Social media usage in Canada continues to grow, but it鈥檚 spread across a wider range of networks. Meta鈥檚 Facebook and Instagram still lead, but TikTok, Snapchat, Pinterest, and X also command large audiences.
Our user forecasts for Facebook, Instagram, TikTok, Snapchat, X, and Pinterest in Canada highlight an expanding platform mix increasingly divided by age demographics.
Social users around the world engage with and make purchase decisions from creator content in similar ways. Localizing creator strategies is key, but marketers can apply the same best practices across many geographies.
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.
Social AI: Meta is using its existing social media prowess to support its AI. The app could help it reach CEO Mark Zuckerberg鈥檚 goal of 1 billion Meta AI users by the end of the year while improving its AI based on user activity. In the US and Canada, Meta can draw on Facebook and Instagram profiles to personalize AI responses and create a more unified experience across platforms.
The US could be the only country to experience a drop in foreign travel spending this year: Tariffs, uncertain travel policies, and a boycott by Canadian and Mexican travelers may cost the economy $12.5 billion.