How TikTok influenced the federal election (or didn’t)

• September 23, 2021
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By Chelsea Smyth, Sr. Account Manager, and Jonathan Forani, Creative Writer and Copy Editor, North Strategic

In the depths of pandemic lockdown and isolation, there was always TikTok, a black hole or a guiding light depending on who you ask. For 2021 federal election candidates, the giant social media platform was clearly the latter. But did the guiding light lead anyone to the polls?

After TikTok surged in popularity during the COVID-19 pandemic—along with a general shift to digital life—it’s no surprise that much of election campaigning took place online. At great cost. In the final week or so, Candidates spent $400,000 to $600,000 on Facebook and Instagram ads, according to consultants with Abacus Data who spoke with The Canadian Press. 

NDP Leader Jagmeet Singh in particular seemed to put much of his campaign eggs into the TikTok basket, a space largely dominated by young Canadians, many who are still not eligible to vote. While there is skepticism about turning Tok views into votes, he garnered more than 35,000 new followers in just one week and has a devoted fan page of nearly 10,000 Gen Z users. TikTokers were clearly taking notice of his jovial approach to the medium.

Whether or not it translated to votes at the ballot box, Singh’s TikTok strategy made a lasting impression on a younger demographic, many of whom now have a clear affinity for the NDP. While the NDP was unsuccessful in taking Prime Minister Justin Trudeau out, Singh had been called “the most trustworthy and competent federal party leader,” according to the CBC Vote Compass survey.

TikTok is still in its infancy in terms of political campaigning and driving traffic to polling stations, but it has proven to be very effective in the PR campaign arena. At North Strategic, TikTok has been a powerful tool for our clients to extend brand reach to new audiences. This summer, North created a 360-degree brand campaign for Cadillac Fairview with TikTok as the main focal point. Rooted in inspiring Canadians to rediscover one of their favourite pastimes—IRL visits to the mall—the campaign leveraged the platform to spread messages of positivity, togetherness and, most importantly, freedom. Since campaign launch in mid-September, the TikTok videos posted by North’s Canadian influencer partners (Basement Gang, James Jones and Mykenna Dorn) have garnered more than 300,000 views, inspiring excitement and passion for the brand.

@basementgang#ad Had a blast filming this! All Cadillac Fairview malls are now open! @cadillacfairview #MeetYouThere #CFPartner♬ original sound – Cadillac Fairview