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EMARKETER

Canada TikTok Marketing 2022

Brands Can't Ignore Hypergrowth in Audience Size

Report by Paul Briggs  |  Aug 19, 2022
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Report
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Table of Contents
Executive Summary
Key Points
TikTok’s Canadian Audience Is Now Too Big to Ignore
The Advertising Opportunity: Brands Take a Deep Dive Into Paid and Organic Promotion
Creator Partnerships: The Key to Brand Relevance
TikTok Is Adding Fuel to Social Buying
How Brands Can Tap Into the TikTok Momentum
Insider Intelligence Interviews
Read Next
Sources
Media Gallery
About This Report
TikTok’s rapid entry onto the social scene in Canada makes it a prime venue for marketers to increase investment. Brands of all stripes should test new ad formats, work with creators to engage audiences, and aim to trigger social commerce transactions from TikTok.
Topics
Social Media Marketing
Canada
Table of Contents
Executive Summary
Key Points
TikTok’s Canadian Audience Is Now Too Big to Ignore
The Advertising Opportunity: Brands Take a Deep Dive Into Paid and Organic Promotion
Creator Partnerships: The Key to Brand Relevance
TikTok Is Adding Fuel to Social Buying
How Brands Can Tap Into the TikTok Momentum
Insider Intelligence Interviews
Read Next
Sources
Media Gallery

Executive Summary

TikTok’s audience in Canada has skyrocketed. It’s already bigger than Snapchat’s and will overtake Twitter’s next year to become the third most used social network in the country. Understanding what makes TikTok resonate with users is crucial to reaching audiences and driving sales from the platform.

3 KEY QUESTIONS THIS REPORT WILL ANSWER

  1. How many people in Canada use TikTok, and what are the most common ways they use the platform?
  2. What are the advertising and commerce opportunities for brands and marketers on TikTok?
  3. What are the best practices for engaging with TikTok users?

WHAT’S IN THIS REPORT? A deep dive into TikTok user behavior in Canada, strategies for reaching users via advertising, ways to work with creators, and social commerce opportunities.

TikTok Users in Canada, 2022-2026 (millions, % change, and % of internet users)
E-Mail ChartDownload

KEY STAT: There will be 8.3 million TikTok users in Canada in 2022—1.1 million more than we expected in our forecast from last fall.

Here’s what’s in the full report

3files

Exportable files for easy reading, analysis and sharing.

7charts

Reliable data in simple displays for presentations and quick decision making.

6expert perspectives

Insights from industry and company leaders.

    Table of Contents

    1. Executive Summary
    2. Key Points
    3. TikTok’s Canadian Audience Is Now Too Big to Ignore
    4. The Advertising Opportunity: Brands Take a Deep Dive Into Paid and Organic Promotion
    1. Creator Partnerships: The Key to Brand Relevance
    2. TikTok Is Adding Fuel to Social Buying
    3. How Brands Can Tap Into the TikTok Momentum
    4. Insider Intelligence Interviews
    1. Read Next
    2. Sources
    3. Media Gallery

    Charts in This Report

    TikTok Users in Canada, 2022-2026 (millions, % change, and % of internet users)Social Media Platforms and Mobile Messaging Apps Used by Adults in Canada, by Demographic, Feb 2022 (% of respondents in each group)
    Social Networking Sites Visited by Children and Teens in Canada, March 2022 (% of respondents )Weekly Time Spent With Social Media Among Weekly Social Media Users in Canada, by Platform, May 2022 (hours)
    TikTok Usage Habits by Internet Users in Canada, by Language, Q3 2021 (% of respondents)TikTok Net Ad Revenues Worldwide, 2019-2024 (billions)
    Average Email Performance Metrics Worldwide, by Message Type, H1 2021

    Interviewed for This Report

    Scott Benzie
    Digital First Canada
    Executive Director
    Interviewed July 18, 2022
    Sarah-Anne Ducreux
    L'Oreal Canada
    Director, Media, Influence, and Advocacy
    Interviewed July 13, 2022
    Simon Lejeune
    Wealthsimple
    Vice President, Growth
    Interviewed July 20, 2022
    Brooke Robinson
    AdParlor
    Vice President, Performance Marketing
    Interviewed June 8, 2022
    Kathy Tsolakos
    Penningtons
    Vice President, Marketing, Ecommerce, and Visual Presentation
    Interviewed June 6, 2022
    Saad Usman
    Koho
    Paid Social Manager
    Interviewed June 17, 2022

    authors

    Paul Briggs

    Contributors

    Alexandra Chipkin
    Researcher, SEA & Canada
    Jasmine Enberg
    Principal Analyst
    Bill Fisher
    Principal Analyst, UK
    Debra Aho Williamson
    Principal Analyst
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