Canada Social Media Influencers

How Creator Partnerships Are Making Their Way Into Social Media Marketing

Report by Paul Briggs  | Mar 12, 2024
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Report
Executive Summary
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Table of Contents
Executive Summary
Influencers are making their way into marketing budgets
Trust in social media is lower in Canada than in the US
There’s a ‘Big Three’ for social media influencers
Insider Intelligence Interviews
Sources
Media Gallery
About This Report
Influencer marketing in Canada is growing. It is driven, in larger part, by the expansion of social media advertising, a staple for most brand marketers.
Topics
Influencer Marketing
Canada
Table of Contents
Executive Summary
Influencers are making their way into marketing budgets
Trust in social media is lower in Canada than in the US
There’s a ‘Big Three’ for social media influencers
Insider Intelligence Interviews
Sources
Media Gallery

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?

More Than a Third of Internet Users in Canada Follow Influencers on Social Media (% of internet users in Canada, Oct 2023)
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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

    Charts in This Report

    More Than a Third of Internet Users in Canada Follow Influencers on Social Media (% of internet users in Canada, Oct 2023)Media Sources More Trustworthy Than Social Media According to Internet Users in Canada vs. the US, Oct 2023 (% of respondents)
    How Do Canada's Top Platforms for Influencer Marketing Compare in Audience Size? (millions of users in Canada, by platform, 2020-2025)

    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
    President
    Interviewed February 16, 2024

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    authors

    Paul Briggs

    Contributors

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