Digital Campaigning

2025 Federal Election & Digital Campaigning

Canada’s 2025 Federal Election: How Social Media, TikTok, and Digital Campaigning Are Shaping This Race

Social Media and Politics

TL; DR: Canada’s 2025 federal election is a digital-first campaign like no other. From record-breaking Meta ad spending to TikTok influencers driving political conversations, the race is unfolding 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 heads into the final stretch of its 2025 federal election, digital campaigning is hitting a fever pitch. With millions already having voted in advance polls, the battle for undecided voters is now playing out across screens large and small. Political parties are unleashing a blitz of targeted Meta ads, last-minute influencer partnerships, and rapid-response social content in hopes of shaping perceptions and sealing support. These final days are often where momentum shifts happen – sometimes in the form of a viral video, other times via a powerful data-driven ad buy. While much has already unfolded, these final weeks could still deliver surprises that alter the race. Why #Elxn45 is a Digital Election Like No Other The 2025 Canadian federal election has ushered in an unprecedented era of digital campaigning. What began as a trickle in previous cycles has become a full-blown flood of social media ads, influencer content, and algorithm-savvy messaging. Campaigns aren’t just reaching voters through door-knocks and lawn signs – they’re showing up 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, is on an upswing, in part due to the smart, consistent use of platforms like TikTok and Instagram to engage younger audiences. Meta Ads: The New Front Line of Persuasion Facebook and Instagram Spending Soars If there’s one battlefield where parties are investing heavily, it’s Meta platforms. Facebook and Instagram remain the top destinations for political advertising dollars in 2025. According to reporting by The Logic, these platforms continue to deliver scale, microtargeting, and measurable ROI, particularly useful in the vast and diverse Canadian electorate. The Liberals and Conservatives have both invested millions into Meta ads, but their approaches differ. While the Liberals are running a blend of national branding and localized persuasion ads backed by strong investment (and leading the Conservatives almost always during the writ period so far), the Conservatives have taken a creative-first approach. Their content strategy focuses on daily video releases, compelling storytelling, and issue-specific messaging that’s 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 is the growing sophistication of ethnocultural outreach. The Conservatives have run a series of attack ads in Punjabi, targeting specific ridings with tailored narratives. It’s a strategy that not only signals cultural competency but also demonstrates how Meta’s targeting tools can be used to reach linguistic and geographic niches with pinpoint accuracy. The Liberals have returned fire with their own set of translated graphic ads in Punjabi, Urdu and Hindi, but so far, there hasn’t been any focus on high-quality video ads.   TikTok, Influencers & Viral Moments in the 2025 Federal Election TikTok and the Power of Influence   TikTok has emerged as a major player in this election, not because of official party content, though there is some, but because of the rise of political influencers. From creators posting comedic takes on policy to earnest explainers about climate legislation, content creators are helping shape the narrative for millions of users. As explored by The Globe and Mail and Hill Times, the impact of these voices is both measurable and growing 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 have come 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, continues 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 remains authentic and consistent. Artificial Intelligence Joins the Campaign Team Content Creation and Microtargeting at Scale AI tools are being used behind the scenes to accelerate campaign production and outreach. From writing ad scripts to analyzing voter sentiment, artificial intelligence is no longer a theoretical campaign tool – it’s in daily use, both at the HQ War Rooms level as well as down to individual campaigns.  For instance, several campaigns are using AI to test ad copy in multiple languages, speeding up outreach to multicultural communities without relying on slow human translations. Additionally, some campaigns have begun generating multiple ad versions using generative AI, which are then tested on platforms like Meta to determine what resonates best with different demographics. These practices are speeding up workflows and reducing production costs. At any given point in time in this election, we have noticed over a thousand variations of ad campaigns running on Meta, by the leading parties – both Liberal and Conservative.  The Numbers Tell the Story Beyond strategy and spectacle, the data is what truly highlights the digital shift. Consider

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.  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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