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Canada's preferred social media platforms

We know that you guys simply love to know everything about the social media world so let’s dive into what’s going on in Canada.

Did you know that Canada is still one of the most connected countries in the world? Most Canadian adults online (94 %) have an account on one or more social media platforms according to Toronto Metropolitan University.

Since the end of the pandemic, we have seen a clear difference in the social media channels Canadians choose to spend their time on. Some channels have gained popularity, while others have just fallen significantly in the hearts of Canadians.

Let’s dive into this together!

social media Canada figure 1

Source : Toronto Metropolitan University


  • Despite what some have said, Facebook remains the preferred social media among Canadians. FB has certainly experienced a slight decline (3%), but we clearly see that it is not on the verge of disappearing completely, as some believe.
  • TikTok experienced substantial growth in Canada in 2022. Twenty six percent of Canadian adults now reported having a TikTok account. Among the platforms included in the survey, it had the largest gain (11%) in the number of Canadian adults who reported having an account on the platform in 2022, compared to 2020.
  • Youtube, Instagram and Messaging apps are basically still the same which make them stable social media platforms.
  • Biggest downfall is LinkedIn’s adoption rate. We observe a 7% drop in 2022 compared to 2020, going from 44% to 37%. But, very recently, LinkedIn announced that businesses will be able to do more with their LinkedIn newsletter like incorporate SEO best practices directly into the newsletter.

Now let’s look at the top 3 social media channels in Canada

1 – Facebook


Source : Napoleon Cat

Facebook continues to be the dominant social media platform in Canada in 2022: 80% of Canadian adults have a Facebook account, making it the most widely adopted platform in the country. Facebook is still THE social media per excellence for Canadians.

Interesting stuff to look at 👇

  • Statista Global Consumer Survey conducted in Canada in 2022, reported that 75 % of respondents to the question “Which instant messenger or video call services do you use regularly?’’ answered with ‘’Facebook Messenger’’.
  • Facebook adoption is the strongest among people aged 25–44.
  • Facebook adoption is consistently high across all income groups and education levels.
  • In 2022, the number of Facebook users in Canada amounted to 29.44 million and is projected to grow to over 35 million by 2027.
  • According to Facebook, more than 14 million Canadians check their Facebook news feed every day
  • 9.4 million Canadians use Facebook on a mobile device such as a tablet or a smartphone.
  • According to Zephoria, every 60 seconds on Facebook: 510 comments are posted, 293 000 statuses are updated, and 136 000 pictures are uploaded.

2 – Youtube

YouTube is most popular among Canadians aged 12 to 34 (93%), likely as a result of more content on YouTube tailored to teenagers and young adults, plus the fact that many of the younger age groups grew up on the platform.

Older audiences may not be as interested, but YouTube continues to be used by half of Canadians 65 years of age and older. 

Overall, 83% of online Canadians under 17 used YouTube in the past month, along with 78% of online Canadians 18 and older.

YouTube Logo on Mobile

According to Media Monitors in Canada, YouTube is also a major source of audio content for adults – 3 in 5 online Canadians adults have used YouTube to listen to music in the past month, making it more popular than dedicated music streaming services, including Spotify and Apple Music. 

That trend, however, is not as prevalent for kids: 27% have used YouTube to listen to music in the past month, compared to 64% who have used a music streaming service. 

💡Interesting fact:  According to a marketing-research company that specializes in measuring digital activity (comScore), 71 % of Canadian Internet users, or 17.6 million people, visit YouTube every month.

3 – Instagram

IG is still a very popular social media for Canadians. There were 16 984 000 Instagram users in Canada in November 2022, which accounted for 44.1% of its entire population.

The majority of them were women – 55.3%.

People aged 25 to 34 were the largest user group (5 200 000).

The highest difference between men and women occurs within people aged 35 to 44, where women lead by 1 400 000.


More fun facts for biz owners👇

  • The Social Media Lab reports 51 percent of online Canadian adults have an Instagram account. Forty-five percent visit the network at least once per month. 
  • According to a study lead by Ipsos MORI, 65 % of users under 35 years old agree that their business is stronger because of IG and 59% of Canadians consumers say they are inspired by content they see on Instagram.
  • Ipsos research revealed that 33 percent of Facebook app users — specifically Messenger, Instagram and Facebook — say technology tools helped them start their companies. The numbers increase significantly for businesses owned by young Canadians (57 percent), women (47 percent) and new Canadians (37 percent).
  • Ipsos reports exporters say Facebook’s tools lead to an increase in net sales over the last 12 months. Specifically, 36 percent of exporters say using Instagram helped increase sales while 35 percent say Facebook helped.

If you are ready to increase your sales on social media, you must seriously think about leading a social media ads campaign! If you want to know more about that, just read our last article about The benefits of social media advertising or simply book an online appointment with our team! 😊 See you soon.

Published on December 8, 2022 – by Vincent Choquette – CEO