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Our latest forecast for social network users in Canada highlights a reshuffling of the top five platforms in 2023. Twitter will fall to fifth place, while TikTok will surge into the No. 3 position.

TikTok is ByteDance’s global engine: Despite slowing growth in China, the platform continues to expand monetization and user base worldwide.

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.

The news: TikTok is facing unprecedented global regulatory challenges, notably in Canada, Australia, and the United States. The Canadian government ordered ByteDance to shut down its Canadian subsidiary, citing national security concerns. However, the TikTok app—which has 10 million users in Canada, per our forecast—is still accessible in Canada.

But the ad doesn’t appear to be running on TikTok, Facebook, or Instagram yet, which could limit the ad’s reach and impressions.

TikTok looks strong in Asia as it faces bans elsewhere: Countries including Indonesia, Vietnam, and Thailand fuel the app's growth in its home region.

Heavy media consumption in Canada across digital and traditional channels has led to a range of effective ad formats for brands.

Moving across the US-Canada border can be the first step toward international expansion for retailers. Canadian brands like lululemon athletica and Aritzia are thriving in the US. Meanwhile, US-based companies Lowe’s, Nordstrom, and Bed Bath & Beyond recently announced they were leaving Canada. And let’s not forget Target’s famous Canadian failure. Here’s a look at how brands on both sides of the border have fared, and the lessons you can learn from them.

Social commerce: It has inked social commerce partnerships with almost every social platform, including TikTok, Facebook, Instagram, Snap, and Pinterest. Advertising: Shopify’s Audiences aims to help brands counteract the impact of Apple’s AppTrackingTransparency push by allowing them to pool customer data and upload it to Meta’s advertising platform.