Public Affairs Counsellor Jessica Eritou looks at social and digital trends on the #elxn45 campaign trail.

Over the past two weeks, Prime Minister Mark Carney and his team have been developing his digital media presence, carefully shaping how his story is told online through visual communication. Digital storytelling is essential in today’s political landscape, where voters increasingly connect with leaders not just through speeches and policies, but through the more subtle, personal moments captured on social media.

Here’s what we’ve noticed:

Lots and lots of handshakes. A consistent visual pattern has emerged in Carney’s content. Whether he’s meeting stakeholders, public officials, or attendees at various events, the dominant image is one of formal engagement. These visuals convey authority, professionalism, and statesmanship, which are crucial qualities for a prime minister. However, they lack an emotional layer that makes leaders feel approachable and relatable.

What we have yet to see:

Carney doing a “talking head” video. Instead, any video content has been mostly limited to b-roll footage (background shots without narration), which lacks the direct, personal engagement that can strengthen the emotional connection with an audience.

“A leader who can combine professionalism with approachability in their digital content is more likely to resonate with voters, particularly in today’s media-driven political environment.”

What we hope to see:

More hockey content like Thursday’s event with the Edmonton Oilers, and the “endorsement” and support for Canada video from Mike Myers. This offered a great opportunity to connect with Canadian voters through the country’s beloved sport and patriotism. Future content could emphasize Carney’s participation in similar cultural touchpoints to showcase his connection to everyday Canadians.

More behind-the-scenes content or in an informal setting in between meetings, like the shot of Carney with Premier Akeeagok in Iqaluit last week.
More “personal” interactions like this photo with RCMP Commissioner Mike Duheme. These interactions, which feel more spontaneous and less choreographed, humanize Carney in a way that formal photo-ops cannot.

So far, we have seen statesman-like political and predictable visuals with less emotion captured — that is okay! It has to be authentic to the person. However, without an emotive storytelling component, audiences may start to find the content dry or impersonal. Emotional narratives create a sense of connection and relatability, making people care about the information being shared.

This is especially crucial during election campaigns when leaders need to mobilize undecided voters and energize their base. Persuasive storytelling engages audiences on a deeper level, making them more likely to take action. The most “personable” event so far was a short video filmed in Montreal for St. Patrick’s Day with Carney and other Quebec Liberal MPs and ministers, shaking hands with parade spectators.

A leader who can combine professionalism with approachability in their digital content is more likely to resonate with voters, particularly in today’s media-driven political environment. We’ll be watching closely to see how Carney’s digital strategy evolves — and how it might help shape the election campaign.