Think you know social media in Canada? Think again! Dive into our analysis of 2023’s hottest trends, where millions of new users are flocking to platforms like TikTok, live shopping is exploding, and news consumption gets a social makeover. We’ll unpack the stats, analyse platform popularity by age groups, and offer insights for businesses to thrive in this dynamic digital landscape.

Ready to explore the ever-evolving world of social media statistics in Canada? We’re talking explosive user growth, surprising platform preferences, and engaging trends shaping how Canadians connect, shop, and even get their news. 

An Overview of Social Media in Canada

In Canada, social media plays a significant role in individuals’ lives and businesses’ operations. 2023 has been a year of notable growth, with millions joining platforms like TikTok and influencing news consumption and shopping habits. This shifting landscape presents opportunities and challenges for businesses seeking to connect with Canadian audiences. 

Social Media Statistics Users in Canada

As of 2023, Canada’s social media landscape is bustling, with an estimated 35.81 million active users (Statista). This figure represents a steady climb of 3.8% compared to 2022, highlighting the ongoing significance of social media in the lives of Canadians. Several factors contribute to this sustained growth. Let us discuss them next. 

Why More Canadians Use Social Media?

The growth of social media users in Canada in 2023 can be the result of a number of factors, each serving as a catalyst for increased engagement and participation:

Social Medis Statistics in Canada

Expanding Reach: Bridging the Digital Divide

  • Internet penetration: Increased access to broadband internet, particularly in rural areas, has opened doors for many previously unconnected Canadians to join the online social sphere. This wider availability fosters inclusivity and expands the potential audience for social media platforms.
  • Mobile revolution: The ubiquitous presence of smartphones and affordable data plans makes staying connected a constant possibility. With social media apps readily available, Canadians can engage anywhere, anytime, contributing to longer usage times and higher user retention.

Generational Shifts and Changing Habits

  • Digital natives leading the charge: Millennial and Gen Z populations, raised in a technology-driven world, embrace social media as a natural extension of their daily lives. Their comfort and adeptness with these platforms contribute to overall user growth and set the tone for future trends.
  • Evolving communication preferences: Social media offers avenues for communication that cater to varied styles and preferences. From text-based interactions to image and video sharing, the platform’s versatility attracts users seeking diverse ways to connect and express themselves.

The Allure of Community and Content

  • Sense of belonging: Social media platforms foster a sense of community, helping users to connect with their friends, share experiences, and find support. This sense of belonging attracts and retains users, fueling platform growth.
  • Content explosion: The ever-expanding universe of content provides something for everyone, from informative news articles to entertaining videos and humorous memes. This constant influx of fresh content keeps users engaged and returning for more, contributing to sustained user numbers.

The Business Angle: A Catalyst for Growth

  • Marketing and social commerce: Businesses leveraging social media in Canada for marketing and advertising campaigns reach a wider audience, attracting new users to the platform. Additionally, the rise of social commerce features like shoppable posts and live shopping experiences further incentivises user engagement and platform adoption.
  • Innovation and adaptation: Social media platforms continuously evolve, implementing new features and functionalities to cater to user needs and preferences. This ongoing innovation keeps the platform fresh and engaging, attracting new users and encouraging existing ones to stay connected.

By understanding these contributing factors, we gain a deeper insight into the driving forces behind Canada’s social media boom. Recognising the dynamic interplay between technological advancements, changing communication habits, and the allure of engaging content allows us to better anticipate future trends and prepare for the continued evolution of this vibrant online landscape.

Popular Social Media Platforms in Canada

The Canadian social media network is a diverse ecosystem, with different platforms catering to distinct preferences and demographics. Here’s a breakdown of the numbers of social media usage in Canada:

1. Facebook: Reigning supreme with 77% reach and 30.06 million Canadian users, Facebook remains the social media kingpin in Canada. Its user base skews older, with the 35-49 age group being the most active. (NapoleonCat)

2. Instagram is the second most popular, with 55% reach and 18.71.65 million users; Instagram dominates visual storytelling. Its audience skews younger, with Gen Z and Millennials forming the core demographic. (NapoleonCat)

3. TikTok: Making waves with a meteoric rise, TikTok boasts 12 million users. Its short-form video format resonates with younger generations, particularly Gen Z. (Oosga)

4. YouTube: The video titan holds a strong 30.10 million users. Its diverse content caters to a broad range of age groups, making it a powerful platform for reaching general audiences. (DataReportal)

5. Snapchat: Despite facing stiff competition, Snapchat maintains a loyal following with 11.45 million users. Its ephemeral content format attracts teenagers and young adults. (Statista)

6. LinkedIn: For professionals, LinkedIn stands out with 43% reach and 22.10 million users. Its focus on career networking attracts a primarily adult audience. (NapoleonCat)

7. Pinterest: Visual discovery platform Pinterest is the least one social media platform that has carved a niche with 12.14 million users. Its user base skews female and tends to be in the 25-44 age group.

These statistics and demographic insights paint a clearer picture of the different online havens Canadians frequent. This knowledge is crucial for businesses tailoring their social media strategies to reach the right audience on the right platform.

Trends in Canadian Social Media in 2023

The Canadian social media landscape constantly evolves, with new trends shaping how we connect, consume, and shop. Here are some key trends currently making waves:

1. The Short-Form Video Revolution: Platforms like TikTok redefine content creation with bite-sized, engaging videos. This shift demands fast-paced, visually captivating content, impacting entertainment and educational and informative initiatives. Businesses adapt by incorporating short-form videos into their marketing strategies, offering glimpses into their brand stories and engaging younger audiences.

2. Social Commerce Takes Center Stage: The use of social media is no longer just for connecting; it’s become a bustling marketplace. The rise of social commerce features like shoppable posts and livestream shopping experiences makes it easier than ever to purchase directly from platforms. This trend holds immense business potential, allowing them to convert engagement into sales seamlessly.

3. News Feed as News Source: Traditional news consumption habits are changing, with younger generations increasingly turning to social media for information. Platforms are responding by prioritising credible news sources and implementing fact-checking measures. This trend creates both difficulties and opportunities for news organisations, demanding innovative approaches to delivering reliable information in a social media-friendly format.

These emerging trends highlight the changing nature of Canadian social media. Understanding and adapting to these shifts is key for individuals and businesses alike to stay relevant and thrive in this ever-evolving digital landscape.

Top Messaging Apps in Canada and Their Statistics (2023)

The Canadian messaging app landscape is dominated by familiar players, with a few exciting twists depending on age and usage preferences. Here’s a breakdown of the top contenders:

1. Facebook Messenger: The undisputed king, with 20.23 million users. Its integration with Facebook and Instagram strengthens its dominance, particularly among older demographics. (NapoleonCat)

2. WhatsApp: Secure messaging giant WhatsApp holds steady with 9.1 million users. Its popularity is higher among younger audiences and those prioritising privacy. (Worldpopulationreview)

3. iMessage: Apple’s exclusive messaging platform boasts 59.84%. Naturally, it finds favour among iPhone users and caters to a younger demographic. (Statcounter)

Canadian Social Media: Charting a Course for Business Success

Canada’s thriving social media landscape offers a wealth of opportunities for businesses to communicate with their target audience, build brand awareness, and generate results. But navigating this dynamic space requires an informed approach. Here are some key insights to guide your Canadian social media marketing:

1. Know Your Audience

  • Platform selection: Identify the platforms where your target demographics spend their time. For younger audiences, consider TikTok and Instagram, while Facebook and LinkedIn might be more suitable for older demographics or B2B businesses.
  • Content preferences: Tailor your content to match audience interests and expectations. Understand cultural nuances and humour, prioritise visually appealing content, and embrace storytelling formats.

2. Authenticity is Key

  • Be genuine: Ditch the hard sell and focus on building genuine connections with your audience. Share informative content, respond to comments, and participate in conversations to establish trust and foster loyalty.
  • Show your local side: Celebrate Canadian values and embrace local humour and references. Showcase your Canadian identity to resonate with audiences and differentiate yourself from global brands.

3. Engage and Drive Action

  • Start conversations: Encourage interaction through polls, questions, and contests. Host live sessions and offer behind-the-scenes glimpses to create a sense of community and exclusivity.
  • Make it actionable: Clearly communicate your call to action, whether it’s visiting your website, making a purchase, or simply learning more about your brand.

4. Leverage Social Commerce

  • Shoppable posts and live shopping: Utilise built-in social commerce features to make the buying journey seamless. Showcase products in an engaging way, offer exclusive deals, and provide interactive experiences to convert followers into customers.

5. Stay Current and Measure

  • Track trends and competitor activity: Adapt your strategy based on emerging trends and analyse your competitors’ actions to stay ahead of the curve.
  • Measure results and refine: Identify what resonates with your audience and what doesn’t. Use analytics tools to track performance and continuously optimise your social media efforts for optimum impact.

Remember, effective Canadian social media marketing requires a commitment to understanding your audience, creating engaging content, and adapting to the ever-changing landscape. By following these insights and embracing a strategic approach, your business can thrive in the vibrant Canadian social media ecosystem.

With the end of 2023, Canada’s social media stood at a fascinating crossroads. Millions of new users flocked to platforms like TikTok, reshaping how we connect, consume information, and even shop. Established platforms like Facebook and Instagram adapted to stay relevant while short-form video and social commerce took centre stage. The news landscape has even undergone a transformation, with social media becoming a primary source of information for younger generations.


What are some resources for staying up-to-date with social media statistics in Canada and trends?

Statistics Canada, Vividata, GlobalWebIndex and Sprout Social.

What are the government’s efforts to regulate social media in Canada?

The Canadian government has introduced measures like the Online Harms Reduction Act, Digital Charter Implementation Act, and Media and Broadcast Fund.

What are the ethical considerations for businesses using social media in Canada?

User privacy, Authenticity and transparency and Social responsibility. 

How does the usage of social media in Canada compare to other countries?

TikTok: Canada’s TikTok reach is slightly higher than the global average, indicating strong adoption among younger generations.
Telegram: Canada sees higher Telegram usage compared to many other countries, likely due to privacy concerns and advanced features.
WeChat: This platform is unique to Canada due to its significant Chinese Canadian population.

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