Daniel Slotta
Research expert covering Greater China
Social media usage in Canada - statistics & facts
Canada's social media scene is evolving. As established giants and rising stars compete for users' attention, this dynamic shift is happening in the context of a digital marketing revolution. AI-powered personalization and short-form video content are transforming how brands connect with their audiences. Can traditional social media powerhouses coexist with innovative newcomers and trends?
Facebook’s popularity is particularly pronounced among younger adults, with users aged 25 to 34 years constituting the largest share of Facebook's audience in Canada as of January 2025. Moreover, Facebook's influence extends beyond its main platform, with Facebook Messenger ranking among the most downloaded social apps in the country.
TikTok’s appeal spans multiple age groups, with Gen Z leading the charge. As of February 2024, approximately 37 percent of Canadian TikTok users belonged to the Gen Z demographic. Interestingly, the platform has also gained attention among older generations, with over 20 percent of Canadian users falling into the Generation X category. This diverse user base demonstrates TikTok's ability to attract and engage individuals across various age groups, solidifying its position as an influential social media platform in Canada.
The meeting of AI-powered personalization and video-centric content is reforming the digital landscape. The utilization of these features may create even more competition for Facebook, while Gen Z increases its role in shaping the future of social media usage in Canada.
Which platform dominates the Canadian market?
Facebook continues to dominate the Canadian social media landscape, maintaining its position as the market leader. In March 2025, the platform accounted for almost 60 percent of all social media site visits in the country, thus holding over 50 percent of all mobile social media visits. This power is evidenced by the platform's substantial user base, which reached 30 million in 2024 and is projected to grow to over 34 million by 2029.Facebook’s popularity is particularly pronounced among younger adults, with users aged 25 to 34 years constituting the largest share of Facebook's audience in Canada as of January 2025. Moreover, Facebook's influence extends beyond its main platform, with Facebook Messenger ranking among the most downloaded social apps in the country.
Is TikTok’s influence on the rise?
TikTok's impact continues to grow in Canada, with user numbers projected to increase over the coming years. From 2024 to 2028, the platform is expected to gain 1.7 million new users, representing an 11.12 percent growth. The app is estimated to have 17.02 million users in Canada by the end of this period, marking the tenth consecutive year of its user base expansion.TikTok’s appeal spans multiple age groups, with Gen Z leading the charge. As of February 2024, approximately 37 percent of Canadian TikTok users belonged to the Gen Z demographic. Interestingly, the platform has also gained attention among older generations, with over 20 percent of Canadian users falling into the Generation X category. This diverse user base demonstrates TikTok's ability to attract and engage individuals across various age groups, solidifying its position as an influential social media platform in Canada.
Will AI reshape digital marketing in Canada?
The digital marketing landscape is undergoing a transformation, with AI and video content emerging as key drivers of change. AI-powered personalization is expected to be the most impactful trend in the marketing industry in 2025, according to 73 percent of marketing agency executives surveyed in the United States and Canada. This shift towards AI-driven strategies is matched by the growing importance of short-form video content, which 49 percent of respondents identified as a crucial trend. The rise of video content is demonstrated by the popularity of platforms like Facebook among influencers, with 88 percent of Canadian influencers reporting regular use of the platform. This aligns with the increasing value of global influencer marketing, which is projected to reach 22 billion U.S. dollars by 2025.The meeting of AI-powered personalization and video-centric content is reforming the digital landscape. The utilization of these features may create even more competition for Facebook, while Gen Z increases its role in shaping the future of social media usage in Canada.
