November 13, 2025
RED FM News Desk
A new report indicates that influencers now have greater reach on five major social media platforms than both news media and politicians combined.
The findings were released today by the Media Ecosystem Observatory, a project led by McGill University and the University of Toronto. The report specifically analyzed posts made by individuals and institutions on X, Instagram, TikTok, YouTube, and Bluesky.
Researchers identified over a thousand influencers and collected approximately four million of their posts between January 2024 and July 2025. Over the same period, politicians were responsible for just over one million posts, while media outlets accounted for just under three million.
The report concludes that this disparity means a significant portion of the political content viewed by Canadians on these major platforms is delivered directly by influencers.
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