8:58 pm - February 10, 2026
- Influencers accounted for nearly half of online political content during Canada’s recent federal election
- Platforms’ policy changes led to decline of traditional news and increased influence of less reliable sources
- Report warns of future risks including division, misinformation, and lack of platform transparency
Influencers, not journalists or politicians, drove nearly half of Canada’s online political conversation during this spring’s federal election, according to new research. The report from the Canadian Digital Media Research Network (CDMRN), coordinated by McGill University and the University of Toronto’s Media Ecosystem Observatory, found that influencers accounted for 47 percent of political content on major social platforms.
The findings signal a major shift in how Canadians consume political information. Where traditional news outlets and political figures once shaped debate, the study shows that social media personalities now dominate the online public sphere.
“Influencers surpassed both media organisations, which contributed 28 percent, and politicians, who made up 18 percent of the online political narrative,” said Aengus Bridgman, director of the Media Ecosystem Observatory. He told The Canadian Press this represents a clear break from previous elections, when journalists and party leaders set much of the tone through posts and coverage.
The rise of influencers follows sweeping changes in how major platforms handle news. Meta’s 2023 decision to block news sharing on Facebook and Instagram in response to the federal government’s Online News Act effectively removed traditional outlets from those platforms, creating what the report calls an “information void.” Twitter’s transformation into X under Elon Musk also contributed to fragmentation, as many centrist and left-leaning users migrated to alternatives such as Bluesky.
Researchers tracked about 4,000 Canadian entities – from politicians and media organisations to influencers and civic groups – across X, Instagram, TikTok, Bluesky, YouTube and Telegram. Between February 23 and May 28, they captured 1.52 million posts. Much of the influencer content focused on reaction and opinion rather than facts or policy details.
The study notes that the distinction between influencers and journalists is not always clear. Many political influencers also have roles in mainstream outlets. For the purposes of the research, influencers were defined as individuals with at least 10,000 followers whose content is mainly political but not limited to their professional work.
The report urges influencers to recognise their growing democratic responsibility by verifying information, disclosing sponsorships and promoting credible voting information. It also warns that without stronger transparency and access to data from platforms, Canada risks entering future elections “less prepared, more divided, and more exposed to manipulation.”
An accompanying analysis of federal party candidates’ social media use found the Conservatives dominated X with 34 percent of posts, followed by the Liberals at 31 percent. Liberals were more active on Instagram and Bluesky, while the NDP favoured TikTok. The result, researchers say, is a fragmented and polarised online ecosystem that could deepen political divisions.
Source: Noah Wire Services
- https://torontosun.com/news/national/influencers-not-news-outlets-or-politicians-dominated-election-online-report – Please view link – unable to able to access data
- https://toronto.citynews.ca/2025/10/09/influencers-not-news-outlets-or-politicians-dominated-election-online-report-says/ – A report from the Canadian Digital Media Research Network, coordinated by McGill University and the University of Toronto’s Media Ecosystem Observatory, reveals that during the recent federal election, influencers had the most significant online presence, surpassing news outlets and politicians. Influencers accounted for 47% of political content, while news outlets and politicians contributed 28% and 18%, respectively. This shift is attributed to Meta’s news-sharing ban and changes on X (formerly Twitter), which reduced the visibility of traditional media and elevated non-news voices. The study tracked approximately 4,000 Canadian entities across various platforms, capturing 1.52 million posts between February 23 and May 28. Aengus Bridgman, director of the Media Ecosystem Observatory, noted that Canadians now seem to prefer content from influencers, which often includes reactions, interpretations, and commentary on events, rather than straightforward facts or policies. The report also highlights the blurred lines between influencers and traditional media, especially in Canada, where many political influencers also have a presence in traditional media. The study calls for influencers to embrace their democratic responsibility by critically evaluating information, verifying content, disclosing sponsored material, and providing credible information on voting and democratic participation. While the rise of influencers is a significant finding, the report also examined other factors such as foreign interference, misinformation, and changing demographics on major online platforms. It concludes that without reform, Canada may face future elections that are less prepared, more divided, and more susceptible to manipulation. The report advocates for greater transparency from online platforms.
- https://ground.news/article/influencers-not-news-outlets-or-politicians-dominated-election-online-report – A recent report from the Canadian Digital Media Research Network, coordinated by McGill University and the University of Toronto’s Media Ecosystem Observatory, indicates that during the recent federal election, influencers had the most significant online presence, surpassing news outlets and politicians. Influencers accounted for 47% of political content, while news outlets and politicians contributed 28% and 18%, respectively. This shift is attributed to Meta’s news-sharing ban and changes on X (formerly Twitter), which reduced the visibility of traditional media and elevated non-news voices. The study tracked approximately 4,000 Canadian entities across various platforms, capturing 1.52 million posts between February 23 and May 28. Aengus Bridgman, director of the Media Ecosystem Observatory, noted that Canadians now seem to prefer content from influencers, which often includes reactions, interpretations, and commentary on events, rather than straightforward facts or policies. The report also highlights the blurred lines between influencers and traditional media, especially in Canada, where many political influencers also have a presence in traditional media. The study calls for influencers to embrace their democratic responsibility by critically evaluating information, verifying content, disclosing sponsored material, and providing credible information on voting and democratic participation. While the rise of influencers is a significant finding, the report also examined other factors such as foreign interference, misinformation, and changing demographics on major online platforms. It concludes that without reform, Canada may face future elections that are less prepared, more divided, and more susceptible to manipulation. The report advocates for greater transparency from online platforms.
- https://meridiansource.ca/2025/10/09/influencers-not-news-outlets-or-politicians-dominated-election-online-report/ – A report from the Canadian Digital Media Research Network, coordinated by McGill University and the University of Toronto’s Media Ecosystem Observatory, reveals that during the recent federal election, influencers had the most significant online presence, surpassing news outlets and politicians. Influencers accounted for 47% of political content, while news outlets and politicians contributed 28% and 18%, respectively. This shift is attributed to Meta’s news-sharing ban and changes on X (formerly Twitter), which reduced the visibility of traditional media and elevated non-news voices. The study tracked approximately 4,000 Canadian entities across various platforms, capturing 1.52 million posts between February 23 and May 28. Aengus Bridgman, director of the Media Ecosystem Observatory, noted that Canadians now seem to prefer content from influencers, which often includes reactions, interpretations, and commentary on events, rather than straightforward facts or policies. The report also highlights the blurred lines between influencers and traditional media, especially in Canada, where many political influencers also have a presence in traditional media. The study calls for influencers to embrace their democratic responsibility by critically evaluating information, verifying content, disclosing sponsored material, and providing credible information on voting and democratic participation. While the rise of influencers is a significant finding, the report also examined other factors such as foreign interference, misinformation, and changing demographics on major online platforms. It concludes that without reform, Canada may face future elections that are less prepared, more divided, and more susceptible to manipulation. The report advocates for greater transparency from online platforms.
- https://ckpgtoday.ca/2025/10/09/influencers-not-news-outlets-or-politicians-dominated-election-online-report/ – A report from the Canadian Digital Media Research Network, coordinated by McGill University and the University of Toronto’s Media Ecosystem Observatory, reveals that during the recent federal election, influencers had the most significant online presence, surpassing news outlets and politicians. Influencers accounted for 47% of political content, while news outlets and politicians contributed 28% and 18%, respectively. This shift is attributed to Meta’s news-sharing ban and changes on X (formerly Twitter), which reduced the visibility of traditional media and elevated non-news voices. The study tracked approximately 4,000 Canadian entities across various platforms, capturing 1.52 million posts between February 23 and May 28. Aengus Bridgman, director of the Media Ecosystem Observatory, noted that Canadians now seem to prefer content from influencers, which often includes reactions, interpretations, and commentary on events, rather than straightforward facts or policies. The report also highlights the blurred lines between influencers and traditional media, especially in Canada, where many political influencers also have a presence in traditional media. The study calls for influencers to embrace their democratic responsibility by critically evaluating information, verifying content, disclosing sponsored material, and providing credible information on voting and democratic participation. While the rise of influencers is a significant finding, the report also examined other factors such as foreign interference, misinformation, and changing demographics on major online platforms. It concludes that without reform, Canada may face future elections that are less prepared, more divided, and more susceptible to manipulation. The report advocates for greater transparency from online platforms.
- https://www.cdmrn.ca/weekly-updates/2025-04-18-en – The Canadian Digital Media Research Network (CDMRN) conducted a large-scale analysis of online engagement during the federal election, examining 1,583 federal party candidates across five platforms: X, Instagram, Bluesky, YouTube, and TikTok. The study found that X hosted 73% of all social media posts by federal candidates, with the Conservative Party contributing 34% and the Liberal Party 31%. Instagram was the second most used platform at 19%, followed by Bluesky at 6%, and YouTube and TikTok each at less than 1%. The analysis revealed distinct patterns in party strategies and platform dynamics, with Conservative candidates being the most active and engaged online, representing one-third of all posts and receiving the most likes. Liberal candidates focused more on Bluesky and Instagram to mobilize supporters, while NDP candidates were more active on TikTok. The study also highlighted a fragmented information ecosystem, with users of different platforms and supporters of different parties receiving distinct content, potentially leading to deep political divides and increased polarization.
Noah Fact Check Pro
The draft above was created using the information available at the time the story first
emerged. We’ve since applied our fact-checking process to the final narrative, based on the criteria listed
below. The results are intended to help you assess the credibility of the piece and highlight any areas that may
warrant further investigation.
Freshness check
Score:
10
Notes:
The narrative is based on a recent report from the Canadian Digital Media Research Network (CDMRN), coordinated by McGill University and the University of Toronto’s Media Ecosystem Observatory, published on October 9, 2025. ([toronto.citynews.ca](https://toronto.citynews.ca/2025/10/09/influencers-not-news-outlets-or-politicians-dominated-election-online-report-says/?utm_source=openai)) This indicates high freshness, as the report was released just today. ([toronto.citynews.ca](https://toronto.citynews.ca/2025/10/09/influencers-not-news-outlets-or-politicians-dominated-election-online-report-says/?utm_source=openai))
Quotes check
Score:
10
Notes:
The direct quotes attributed to Aengus Bridgman, director of the Media Ecosystem Observatory, are consistent with his statements in the CDMRN’s report. ([toronto.citynews.ca](https://toronto.citynews.ca/2025/10/09/influencers-not-news-outlets-or-politicians-dominated-election-online-report-says/?utm_source=openai)) No discrepancies or variations in wording were found, suggesting the quotes are accurately reported.
Source reliability
Score:
10
Notes:
The narrative originates from the Canadian Digital Media Research Network (CDMRN), a reputable organization committed to fortifying and fostering resilience within Canada’s information ecosystem. ([cdmrn.ca](https://www.cdmrn.ca/?utm_source=openai)) The report is coordinated by McGill University and the University of Toronto’s Media Ecosystem Observatory, both esteemed academic institutions, enhancing the credibility of the information.
Plausability check
Score:
10
Notes:
The claims made in the narrative are plausible and supported by the CDMRN’s report. The report indicates that influencers accounted for 47% of the political content during the election period, surpassing both media organizations (28%) and politicians (18%). ([toronto.citynews.ca](https://toronto.citynews.ca/2025/10/09/influencers-not-news-outlets-or-politicians-dominated-election-online-report-says/?utm_source=openai)) This aligns with the observed shift in online political discourse, where influencers have become more prominent. Additionally, the report highlights the impact of Meta’s news-sharing ban and changes to Twitter (now X) under Elon Musk, which have contributed to this shift. ([toronto.citynews.ca](https://toronto.citynews.ca/2025/10/09/influencers-not-news-outlets-or-politicians-dominated-election-online-report-says/?utm_source=openai))
Overall assessment
Verdict (FAIL, OPEN, PASS): PASS
Confidence (LOW, MEDIUM, HIGH): HIGH
Summary:
The narrative is based on a recent and credible report from the Canadian Digital Media Research Network, coordinated by reputable academic institutions. The information is fresh, with no discrepancies found in the quotes or data presented. The claims are plausible and supported by the report’s findings, indicating a significant shift in online political discourse during the recent federal election in Canada.
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