Digital Campaigning

political digital advertising

Political Digital Advertising: Key Insights from The Ad Wars Panel at Next Campaign Summit 2026

Campaign Advertising Insights, Industry News and Events, Political Digital Strategy

Political digital advertising has become the backbone of modern political and advocacy campaigns; but as spending increases and tools evolve, the real question in 2026 isn’t where to advertise. It’s how. That tension, between innovation and fundamentals, was at the heart of “The Ad Wars: Digital Advertising in 2026,” a featured panel at the Next Campaign Summit 2026, moderated by Harneet Singh, Managing Principal at EOK Consults and one of the founders of the event. Harneet Singh is a veteran of 100+ political and advocacy campaigns across Canada and has advised senior Cabinet ministers, Members of Parliament, provincial representatives, municipal leaders, and national advocacy organizations.  The panel brought together three of Canada’s most experienced political and advocacy advertisers: Megan Buttle, President, Data, Digital & Design at Earnscliffe Strategies Nat Wilson, CEO of Point Blank and strategist for labour and progressive campaigns Dennis Matthews, President of Creative Currency and former advertising manager for Prime Minister Stephen Harper Together, they offered a candid look at what is shaping political digital advertising in 2026, and what campaigns need to rethink fast. From Megaphone to Strategy: The Real Shift in Political Digital Advertising A recurring theme across the discussion was that the biggest change in recent election cycles hasn’t been platforms or tools: it’s mindset. As Singh noted during the panel, campaigns increasingly succeed or fail based on whether digital is treated as a core strategic function, or merely a distribution channel for content created elsewhere. Megan Buttle echoed this shift, highlighting how serious campaigns are now integrating research, data, creative, and media buying into a single, coherent digital strategy. Digital is no longer a subset of communications. It’s a discipline in its own right, one that demands speed, testing, and alignment across paid, owned, and earned channels. Platform Strategy in 2026: One Size Does Not Fit All One of the most practical insights came from Dennis Matthews, who emphasized that campaigns still underestimate how differently content performs across platforms. A common mistake, he noted, is assuming that once an ad has been produced and paid for, it should be used everywhere. In reality: A landscape video built for YouTube rarely performs the same way on Instagram TikTok requires pacing, tone, and authenticity that Meta does not Connected TV (CTV) rewards clarity and emotional resonance, not rapid-fire messaging Effective political digital advertising in 2026 requires platform-specific creative, not just resized assets. Each channel has its own audience expectations, formats, and behavioural cues; campaigns that ignore those differences waste both attention and budget. Authenticity Still Wins, Especially for Advocacy and Labour Campaigns Nat Wilson brought the conversation back to a principle that consistently proves true in both electoral and advocacy work: authenticity matters more than polish. In her experience running high-impact labour, progressive, and issue-based campaigns, the most effective digital ads are often the ones that are unapologetically clear about who they are and what they stand for. Rather than smoothing out edges or trying to appeal to everyone, successful campaigns: Lead with values Speak in a human voice Embrace their identity and audience In a crowded digital environment, clarity cuts through. Authenticity isn’t just a tone choice, it’s a strategic advantage. AI in Political Digital Advertising: Accelerate Strategy, Don’t Replace Judgment Artificial intelligence was a major focus of the discussion, but the panelists offered a notably grounded perspective. Megan Buttle highlighted AI’s growing role in ad variation, testing, and speed, particularly when paired with strong research and audience insights. Nat Wilson added an important distinction: while her team uses AI for efficiency and workflow, they intentionally do not rely on AI for creative assets. Emotion, judgment, and cultural understanding, she argued, still require human leadership — especially in political and advocacy advertising, where trust and tone are fragile. Dennis Matthews reinforced this caution, noting that while AI can enhance execution, campaigns must remain vigilant about message flattening and unintended risk. The consensus was clear: AI works best when it accelerates good strategy, not when it replaces it. First-Party Data and the Trust Equation in Political Digital Advertising Across the panel, there was strong agreement that first-party data is now one of the most valuable assets a campaign can own. Email lists, SMS subscribers, website traffic, and engaged social followers allow campaigns to: Segment audiences more precisely Deliver relevant, timely messaging Reduce reliance on broad, inefficient ad buys But with that power comes responsibility. Trust, as multiple panellists emphasized, is fragile. Consistency of narrative, frequency of presence, and alignment across paid, earned, and owned channels matter more than ever. Campaigns must assume that everything is public, searchable, and shareable, and be prepared to respond and correct misinformation quickly. Storytelling in 2026: Human Still Beats Perfect When the conversation turned to storytelling, the panel agreed on a key point: the best-performing digital ads are often not the most technically sophisticated. As Singh noted from EOK’s experience running campaigns across multiple provinces, some of the strongest results came from: Real voices Imperfect footage Clear stakes and values Megan Buttle reinforced that research-informed storytelling, grounded in audience insight, remains essential, regardless of platform or format. Technology may evolve, but persuasion is still human. Final Takeaways for Political Digital Advertising in 2026 As Canada heads into a busy cycle with municipal elections across multiple provinces and the possibility of future federal contests, the panel’s insights point to a clear set of priorities: Treat digital as strategy, not just amplification Build platform-specific creative, not generic content Use AI to enhance speed and testing, rather than replace human judgment Invest early in first-party data and trust Lead with authenticity and clarity Political digital advertising in 2026 is more complex, more powerful, and more consequential than ever. Campaigns that get digital advertising right will shape the conversation. Those who don’t will struggle to be heard. “The Ad Wars: Digital Advertising in 2026” was presented at the Next Campaign Summit 2026, bringing together campaign professionals, advocates, non-profits, and public-sector leaders from across Canada to examine what’s next in campaigning and advocacy.

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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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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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