GO LONG — Political ads are supposed to last 30 seconds, maybe a minute. The conventional wisdom is that a modern-day attention span can't abide much more than that.
Somebody forgot to tell PIERRE POILIEVRE, the Conservative leader who has for years pumped out YouTube videos that regularly breach the five-minute mark. Poilievre outdid himself over the weekend, posting a 15-minute diagnosis of Canada's housing affordability crisis and his plan to vanquish it. — The stats: Poilievre's team posted the slick video, narrated in mini-doc style, on Saturday. By Monday it hovered around 200,000 views and racked up more than 3,000 comments. — Channeling the mainstream: A constant drumbeat of analysis insists Poilievre's antagonistic relationship with the news media is a deliberate sop to voters who don't trust what they see on TV or in the newspaper. But Poilievre relies on the MSM to drive home his arguments, as broadcast vet KEVIN NEWMAN observed on LinkedIn. His video cites mainstream clips, graphics and reporting more than 40 times. Sources include the National Post, The Globe and Mail, Toronto Star, CTV News, Global News, and Bloomberg. Poilievre also points to stories published by The Canadian Press, which he claims is a Trudeau PR team, and CBC News, which he has promised to defund. — Spin cycle: Poilievre also points to housing shortage projections produced by the Canada Mortgage and Housing Corporation, which he refers to as "Canada's Housing Agency." That's a different frame than Andrew Scheer used to criticize CMHC. In that case, it was "Trudeau's housing agency." Coming in Wednesday's Playbook: Economist and housing expert MIKE MOFFATT will check Poilievre's work. — The political impact: Broadcast journalist DAVID AKIN was skeptical of Poilievre's mini-doc approach, arguing that it's a big ask of "even the most rabid partisan." But COLE HOGAN, a digital comms specialist at Earnscliffe who has worked on campaigns for DOUG FORD and JASON KENNEY, says long-form videos simply meet the audience where it's consuming content. "YouTube alone reaches 98 percent of Canadians across all audiences," Hogan wrote to Playbook. "As of last year, over 17 million Canadians streamed YouTube to their TV and when they did, over 60 percent of them watched content that’s 21 minutes or longer. We’re constantly looking for more content, and substance." That lecture-style approach is new for Canadian digital campaigns, Hogan says, but the YouTube generation appears to be tuning in: "We’ll see if his opponents can keep up." — His opponent: Housing Minister SEAN FRASER fired off a snappy response: "For him, it’s about how many people watch his videos. For me, it’s about how many Canadians have a roof over their head. The right path forward requires investments in housing, not cuts to the programs that get homes built." |