Canada Social Media 2021

Canada Social Media 2021

Popular Platforms, the Ad Market, and the Rise of Social Commerce

About This Report
Social media usage, advertising, and commerce will reach new levels in 2021, presenting big opportunities for brands to engage consumers.
Table of Contents

Executive Summary

In 2020, social media usage reached new heights across all platforms that we track in Canada. This growing base of users adds fuel to social media advertising, which will account for the majority of display ad investment this year. Tools for commerce have also advanced in the past 12 months, making social media a key discovery channel for retailers and allowing buyers to advance through the purchase funnel more readily.

How has social media usage changed in Canada?

The pandemic drove social media usage to new heights in 2020, a pattern that we expect will have a lasting effect on our forecasts for years to come. Most usage is on smartphones.

What platforms have the most usage?

Facebook still reigns, but Instagram, Twitter, and Snapchat all have sizable user bases in Canada. Pinterest, TikTok, and reddit have gained traction as well.

How has the social ad market developed?

Social makes up the majority of digital display advertising in Canada, driven by programmatic automation and the popularity of mobile and video formats.

What’s the state of social commerce?

Our new forecast for social buyers shows a growing base of digital consumers who use social networks to shop. But in-app checkout is still not a reality in Canada on the major social platforms.

WHAT’S IN THIS REPORT? This report covers eMarketer’s latest forecasts for social media usage in Canada, key advertising trends, and social commerce features now available to retailers and direct-to-consumer (D2C) brands.

KEY STAT: Facebook will maintain the top position for social media usage in Canada, with 21.1 million monthly users this year.

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13expert perspectives

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Table of Contents

  1. Executive Summary
  2. Social Media Users in Canada: 5 Essential Stats from Our Forecasts
  3. Greater Diversity of Platforms
  4. Social Advertising
  1. Social Commerce
  2. Key Takeaways
  3. Insider Intelligence Interviews
  4. Read Next
  1. Sources
  2. Media Gallery

Interviewed for This Report

Arak Bhokanandh
Vice President, Digital
Interviewed February 3, 2021
Joshua Bloom
General Manager, Global Business Solutions, Canada
Interviewed February 5, 2021
Sonia Carreno
IAB Canada
Interviewed February 4, 2021
Lauren Dineen-Duarte
American Express
Director, Public Affairs and Communications
Interviewed February 4, 2021
Youri Hollier
Tim Hortons
Director, Digital and Social Media
Interviewed January 28, 2021
Frederick Lecoq
Sporting Life Group
Interviewed February 2, 2021
Matt McGowan
Director and General Manager, Canada
Interviewed January 18, 2021
Lola Oyelayo-Pearson
Director, UX, Money and Channels
Interviewed January 28, 2021
Brooke Robinson
Vice President, Performance Marketing
Interviewed January 14, 2021
Marius Ronnov
Interviewed February 2, 2021
Vinay Sharma
Director, Performance Marketing
Interviewed February 2, 2021
Dwayne Winseck
Canadian Media Concentration Research Project
Interviewed December 14, 2020
Jamie Michaels
Head of Brand Strategy, Canada
Interviewed January 12, 2021

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Read This With Insider Intelligence


Paul Briggs


Jasmine Enberg
Senior Analyst
Jeremy Goldman
Principal Analyst
Angela Kim
Senior Researcher