NDP leader Jagmeet Singh is capturing the eyes and hearts of Canadians in a creative and unconventional approach to reel in Gen Z audiences amid election season.
In a world where social media is so prevalent and attention spans are shorter than ever, political leaders are constantly searching for new ways to connect with voters, particularly younger generations. But it seems like the leader of the New Democratic Party (NDP) might have found the recipe to keep Gen Z entertained.
Earlier this month, Singh posted a ‘Get Ready With Me’ (GRWM) video on his TikTok account. These styles of popular videos typically show content creators preparing for their day while talking about various topics. Singh, however, has put his own spin on the trend, showing his audience how he ties his turban while discussing how his politics differ from Conservative Party leader Pierre Poilievre.
In the video, which has amassed more than four million views in under two weeks, Singh explains the hardships he went through in his twenties, where he balanced multiple jobs while also being the primary provider for his little brother. He then slams Poilievre for living a privileged lifestyle since being elected as a Member of Parliament (MP) in his twenties, one where he hadn’t faced many issues of access that many Canadians do.
“When I became an MP, I fought like hell… to make sure that everyone would be able to access dental care and medication coverage,” Singh said in the video.
“Now Pierre Poilivre, on the other hand, has had this paid for by the public… yet he wants to cut it from you… This is the Conservative way – he’s got his, he doesn’t care if you have yours.”
Comments flooded the NDP leader’s TikTok, many impressed that he strayed away from regular methods of campaigning to hop on a social media trend.
“Jagmeet singh doing a grwm was not on my 2025 bingo card,” one TikTok user commented.
“He made a grwm to campaign to our generation,” another user said.
“That was magic. You just demystified the turban in one tik tok while simultaneously giving us a lesson in politics,” another user commented on the platform. “Your ability to understand what Canadians need is unmatched.”
After the success of his first GRWM TikTok, he followed up with a second one featuring his one-year-old daughter Dani Kaur, where he styled her hair while speaking on what’s at stake in the upcoming April election.
“Life is tough right now. You can’t afford a home, groceries are too expensive… for too long, we’ve had governments that have prioritized billionaires, CEOs, instead of prioritizing people,” he said.
“I want a government that’s focussed on you – working class people.”
Singh’s TikTok videos are more than just about getting ready for the day, it’s about getting ready for the future and the NDP says that today’s future includes a generation of voters who are shaping how politics is done in the digital age.
“In a modern campaign, digital content is essential to reach people where they are. Jagmeet’s GRWM video is a fun, authentic way to connect with younger voters and show that politics doesn’t have to feel out of touch. If we want people to see themselves in this movement, we have to meet them in their world—and that includes online,” an NDP spokesperson said to Now Toronto on Thursday.
HOW MUCH INFLUENCE DO POLITICIANS’ ONLINE VIDEOS HAVE AT THE POLLS?
Akaash Maharaj, a Senior Fellow at University of Toronto’s Munk School of Global Affairs & Public Policy, says that the NDP has taken the lead in posting attractive social media videos in comparison to other parties. While it’s an effective tool to target a younger audience, he says most people still prefer receiving their content outside of the internet.
“If you wish to reach young Canadians, social media is the primary channel… There’s no doubt that Jagmeet Singh has been the most committed to using social media, especially short-form videos in an attempt to reach younger Canadians,” Maharaj said in an interview with Now Toronto on Friday.
“But traditional media, television, and newspapers still carry a kind of credibility with Canadians that social media does not.”
According to Elections Canada data, voter participation of Canadians aged 18 to 24 decreased from 57.1 per cent in the 2015 general election to 53.9 per cent in 2019. Maharaj suggests that the use of social media videos may not have much influence at the polls, especially when young Canadians have often been the least likely to vote. However, he notes that there has been a shift in voting patterns among the demographic, where many seem to be leaning toward the Conservatives.
“Part of the frustration younger Canadians have with [the Liberal and NDP parties] is that their promises have been ‘glitter.’ That is to say they have made promises, they have said things that younger demographics wanted to hear, but have not exercised their power to deliver those commitments,” Maharaj said.
“I actually think that Jagmeet Singh’s attempt on social media may inadvertently have been reinforcing the skepticism that Canadians, especially younger Canadians, feel about him… an emphasis on the messaging and communication, rather than on substance.”
Voters head to the polls on Apr. 28.
