Young people predominantly turn to social media influencers for election-related data, according to a recent report.

Federal Election Stirring Up Politics on Social Media

These days, social media platforms are buzzing with politics, shaping the voting preferences of young adults. Take Morgan Napper, a health science student at Carleton University, who admits her Instagram influencer follows might sway her decision for the April 28 federal election.

"I got this one gal who posts tons about Canadian politics and climate stuff," Napper says. "When she chimes in about the election, I'm all ears because she seems to be on the same wavelength as me."

Researchers at the University of Ottawa confirm Napper's experience is not an isolated one. Their fresh report reveals that social media influencers are turning into a crucial player in the political arena, especially for the younger demographic.

These influencers aren't just advertisers or celebrity endorsers anymore. Instead, they've found a new role—an emerging political force, blurring the lines between journalists, media outlets, or even campaign volunteers, all while keeping up with selfies and memes.

The study elucidates that influencers establish parasocial bonds—one-sided relationships—with their followers, enhancing their perceived authenticity and credibility compared to traditional political actors.

Some campaigns are finding it advantageous to hire influencers as unofficial spokespersons to engage niche communities without disclosing financial ties. And while Elections Canada mandates disclosures for paid political work, including on social media, many influencer posts exist in a grey area, where payments are not obvious, or posts are framed as personal opinions.

Elizabeth Dubois, one of the authors of the University of Ottawa report, sheds light on the emerging issues.

"We see social media influencers being integrated into campaign strategies in myriad ways," Dubois states in a press release. "But the question is often: Are they being transparent about it? We don't always know if they're paid, working for a partisan group, or adhering to ethical standards."

Ava Campanelli, a 22-year-old recent Carleton grad, echoes similar thoughts. She reveals her news consumption has dwindled, relying instead on stories her friends share on apps like Instagram. But she admits she's unsure whether everything she sees online is unbiased.

"I'm not too political, but I try to keep an open mind," Campanelli confesses. "Sometimes, I come across information that seems so outlandish. It's gotten to a point where I don't trust much of what I see online."

In some countries, influencers have already earned significant roles in election campaigns. For instance, during the 2024 U.S. presidential election, social media became the hot battleground between candidates like Kamala Harris and Donald Trump, with Democratic organizations heavily investing in the creator economy. Harris, known for her meme appeal and online presence, became a critical figure in outreach efforts, engaging numerous influencers to reach younger voters on their favorite platforms.

However, concerns about data harvesting, manipulation, and misinformation run high without the safeguards of traditional media.

Scott Bennett, a political science professor at Carleton University, reflects on the balancing act of flashy appeal and critical thinking.

"I'd say some youngsters are getting more discerning about using social media for political purposes," Bennett says. "But they're still engaging – they're just being more non-partisan."

Bennett emphasizes that the sway of an influencer may hinge on the content consumer. "For those who can think critically and have a strong emotional balance, they'll seek content that delves into formal sources and offers valuable insights," Bennett adds. "For those with less emotional balance and intellectual capability, they'll follow influencers who cater to their emotional triggers."

To help young voters navigate the chaotic media landscape with confidence, understanding media literacy, monitoring, and ethical standards is essential. The University of Ottawa researchers recommend improving media literacy and implementing ethical coverage for influencers during elections.

Social media influencers, like the one followed by Morgan Napper, significantly impact the voting preferences of young adults, according to a University of Ottawa research.
Influencers are no longer just advertisers or celebrity endorsers; they are emerging as a political force, blending roles traditionally held by journalists, media outlets, or campaign volunteers.
Research shows that influencers establish parasocial bonds with their followers, increasing their perceived authenticity and credibility compared to traditional political actors.
Some campaigns employ influencers as unofficial spokespersons to engage niche communities without disclosing financial ties, creating a grey area where payments aren't always obvious.
Elizabeth Dubois, an author of the University of Ottawa report, highlights the need for transparency in the integration of influencers into campaign strategies and adherence to ethical standards.
Ava Campanelli, a Carleton University graduate, relies on stories shared by friends on social media for news but admits uncertainty regarding the impartiality of online information.
Influencers have already gained significant roles in election campaigns in some countries, such as the U.S., where social media became a critical battleground during the 2024 presidential election.
Concerns about data harvesting, manipulation, and misinformation surge without the safeguards of traditional media, making media literacy, monitoring, and ethical standards crucial for young voters.
Political science professor Scott Bennett advises young voters to develop a balanced approach towards using social media for political purposes, prioritizing critical thinking and formal sources over emotional triggers.
To help young voters navigate the chaotic media landscape, improving media literacy and implementing ethical coverage for influencers during elections are essential recommendations by the University of Ottawa researchers.