In 2021 the Canadian government turned to social media influencers to promote federal initiatives on multiple occasions, from the COVID-19 vaccine rollout to Winterlude ‘staycations,’ spending more than $600,000 in the process, according to a CTV News analysis.
Seeking out influencers—social media users often with large followings who often use their platforms to make money by promoting products or events—to amplify government messages is a relatively new strategy being deployed by administrations across the world, and Canada is no exception.
