Last week, when Conservative Leader Pierre Poilievre appeared on Joe Rogan’s podcast for a two-hour conversation, it was more than a media hit. In Ottawa, it was read as a signal. The Conservative leader bypassed the Parliamentary Press Gallery entirely and went straight to a global audience, reflecting how federal politicians are increasingly rethinking how they communicate.
At the same time, the Conservative Party’s decision to introduce an influencer category at its national convention has not gone unnoticed on the Hill. What used to be a fringe part of political communications is now being institutionalized within a major federal party. Staff, strategists, and MPs across parties are watching closely, recognizing that the traditional media ecosystem no longer has the same hold over political narratives in Ottawa.
The Media Ecosystem Observatory found that during the 2025 federal election, influencers generated nearly half of all political content online and captured the majority of engagement, outpacing both media outlets and politicians. For federal campaigns, that means the centre of gravity in political communication is no longer the press conference or the nightly news, but the algorithm.
More than 40 per cent of Canadians now engage with political content from influencers, with even higher levels among younger Canadians and partisan audiences. In Ottawa terms, that translates into a growing segment of voters who are forming political opinions outside of traditional media coverage and, in many cases, outside of direct party communications.
Within the Conservative movement, this trend has aligned with a broader shift in the party’s coalition, particularly among younger men. Abacus Data has found that men under 30 are now the demographic most likely to support the Conservatives, marking a significant break from past elections. Their data found 41 per cent of men under 30 backed the party, compared to 23 per cent of women in the same age group.
Much of that political engagement is happening online. Influencers like Adam Beattie and Brittany Foote have built large followings by posting about crime, affordability, and broader frustrations with the current economic and social environment. Their content often reflects a form of conservatism that is less focused on traditional fiscal debates and more centred on cultural and values-based issues.
Platform algorithms tend to promote highly engaging, opinion-driven content, allowing influencers to build loyal audiences and shape how political issues are framed. At the same time, these platforms can create what researchers describe as “online tribes,” where users are primarily exposed to viewpoints that align with their own.
Research on Canada’s information ecosystem shows that political discussion is increasingly concentrated within distinct communities, with limited interaction between them. In practical terms for Ottawa, that means national political debates are no longer unfolding in a shared space, but across fragmented digital audiences.
This has implications for how policy, messaging, and accountability function at the federal level. Unlike traditional journalists, influencers are not bound by the same editorial standards or oversight. Their content often blends opinion and reporting, making it more difficult to distinguish between verified information and interpretation.
At the same time, their reach makes them difficult to ignore. Influencers can respond to political developments in real time, frame issues for specific audiences, and drive engagement at a scale that rivals or exceeds traditional outlets. For federal parties, engaging with influencers is quickly moving from optional to essential.
What is emerging is a new political reality where authority is no longer concentrated in institutions but distributed across networks of individuals. While traditional media and parliamentary processes remain central to governance, the way Canadians understand and engage with federal politics is being reshaped in real time.
For Ottawa, the rise of influencers is not just a communications trend. It is a structural change that is redefining how political power is built, sustained, and challenged.
Daniel Perry is the Director of Federal Affairs at the Council of Canadian Innovators, leading national advocacy and engagement efforts. With experience in consulting and roles at the Senate of Canada, Queen’s Park, and the Canadian Criminal Justice Association, Daniel has helped political leaders and clients across various sectors achieve their public policy goals. A frequent media contributor and seasoned campaigner, Daniel holds a Master of Political Management from Carleton University.
