just reach voters through door-knocks and lawn signs – they showed up big time in Instagram stories, TikTok “For You” pages, and sponsored posts between reels. More than 2 million Canadians voted on the first day of advance polls, a figure that shattered expectations and demonstrated the growing effectiveness of digital outreach. Youth voter turnout, traditionally a concern in Canada, was on an upswing, in part due to the smart, consistent use of platforms like TikTok and Instagram to engage younger audiences. TikTok creators continued to shape the conversation for younger voters, and influencer engagement helped the NDP and Greens punch above their media weight, even if that didn’t translate into a proportional number of seats. The results confirm what digital strategists have long known: attention online drives turnout offline. Campaigns that mastered audience targeting, localized messaging, and culturally competent creative saw the biggest returns at the ballot box. Meta Ads: The New Front Line of Persuasion Facebook and Instagram Spending Soars If there’s one battlefield where parties invested heavily, it’s Meta platforms. Facebook and Instagram remained the top destinations for political advertising dollars in 2025. According to reporting by The Logic, these platforms continued to deliver scale, microtargeting, and measurable ROI, particularly useful in the vast and diverse Canadian electorate. The Liberals and Conservatives both invested millions into Meta ads, but their approaches differed. While the Liberals ran a blend of national branding and localized persuasion ads backed by strong investment (and leading the Conservatives almost always during the writ period), the Conservatives took a creative-first approach. Their content strategy focused on daily video releases, compelling storytelling, and issue-specific messaging that was constantly adjusted based on performance. Want to run persuasive Meta ads for political campaigns? Check out our Ultimate Guide to Facebook Political Ads in Canada.  Language and Localization: Winning Ethnic Votes One of the most noticeable shifts in 2025 was the growing sophistication of ethnocultural outreach. The Conservatives ran a series of attack ads in Punjabi, targeting specific ridings with tailored narratives. It’s a strategy that not only signalled cultural competency but also demonstrated how Meta’s targeting tools can be used to reach linguistic and geographic niches with pinpoint accuracy. The Liberals returned fire with their own set of translated graphic ads in Punjabi, Urdu and Hindi, but didn’t invest much in high-quality video ads, unlike the Conservatives. TikTok, Influencers & Viral Moments in the 2025 Federal Election TikTok and the Power of Influence TikTok emerged as a major player in this election, not because of official party content, though there was some, but because of the rise of political influencers. From creators posting comedic takes on policy to earnest explainers about climate legislation, content creators helped shape the narrative for millions of users. As explored by The Globe and Mail and Hill Times, the impact of these voices was both measurable and grew rapidly with top influencers raking in millions of views on their videos discussing the election, key moments and policy promises. What makes TikTok distinct is its ability to elevate moments that would otherwise be niche algorithmically. One video explaining Pierre Poilievre’s housing plan or criticizing Mark Carney’s economic stance can quickly amass hundreds of thousands of views, especially when repackaged with trending audio or pop culture references. From Mike Myers to Edmonton Crowds Some of the biggest viral moments in 2025 came from somewhat unexpected (but carefully orchestrated) sources. A nostalgic ad featuring Canadian actor Mike Myers – best known for his roles in Austin Powers and Wayne’s World – endorsing the Liberal leader Mark Carney, quickly racked up millions of views and sparked debate about celebrity involvement in politics. Meanwhile, Pierre Poilievre continues to demonstrate his ability to mobilize large crowds, none more striking than his Edmonton rally, which drew over 10,000 attendees and saturated social feeds with photos and videos. Jagmeet Singh, long known for his digital fluency, continued to punch above his weight class with engaging livestreams, TikTok trends like GRWM (which got over 4 million views) and Live Q&A. His connection with younger voters remained authentic and consistent, even though it didn’t translate into a big vote surge at the ballot box. Artificial Intelligence Joins the Campaign Team Content Creation and Microtargeting at Scale AI tools were used behind the scenes to accelerate campaign production and outreach. From writing ad scripts to analyzing voter sentiment, artificial intelligence was no longer a theoretical campaign tool – it was in daily use, both at the HQ War Rooms level as well as down to individual campaigns.  For instance, several campaigns used AI to test ad copy in multiple languages, speeding up outreach to multicultural communities without relying on slow human translations. Additionally, some campaigns deployed multiple ad versions using generative AI, which were then tested on platforms like Meta to determine what resonates best with

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Pierre Poilievre's YouTube channel

Unpacking Pierre Poilievre’s YouTube Success and the Liberals’ Digital Deficit

Social Media and Politics

Justin Trudeau’s resignation as Prime Minister and Liberal Party leader marks the end of an era in Canadian politics. While his departure opens the door to new leadership, it also leaves the Liberals at a crossroads. The next leader will face a daunting task: introducing themselves to millions of Canadians in a short period and rallying a fractured party for the 2025 election. Meanwhile, Pierre Poilievre and the Conservatives already have a powerful advantage: a dominant digital strategy centred on platforms like YouTube. This isn’t just about the Liberals finding a leader—it’s about catching up in a game the Conservatives have been winning for quite some time now. Why YouTube Matters in 2025?   YouTube’s importance in Canadian politics cannot be overstated. In a world where Meta’s ban on Canadian news has limited access to journalism on platforms like Facebook and Instagram, YouTube has emerged as the go-to space for unfiltered, direct communication. Canadians watch more YouTube than anyone else in the world, making it a critical platform for political engagement. Pierre Poilievre and his team recognized this early. Pierre Poilievre’s YouTube channel is a political powerhouse, with over 500,000 subscribers and more than 145 million views. In the last 30 days alone, his channel has garnered over 5 million views. Poilievre’s content strategy focuses on making complex issues accessible, using YouTube as a platform to amplify his narrative and mobilize his base. Whether or not the majority of viewers agree with his conclusions, his ability to connect with Canadians is undeniable. This digital grassroots approach has turned YouTube into more than a campaign tool for Poilievre—it’s a platform for shaping national conversations. His videos consistently attract millions of views, turning issues he prioritizes into topics of public debate. This level of influence presents a significant challenge for the Liberals’ incoming leader. The Liberals’ New Challenge For the Liberals, Trudeau’s departure adds urgency to their digital dilemma. The next leader will not only have to define themselves but also introduce their vision to a skeptical electorate in record time. Historically, the Liberals have relied on polished, top-down communication strategies. But in a digital-first world, where authenticity and relatability are prized, this approach risks falling flat. This contrast is most evident when comparing the parties’ presence on YouTube. Trudeau’s official channel has fewer than 40,000 subscribers and only about 2.5 million views—a fraction of Poilievre’s numbers. Before his resignation, the channel was attracting around 3,000 new followers monthly, compared to over 30,000 for Pierre Poilievre’s YouTube channel. While the Liberals have started to experiment with more relatable content, their efforts remain sporadic and lack the impact of Poilievre’s consistently strategic approach. The new leader will inherit a not-so-strong digital footprint that they will then have to expand and leverage. Digital Strategy: The Conservative Edge The Conservatives’ digital dominance extends beyond YouTube. According to Meta’s Ad Library, the CPC has consistently outspent the Liberals on social media advertising, often by staggering margins. In the fall of 2024, the Conservatives spent over $350,000 on Meta ads in a single month, while Liberal spending trailed far behind. This was on top of their record spending blitz in 2023. This disparity reflects not just a financial gap but also a strategic one. The Conservatives have embraced digital platforms as essential tools for voter outreach. Poilievre’s team has also mastered the art of creating shareable, engaging content that fosters a sense of community among supporters. His videos don’t just inform; they activate, encouraging viewers to participate in discussions and spread his message organically. https://www.youtube.com/watch?v=rnEj7WLsWbkhttps://youtu.be/vOB7-dbYuCc What’s Next? For the Liberals’ next leader, the stakes couldn’t be higher. The 2025 election will demand more than a charismatic presence or well-crafted policies—it will require a robust digital strategy that can compete with the Conservatives’ lead. The challenge is twofold: building a recognizable brand in record time and deploying a digital communication strategy that resonates with Canadians. This isn’t just about catching up to Pierre Poilievre’s YouTube numbers or outspending the Conservatives on Meta. It’s about understanding how to connect with voters in a fragmented media landscape where authenticity, accessibility, and engagement matter more than ever. As the Liberals navigate their post-Trudeau reality, they must confront a hard truth: their digital strategy is not just a weakness—it’s a liability. With Meta’s news ban shifting more Canadians to platforms like YouTube for information, the Liberals cannot afford to treat digital outreach as an afterthought. The 2025 election will test their ability to adapt to a rapidly changing political landscape. Pierre Poilievre and the Conservatives have shown what’s possible when digital tools are used effectively. For the Liberals, the path forward demands swift action, bold strategy, and a willingness to embrace digital innovation. One thing is clear: the road to Parliament Hill in 2025 starts online. The question is whether the Liberals can find their footing before it’s too late.

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social media and politics in Canada

The Evolution of Social Media and Its Influence on Politics in Canada

Social Media and Politics

Social media has transformed the way political campaigns are conducted in Canada. From shaping conversations to influencing election outcomes, its impact has been revolutionary. This blog explores the evolution of social media in Canadian politics, highlighting its past, present, and future. For a more detailed analysis, check out The Ultimate Guide to Social Media and Politics in Canada—your one-stop resource on this important topic. Social Media’s Rise in Canadian Politics: A Timeline The Early Days: How Facebook and Twitter Shaped Political Discourse in Canada The mid-2000s marked the emergence of social media in the Canadian political landscape. Platforms like Facebook and Twitter provided politicians with unprecedented access to voters, allowing them to bypass traditional media and communicate directly. In the 2008 federal election, politicians experimented with Facebook pages and Twitter posts to reach supporters, sparking the early days of digital political engagement. As these platforms gained traction, they became essential tools for organizing events, amplifying political messages, and engaging with the public. However, their initial impact was limited, as both politicians and voters were still adapting to this new form of communication. Key Milestones: Social Media’s Role in Federal Elections from 2011 to 2021 By the 2011 federal election, social media was no longer a novelty—it had become a critical element of campaign strategy. Politicians began using targeted ads and analytics to identify and engage key voter groups. Stephen Harper’s Conservatives led the way with highly focused digital campaigns, while Jack Layton’s NDP connected with younger voters through vibrant, relatable online messaging. The trend intensified during subsequent elections, and by 2021, political parties were spending significant amounts on social media campaigns. Reports indicate that Canadian political parties collectively spent over $10 million on digital advertising during the 2021 federal election, with Facebook and Instagram being key platforms. This massive investment underscores the importance of social media in reaching diverse demographics, from urban Millennials to suburban families. However, this reliance on digital platforms also raised questions about transparency, data privacy, and the ethical use of targeted ads. For voters, the constant bombardment of tailored messages highlighted both the potential and the risks of social media in Canadian politics. For a deeper dive into social media strategies from 2021, explore our blog Conservatives: Leadership Race 2022 – Facebook Advertising Spending Tracker. The Current Landscape: Emerging Platforms Like TikTok Redefining Engagement with Young Voters In recent years, TikTok has emerged as a powerful platform for engaging younger voters. With its short, creative videos, TikTok allows politicians to present their messages in a more personal and relatable manner. Leaders like Jagmeet Singh have effectively used TikTok to connect with Millennials and Gen Z, creating viral content that highlights key campaign themes while showcasing their personalities. Despite the rise of newer platforms, Facebook and Instagram continue to play a pivotal role, especially in connecting with older demographics and suburban voters. Meanwhile, Twitter remains a hub for political discourse and breaking news, often setting the tone for broader conversations across other platforms. Social media’s evolution has solidified its position as a cornerstone of Canadian political campaigns, driving engagement and reshaping how leaders interact with the public. Transforming Political Strategies Through Digital Platforms Source: Screenshots of Meta/Facebook ads being run by Federal party leaders. https://youtu.be/wu6EWiT5M5g Microtargeting Voter Demographics: Examples from Canadian Elections Political campaigns in Canada increasingly use data to target specific demographics. In the 2019 election, parties employed tailored Facebook ads to reach suburban families, seniors, and first-time voters. These targeted strategies highlight how social media and politics are becoming inseparable. Real-Time Campaigning: The Shift from Static to Dynamic Voter Engagement Gone are the days of static messaging. Now, political figures engage with voters in real-time, responding to questions and criticisms on Twitter or hosting live Q&A sessions on Instagram. This dynamic engagement fosters stronger connections with voters. Building Grassroots Movements: Case Studies of Social Media-Driven Advocacy in Canada Social media has given rise to grassroots movements that shape political agendas. For instance, the #IdleNoMore movement highlighted Indigenous issues, while campaigns like #ClimateStrikeCanada rallied young Canadians to demand action on climate change. Challenges and Risks in a Digitized Political Arena Combatting Misinformation: Examples of Misinformation Campaigns and Responses in Canadian Elections Misinformation campaigns, such as fake news during the 2019 election, highlight the dark side of social media in politics. While platforms like Facebook and Twitter have pledged to combat misinformation, the problem persists. Balancing Transparency and Privacy: How Regulations Like Bill C-76 Address These Concerns Canada’s Bill C-76 aims to increase transparency in online political advertising, ensuring voters know who is funding ads. This regulation helps build trust but raises questions about how data privacy is handled. Navigating Polarization: Social Media’s Role in Increasing or Mitigating Ideological Divides Social media can either bridge divides or deepen them. Algorithms often promote content that fuels polarization, but initiatives like dialogue-based campaigns show how platforms can also foster understanding. Future Trends: Social Media’s Impact on Canadian Elections AI and Automation in Campaigning: Predictive Analytics and Chatbot Interactions Artificial intelligence is revolutionizing campaigns, enabling predictive voter targeting and automated responses through chatbots. This trend is expected to grow in Canadian elections. Platform Shifts: The Impact of Meta’s Decision to Block Canadian News Content Meta’s decision to block news content in Canada under Bill C-18 creates challenges for campaigns relying on these voter education platforms. This shift underscores the need to diversify digital strategies. Increasing Role of Influencers: Using Non-Traditional Political Voices to Engage Voters Political campaigns now collaborate with influencers to reach niche audiences. These partnerships humanize candidates and resonate with younger voters. How Political Campaigns Can Adapt to the Changing Digital Landscape Integrating Emerging Technologies: Tools Like AI for Content Creation and Voter Outreach AI tools can help campaigns generate engaging content and streamline voter outreach, making them more efficient and impactful. Expanding Beyond Meta: Strategies for Leveraging TikTok, YouTube, and Emerging Platforms As Meta faces challenges, platforms like TikTok and YouTube provide alternatives for reaching voters. Creative, platform-specific strategies are crucial for success. Engaging Younger Voters: Tailoring

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