Inside the Raucous, Very Online World of Conservative Influencers
Weeks after the 2025 federal election, Nick Belanger found himself on a phone call that would highlight a significant shift in Canadian political communication. While already engaged in another conversation, Belanger received persistent calls from an unknown number. Eventually relenting, he answered to hear a voice asking, "Is this the Pleb? It's Pierre Poilievre speaking."
The Unexpected Conversation
Belanger, known to his tens of thousands of followers on X and YouTube as "The Pleb Reporter," was broadcasting live when Conservative Party Leader Pierre Poilievre reached out. The conversation lasted approximately forty minutes, occurring shortly after Poilievre's campaign for prime minister had concluded. During the livestream, Belanger shared portions of their discussion while fielding calls from viewers who offered their perspectives on the election outcome.
Belanger revealed that Poilievre called to check on his well-being, as the influencer was feeling dejected following the Conservative election loss. In response, Belanger expressed sympathy regarding international trade issues, comparing the situation to pandemic-era challenges. "I'm like this is COVID all over again," Belanger recounted telling the Conservative leader, noting that Poilievre agreed with his assessment.
The Rise of Political Influencers
The emergence of political influencers represents a transformative development in Canadian politics. Their ability to capture and engage substantial audiences grants them considerable influence over public discourse and political narratives. During the last election cycle, content created by these digital creators dominated online platforms, according to a comprehensive report released in October by the Canadian Digital Media Research Network and the Media Ecosystem Observatory.
The report declared that "influencers have become the information brokers of the internet," highlighting their central role in shaping political conversations and information dissemination. This phenomenon has become particularly evident within the Conservative Party of Canada, which recently introduced an "influencer" category at its Calgary convention specifically for conservative and right-wing content creators.
Strategic Embrace and Internal Debate
Nearly all these featured influencers promote strongly pro-Poilievre messages, while Poilievre's office actively works to expand the leader's exposure across diverse audiences. This strategic approach has ignited discussions within the broader party about the appropriate level of engagement with these digital creators and whether potential risks might outweigh the benefits of such partnerships.
Ben Woodfinden, Poilievre's former communications director, explained that the party naturally gravitated toward digital voices due to the Conservative leader's own digital proficiency, which enabled him to build a substantial following. "He has an influencer-style approach to politics," Woodfinden noted. "I don't think that's a bad thing. I think that's the future of politics in many ways."
Evolving Media Strategy
Since the election, Poilievre's team has modified its media approach significantly. Previously limiting interviews primarily to ethnic media and conservative-friendly outlets, the strategy now includes engagements with traditional television broadcasters like CBC while categorizing influencers as "independent media." This shift reflects an acknowledgment of changing media consumption patterns and the growing importance of digital platforms in political communication.
The Conservative Party's convention in Calgary served as a clear demonstration of this evolving strategy, showcasing how political organizations are adapting to the digital landscape. As influencers continue to gain prominence as information intermediaries, their role in shaping political narratives and engaging with party leadership represents a fundamental change in how political communication functions in the modern era.
