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.