The Canadian federal government is turning to social media influencers to connect with younger audiences, spending at least $1.7 million on influencer marketing campaigns since 2021. 

As CTV News reports, this shift in communication strategy aims to reach Millennials and Gen Z, who increasingly rely on digital platforms for information.

Treasury Board President Anita Anand highlights the changing media consumption habits, noting that her children prefer smartphones over traditional newspapers. The government’s move towards influencer marketing represents a small fraction of its overall advertising budget but signals a notable shift in outreach tactics.

According to CTV, Health Canada and the Public Health Agency of Canada lead the influencer spending, allocating more than $1.3 million combined. These agencies utilize influencers to disseminate information on COVID-19 vaccination, food safety, cannabis use, and mental health resources.

Despite banning TikTok on government devices due to security concerns, the platform remains part of Ottawa’s outreach strategy. Officials argue that using safe platforms to reach specific population sectors is crucial for effective communication.

Deputy Prime Minister Chrystia Freeland emphasizes meeting Canadians where they consume information, including inviting unpaid influencers to budget launch events alongside traditional media.

The government’s influencer strategy extends across various social media platforms, including Instagram, YouTube, and Facebook. While embracing new media, Ottawa maintains its investment in traditional advertising channels, with Health Canada’s digital marketing spending representing only 2.5% of its total marketing budget from 2021 to 2024.