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EMARKETER

TikTok in Canada

What Marketers Need to Know About the Still-Rising (and Highly Scrutinized) Platform

Report by Paul Briggs  |  Sep 18, 2023
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Report
Executive Summary
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Table of Contents
Executive Summary
TikTok’s audience growth bucks the trend.
TikTok has a grip on Canada’s youth.
Engagement is TikTok’s leg up.
TikTok has a user trust problem.
TikTok commerce in Canada is positioned for growth.
Sources
Media Gallery
About This Report
TikTok continues to attract a lot of attention, both good and bad. The hype around its heavily engaged and coveted Gen Z audience is real. But concerns over alleged privacy violations have made it a target for regulators, and user trust of the platform has suffered as a result.
Topics
Social Media Marketing
Canada
Table of Contents
Executive Summary
TikTok’s audience growth bucks the trend.
TikTok has a grip on Canada’s youth.
Engagement is TikTok’s leg up.
TikTok has a user trust problem.
TikTok commerce in Canada is positioned for growth.
Sources
Media Gallery

TikTok continues to attract a lot of attention, both good and bad. The hype around its heavily engaged and coveted Gen Z audience is real. But concerns over alleged privacy violations have made it a target for regulators, and user trust of the platform has suffered as a result.

Key Question: How much has TikTok shifted the marketing landscape in Canada?

KEY STAT: A quarter of Gen Zers in Canada spend more than an hour a day on TikTok, according to June 2023 polling by Narrative Research and The Logit Group.

Here’s what’s in the full report

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1chart

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Table of Contents

  1. Executive Summary
  2. TikTok’s audience growth bucks the trend.
  3. TikTok has a grip on Canada’s youth.
  1. Engagement is TikTok’s leg up.
  2. TikTok has a user trust problem.
  3. TikTok commerce in Canada is positioned for growth.
  1. Sources
  2. Media Gallery

Charts in This Report

Social Networking Apps/Sites Used by Children and Teens in Canada, March 2023 (% of respondents)

authors

Paul Briggs

Contributors

Iwona Drapala
Senior Forecasting Analyst
Jasmine Enberg
Principal Analyst
Angela Kim
Senior Researcher
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