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.
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.
Ads managers are the main driver of programmatic direct ad spending, which has become the primary method of programmatic advertising in Canada in social media and connected TV.
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.