2023
8
Canada Social Media Trends: Spotlight on Content Creators Market Report 2023
2023-03-03T03:02:11+00:00
OX1157963
3695
161019
[{"name":"Social Media","url":"https:\/\/store.mintel.com\/industries\/media-marketing\/social-media"}]
Report
en_GB
“The social media landscape is ever evolving. No longer is social media simply a place for connecting with friends and family. Now, it has emerged as a place where business…

Canada Social Media Trends: Spotlight on Content Creators Market Report 2023

£ 3,695 (Excl.Tax)

Description

“The social media landscape is ever evolving. No longer is social media simply a place for connecting with friends and family. Now, it has emerged as a place where business gets done. With the days of Myspace a distant memory and ‘content creator’ and ‘influencer’ now legitimate job titles, brands must focus renewed efforts on cultivating and maintaining a strong social media presence aligned with their consumers’ interests at heart. Occupying social media incorrectly is not an option.”

– Candace Baldassarre, Research Analyst

Key issues covered in this Report

  • Social media engagement and usage.
  • Content creation and the term ‘content creator’.
  • Following and engaging with social media influencers.
  • The impact of influencers on purchases across categories.
  • Engaging with products and brands over social media.
  • Responding to brands’ social media posts.
  • Consumers’ attitudes towards social media.

 

Table of Contents

  1. Overview

    • What you need to know
    • Key issues covered in this Report
  2. Executive Summary

    • Top takeaways
  3. Market Overview

      • Figure 1: Category outlook: social media trends and spotlight on content creators, 2023-28
    • Opportunities
    • Careers in creating content
    • Seeking value over social media
    • Challenges
    • You are who you post
    • Facebook is faltering
  4. Market Factors

    • Contending with increased costs of living
    • Television and radio broadcasting are on chopping block
    • The Times They Are A-Changin’ at Twitter
      • Figure 2: Twitter Twitter post, 2022
    • Getting meta about Meta
      • Figure 3: Mark Zuckerberg Instagram post, 2022
    • Things are ‘heating’ up at TikTok
    • Creator funds in Canada
    • Regulating social media
    • Bill C-11
  5. Competitive Strategies

    • Making podcasting more accessible
    • Content paywalls create new opportunities
      • Figure 4: Linktree Instagram post, January 2023
    • Influencer-brand collaborations: the influencer trip
      • Figure 5: Alix Earle Instagram post, January 2023
    • Challenging idealized influencers
      • Figure 6: GoodLife Fitness Instagram post, December 2022
    • Gen Z wants to BeReal
    • Authenticity over all
      • Figure 7: Thebirdspapaya Instagram post, December 2022
    • ChatGPT and AI-generated content
      • Figure 8: openaidalle Instagram post, December 2022
  6. Fast Facts: Social Media Trends and a Spotlight on Content Creators

  7. Social Media Engagement and Usage

    • Friends and family come first
      • Figure 9: Types of content engaged with on social media, 2022
    • Challenging news, Netflix and cable
    • Enormous gender differences
      • Figure 10: Types of content engaged with on social media, men vs women, 2022
    • Age drives multiplicity of content engaged with
      • Figure 11: Types of content engaged with on social media, by age, 2022
    • Les Québécois interagissent avec moins de contenu
    • (Quebec engages with less content)
      • Figure 12: Types of content engaged with on social media, Quebec vs overall, 2022
      • Figure 13: Types of content engaged with on social media (select), English-speaking Quebecers vs French-speaking Quebecers, 2022
      • Figure 14: Brick Warehouse Instagram post, January 2023
    • Daily use by platform: Facebook still has it
      • Figure 15: Daily social media usage, 2022
    • Significant interplay of age and gender
      • Figure 16: Daily social media usage, men vs women, 2022
      • Figure 17: Daily YouTube usage, by age and gender, 2022
      • Figure 18: Daily social media usage, by age, 2022
      • Figure 19: Daily Facebook and TikTok usage, by age, 2022
  8. Content Creators and Content Creation

    • Facebook then Instagram reign supreme
      • Figure 20: Social media activities done in the past six months, 2022
      • Figure 21: Social media activities done in the past six months, men vs women, 2022
    • Facebook is underperforming among younger Canadians
      • Figure 22: Social media activities done in the past six months, by age, 2022
    • Creeping, lurking or posting?
      • Figure 23: Social media activities done in the past six months, by those who visit/use each platform daily, 2022
    • Parents create more content
      • Figure 24: Social media activities done in the past six months, mothers vs fathers with children under 18 in the household, 2022
    • South Asian consumers are above-average content creators
      • Figure 25: Social media activities done in the past six months, (South Asian vs Overall), 2022
    • Content creator is a contentious title
      • Figure 26: ‘I am a content creator’ (% any agree), by type of content created over social media in past six months, 2022
      • Figure 27: Attitudes regarding content creation (% any agree), men vs women, 2022
      • Figure 28: Attitudes regarding content creation (% any agree), by age, 2022
    • Content creators: hacking the system
  9. Following Social Media Influencers

    • Influencers are everywhere
      • Figure 29: Chiara Ferragni Instagram post, January 2023
      • Figure 30: Statistics Canada Twitter post, April 2021
      • Figure 31: Influencer followers vs non-influencer followers, by age, 2022
      • Figure 32: Influencer categories followed, 2022
    • Younger consumers like influencers in all categories
      • Figure 33: Influencer followers vs non-influencer followers, women vs men, 2022
    • Gendered differences continue through categories followed
      • Figure 34: Categories of influencers followed, women vs men, 2022
    • Having children means…following influencers?
      • Figure 35: Categories of influencers followed, moms vs dads, 2022
    • I want to be an influencer when I grow up!
      • Figure 36: “I wish I was an influencer” (% any agree), by age and gender, 2022
      • Figure 37: “I wish I had more followers on social media” (% any agree), by age and gender, 2022
    • Influence is not even
      • Figure 38: Tamu McPherson Instagram post, December 2022
  10. Engaging with Social Media Influencers

    • Influencer endorsements impact purchases across categories
      • Figure 39: Impact of influencer’s endorsement on purchasing habits, 2022
      • Figure 40: bridget Instagram post, December 2022
    • Increased interest in influencer live streaming
      • Figure 41: “I like to watch influencer live streams” (% any agree), by age and gender, 2022
  11. Engaging with Products and Brands

    • Seeking value above all else
      • Figure 42: Engagement with brands over social media in past six months, 2022
    • Brands need a strong social media presence
      • Figure 43: “I expect brands to have a strong social media presence” (% any agree), by age, 2022
      • Figure 44: Duolingo Instagram post, January 2023
    • Age and gender distinctly impact engagement with brands
      • Figure 45: Engagement with brands over social media in past six months, by age, 2022
      • Figure 46: Engagement with brands over social media in past six months, men vs women, 2022
    • Free stuff?
      • Figure 47: Kylie Cosmetics Instagram post, December 2022
    • Higher-income households still like a deal
      • Figure 48: Engagement with brands over social media in the past six months (select), by household income, 2022
    • Lost in translation
      • Figure 49: Engagement with brands over social media in the past six months (select), English vs French-speaking Quebecers, 2022
    • Fathers are engaging with brands
      • Figure 50: Engagement with brands over social media in the past six months (select), dads vs moms, 2022
  12. Consumers’ Responses to Brands’ Posts

    • (Don’t just) smash that ‘like’ button: beyond social media engagement rates
      • Figure 51: Actions taken in response to brands’ posts over social media in the past six months, 2022
      • Figure 52: Actions taken in response to brands’ posts over social media in the past six months, by age, 2022
    • Young women responding in droves
      • Figure 53: Actions taken in response to brands’ posts over social media in the past six months (select), by age and gender, 2022
      • Figure 54: “Reviews on social media are helpful in choosing a product/service” (% any agree), by age and gender, 2022
  13. Attitudes towards Social Media

    • It’s a fine balance
      • Figure 55: Attitudes towards social media (% any agree), 2022
    • Sneaking in sponsored posts: reviews and collaborations
      • Figure 56: Attitudes towards social media (% any agree), by age, 2022
      • Figure 57: Green Giant Instagram post, November 2022
      • Figure 58: Meredith Duxbury Instagram post, January 2023
      • Figure 59: “Collaborations between influencers and brands appeal to me” (% any agree), by age of children in household, 2022
    • Social media is serious stuff
      • Figure 60: Attitudes regarding social media networks (% any agree), by age, 2022
    • Let me just check my phone first
  14. Appendix – Data Sources and Abbreviations

    • Data sources
    • Consumer survey data
    • Consumer qualitative research
    • Abbreviations and terms
    • Abbreviations

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