Content creators Dennis Mathu and Stephanie Gordon, known as Steph & Den online, started posting financial advice videos on YouTube three years ago as a side hustle. They were recently invited to attend the federal budget lockup, a privilege typically reserved for experts, stakeholders, and mainstream media. The federal government in Canada is turning to influencers like Steph & Den to reach young voters who consume information through social media platforms. This approach is aimed at winning back disillusioned millennials and Generation Z voters.
Influencers like Steph & Den, with a target audience of 18- to 34-year-olds and 750,000 followers across multiple platforms, are being recognized for their ability to engage with younger audiences who may not consume traditional media sources. Reni Odetoyinbo, another influencer, highlighted that many young people rely on social media as their main source of news. The growing trend of influencers being invited to government events, like housing announcements and budget presentations, is a strategic way for the Canadian government to connect with citizens where they are.
Although the office of Finance Minister Chrystia Freeland and the Prime Minister’s Office did not provide details about the influencer strategy, they clarified that influencers are not paid when invited to government events. Mohammad Hussain, a spokesman for Prime Minister Justin Trudeau stated that as Canadians consume digital content more, the government must adapt its communication tactics accordingly. By engaging with influencers, the government can leverage their platforms to reach a wider audience.
The recent federal budget was reviewed by a group of financial content creators, including Danica Nelson, who documented the day on her Instagram account for her 24,000 followers. The creators had the opportunity to meet with several ministers to discuss the budget and ask questions. This level of political access provided to influencers was more extensive than what mainstream media received on the same day. Moving forward, the creators will develop content around the budget, addressing topics of interest and responding to questions from their followers.
The Canadian government’s approach of engaging with influencers is not unique. The White House has been briefing influencers on various topics and inviting them to events for years. When U.S. President Joe Biden visited Ottawa, YouTube facilitated a sit-down interview between First Lady Jill Biden and content creators, demonstrating the growing trend of governments collaborating with influencers. This partnership allows for information to be communicated in a language that resonates with younger audiences who may not engage with traditional news outlets.
Overall, the collaboration between the Canadian government and influencers like Steph & Den and Reni Odetoyinbo reflects a shift towards more dynamic and engaging forms of communication. By tapping into the platforms of influencers who have large and dedicated followings, the government can reach new audiences and ensure that important information, such as budget details, is relayed in a way that is easily understood and relevant to younger demographics. This strategy highlights the evolving landscape of media consumption and the increasing importance of social media as a tool for communicating with the public.
