Canada Social Media Influencers

How Creator Partnerships Are Making Their Way Into Social Media Marketing

Influencer marketing is becoming a fixture in social media budgets in Canada as influencers gain loyal—and highly engaged—followings. Younger consumers like Gen Zers are particularly engaged, and platforms like Instagram and TikTok cater to creator content and are adept at surfacing compelling influencers.

Key Question: How many social media users in Canada follow influencers?

Key Stat: Sixty-eight percent of internet users in Canada find influencer content credible on social media.

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    Table of Contents

    1. Executive Summary
    2. Influencers are making their way into marketing budgets
    3. Trust in social media is lower in Canada than in the US
    1. There’s a ‘Big Three’ for social media influencers
    2. Insider Intelligence Interviews
    3. Sources
    1. Media Gallery

    Interviewed for This Report

    Adrian Capobianco
    Because I Love It
    Co-Founder and CEO
    Interviewed February 23, 2024
    Robin LeGassicke
    Cairns Oneil
    Managing Director, Digital
    Interviewed February 16, 2024
    Shawn Lowe
    Time & Space
    Interviewed February 16, 2024

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    Paul Briggs


    Jasmine Enberg
    Principal Analyst
    Tracy Tang
    Senior Researcher
    Paul Verna
    Principal Analyst

    "Behind the Numbers" Podcast