TikTok continues to attract a lot of attention, both good and bad. The hype around its heavily engaged and coveted Gen Z audience is real. But concerns over alleged privacy violations have made it a target for regulators, and user trust of the platform has suffered as a result.
TikTok continues to attract a lot of attention, both good and bad. The hype around its heavily engaged and coveted Gen Z audience is real. But concerns over alleged privacy violations have made it a target for regulators, and user trust of the platform has suffered as a result.
Key Question: How much has TikTok shifted the marketing landscape in Canada?
KEY STAT: A quarter of Gen Zers in Canada spend more than an hour a day on TikTok, according to June 2023 polling by Narrative Research and The Logit Group.
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Table of Contents
Executive Summary
TikTok’s audience growth bucks the trend.
TikTok has a grip on Canada’s youth.
Engagement is TikTok’s leg up.
TikTok has a user trust problem.
TikTok commerce in Canada is positioned for growth.
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