Party leaders use social media to connect with young voters during election campaign

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TORONTO – With each federal election, more and more Indigenous social media users turn 18 and become eligible to vote. And increasingly, Canadian politicians are harnessing the power of different social media platforms to get their message out.

“Elections are a hot topic on TikTok right now,” TikTok marketing expert Wave Wyld told CTV News Channel on Saturday. “All you have to do is go to one of the party leaders’ hashtags and you will see that he has millions of views.”

Wyld said social media is something all political parties should use in elections, especially with so many young Canadians glued to their phones often.

Amid short clips of new dance moves and fun cats, NDP Leader Jagmeet Singh brings together a large number of young voters with videos on his party’s platform on TikTok ahead of Election Day on September 20.

In one video, Singh plays a trending sound sample from TikTok’s library of funny songs, voices and sounds in which a man’s voice asks “why are you smiling like that?” Dancing to background music, Singh points to the space above him, where messages such as “tax the super rich so we can invest in people” and “build houses you can actually afford” appear. “.

While none of the other party leaders currently have TikTok, they are active on other social media platforms, such as Twitter and Instagram.

For example, Liberal Leader Justin Trudeau often takes to Instagram after political ads for a selfie-style story or reel, offering a behind-the-scenes look at his election campaign.

In one of his recent Instagram videos, Trudeau was joined by Deputy Prime Minister Chrystia Freeland in the backyard of a house in Markham, Ont. as they discussed what the Liberal Party plans to do to create affordable child care.

On Twitter, Conservative Leader Erin O’Toole to speak regularly in short video clips, detailing the pledges in two minutes or less with Canadian flags prominently behind him.

O’Toole also strives to engage with Canadians who contact him through social media, respond in a video to voters’ Facebook comments on affordable housing.

Although it appears Green Leader Annamie Paul is trying to reach more young voters on social media with an Instagram video posted Friday showing her rapping and dancing with campaign staff, her social media presence mainly focuses on highlighting party policies and criticizing other party leaders.

Wyld said being responsive on social media can help party leaders grab attention and connect with Canadians they might not otherwise have.

“Make those connections and show how relevant you are, and really get young voters to the polls,” she said.



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