Canada Influencer Marketing: Planning and Measurement Grow More Sophisticated - eMarketer
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Canada Influencer Marketing: Planning and Measurement Grow More Sophisticated

eMarketer Report

By: eMarketer

Published: July 06, 2017

Jump to: Executive Summary | Table of Contents | List of Charts

Executive Summary

Brand marketers in Canada are utilizing more sophisticated tools to plan and measure influencer programs. Several tech firms and agencies have cropped up locally to advance the discipline, and new regulations governing paid sponsorship of influencers are likely to provide greater transparency for consumers.

  • Tapping into influencer audiences with sponsored content has proven to be an effective form of brand messaging in Canada. The trend has been a boon for social media stars, many of whom are now well compensated for their content and audiences.
  • From what was once primarily the domain of blog posts, influencer content has evolved with the emergence of newer social platforms. Visual media platforms are supplanting the written word as the premium influencer vehicle, with Instagram in particular commanding the most attention from many brands.
  • A vendor ecosystem has developed to capture growing brand investment and apply these dollars in more sophisticated ways. Influencer marketplaces in particular provide comprehensive solutions for audience targeting, program execution and measurement of campaigns.
  • New regulations from last year governing the practice of influencer marketing in Canada are not well understood by brands. Advertising Standards Canada (ASC) and Canada’s Competition Bureau have begun to better communicate the requirements.

"Influencers can work with brands in many ways, but nearly all (96%) of the influencers in Canada polled by Influence Central in February 2017 (mostly females) said they did so by writing sponsored blogs and social posts."

Table of Contents

The Influencer Scene in Canada

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The Influencers’ Stage: How and Where They Hold Court

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A How-To Guide for Brands

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The New Regulations and Guidelines

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16 charts are included in the full report:

Canada Influencer Marketing: Planning and Measurement Grow More Sophisticated

Ways in Which Influencers in Canada Work with Brands, Feb 2017 (% of respondents)

The Influencer Scene in Canada

Monthly Amount that Influencers in Canada Generate from Their Blog/Social Influence Work, Feb 2017 (% of respondents)

Percent of Income that Is Drawn from Select Sources According to Influencers in North America, Sep 2016 (% of total)

The Influencers’ Stage: How and Where They Hold Court

Ways in Which Influencers in Canada Work with Brands, Feb 2017 (% of respondents)

Topics that Influencers in Canada Cover on Their Blog/Social Content, Feb 2017 (% of respondents)

Preferred Platform for Influencer Marketing According to PR/Marketing Professionals Worldwide, Nov 2016 (% of respondents)

Primary Digital Source of Traffic to Blogs According to Influencers in Canada, Feb 2017 (% of respondents)

Platforms Used by Influencers in North America for Social Media Content, 2014-2016 (% of respondents)

A How-To Guide for Brands

Expected Change in Influencer Marketing Budget According to PR/Marketing Professionals Worldwide, Nov 2016 (% of respondents)

Instagram Ad Revenues* vs. Influencer Marketing Revenues** Worldwide, 2016 (millions)

Allocation of Their Company's Influencer Marketing Budget According to Brand Marketers Worldwide, Sep 2016 (% of respondents)

Finding the Right Influencers

Most Important Factor When Partnering with a Brand According to Influencers in North America, Nov 2016 (% of respondents)

Primary Factor that Would Prevent Influencers in North America from Partnering with a Brand, Nov 2016 (% of respondents)

Importance of Select Factors When Considering Influencer Marketing Programs According to Influencers in North America, 2014-2016 (scale of 1-10*)

Measuring Campaigns

Primary Challenge of Implementing Influencer Programs According to PR/Marketing Professionals Worldwide, Nov 2016 (% of respondents)

The New Regulations and Guidelines

Awareness of Proposed ASC Guidelines on Influencer Marketing Among Marketers in Canada, Sep 2016 (% of respondents)