It’s time for our annual data report on Canadian social media use! Each year, we gather Canadian statistics from multiple sources and reorganize it by social media platform. The goal is to help marketers understand Canadian online behaviour, so they can profitably reach and serve consumers in this country.
BONUS: Newsletter subscribers will receive access to a more detailed version of this special report, including additional data, insights and expert tips for social media marketing to Canadians in 2025. Sign up today! Each year, we’ll make an announcement in the newsletter when the latest annual report is available.
The marketing potential is there, to say the least. Canadians continue to be enthusiastic users of social media in 2025. They’re spending 2 hours and 21 minutes using an average of 6.83 platforms.
“Canada continues to be one of the most connected countries in the world,” says Social Media Lab. “An overwhelming majority of online Canadian adults (95%) have an account on at least one social media platform, with 93% visiting at least one of the major platforms monthly. Dominant platforms such as Facebook, YouTube and Instagram are still at the top.”
The top social media networks in Canada for 2025 are:
- Facebook 82%
- YouTube 73%
- Instagram 63%
- LinkedIn 49%
- Pinterest 39%
- X 37%
- TikTok 35%
- Snapchat 30%
- Reddit 27%
Online Canadian Adults with a Social Media Account: Year-Over-Year (YOY)
Image Source: 2025 State of Social Media in Canada, Social Media Lab, Toronto Metropolitan University
Our internal data indicates visibility across social networks continues to decrease, an impact being felt by many websites as AI infiltrates the search world. Both organic and paid ad reach is down, and with it the return on ad spend (ROAS). Traditional search methods just can’t handle the large volume of advertisers who are all vying for the same thing. This trend will continue until someone comes up with a better way to index and present database search results, which I believe is coming soon. In the meantime, all we can do is monitor the data, plan our campaigns more strategically, and never stop testing.
The good news is social media continues to be extremely popular in Canada, and you can still reach consumers there (potential network ad reach data is included below). Social media networks are the top type of website visited in Canada, at 94.8% of internet users aged 16-64 (who have visited or used each kind of digital property in the past month).
“Canada’s social media scene is evolving,” states Statista. “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.”
There are some exciting Canadian social media networks launching this year, as Canadians focus on supporting their communities and working together to build a better country. We can’t wait to see how they impact our future reports about social media use in Canada.
Why Do Canadians Use Social Media in 2025?
40.2% of Canadians visit social media to learn about brands and view their content.
54.3% of Canadians use social media to research brands and products they’re considering for purchase.
19.1% of Canadians say they follow influencers or experts on social media.
A Meltwater report says the main reasons Canadian social media users over the age of 18 use social media are:
- Keeping in touch with friends and family 50.8%
- Filling spare time 39%
- Reading news stories 34.5%
- Finding content 30.5%
- Seeing what’s being talked about 29.2%
- Finding products to purchase 27.3%
- Finding inspiration for things to do and buy 27.2%
- Watching or following sports 23.6%
- Watching live streams 23.4%
- Seeing content from your favourite brands 22.5%
- Making new contacts 22.1%
- Work-related networking or research 22.1%
- Sharing and discussing opinions with others 21.9%
- Following celebrities or influencers 19.7%
- Avoiding missing out on things (FOMO) 19.5%
The top 3 reasons by age group:
Age 16-24
- Friends & Family
- Fill up spare time
- Find content
25-34
- Friends & Family
- Fill up spare time
- Read news stories
35-44
- Friends & Family
- Fill up spare time
- Read news stories
45-54
- Friends & Family
- Read news stories
- Fill up spare time
55-64
- Friends & Family
- Read news stories
- Fill up spare time
65+
- Friends & Family
- Read news stories
- Fill up spare time
2025 Social Media Users in Canada (Statistics)
It can be difficult to find Canadian-specific data and it isn’t always reliable when we do find it. When the numbers really count, I gather information and base my decisions on consensus or averages. Since social media is a huge part of digital marketing success in Canada, we pull data from a number of sources to help guide our campaigns. That’s what we’re sharing with you here.
The Fastest Growing Social Media Networks in Canada, according to the Social Media Lab:
- Instagram leapt 26 points, climbing from 37% to 63%, likely fueled by video-first features such as Reels.
- Reddit nearly tripled, rising 18 points (from 9% to 27%) as niche communities go mainstream.
- YouTube gained 14 points (from 59% to 73%), underscoring Canadians’ appetite for long-form video content.
- Snapchat added 8 points, moving from 22% to 30%, likely due to its Augmented Reality and Discover features.
- TikTok user base has more than doubled since we began tracking this platform in 2020 (from 15% to 35%), making it the fastest-growing platform in Canada in recent years.
We have additional Canadian social media data for you below, organized by network. Different types of people use each social network for different reasons. Each network attracts individuals in specific demographics too, such as age groups. Use this data to optimize your network-specific marketing strategy in order to improve campaign results and increase your return on ad spend (ROAS).
[DISCLOSURE: We may receive compensation for links to products on this website.]
Facebook / Meta
82% of Canadian adults have a Facebook account, reports the Social Media Lab.
71% of Canadian adult users visit Facebook daily, while 17% use it weekly. Women (86%) use it more often than men (79%) in Canada, but the gap is narrowing.
Use of the network has dropped by 15% in the 18-24 age group, while adoption is higher in the 24-54 age group.
Almost 1.8 billion people use Facebook Groups every month, according to Hootsuite.
1 in 4 young adult daily active users (DAUs) in the U.S. & Canada use Facebook Marketplace.
CIRA reports 66% of Canadians have used Facebook, and 32% say it’s the most toxic, addictive and ‘unsafe for children’ social media network in Canada.
Facebook refers 44% of website traffic sent by social media platforms in Canada, according to We Are Social. Your ads on Facebook have the potential to reach 73.2% of Canadian users of the network.
YouTube
Owned by Google since 2006
73% of Canadian adults have a YouTube account, reports the Social Media Lab.
66% use YouTube daily, 25% visit it weekly. Men (76%) are more likely to have a YouTube account than women (70%).
94% of Canadians in the 18-24 age group have an account, while 54% of adults age 55 or older have one.
CIRA reports 55% of Canadians have ever used YouTube, and 27% say it’s the most useful network.
Your ads on YouTube have the potential to reach 86.7% of Canadian users of the network, according to We Are Social.
Owned by Facebook/Meta Platforms since 2012
63% of online Canadians have an Instagram account, reports the Social Media Lab.
66% of Canadian users visit Instagram daily, 21% use it weekly. Women (68%) lead by user accounts, followed by men (58%).
91% of the 18-24 age group have an account.
CIRA reports 45% of Canadians have ever used Instagram.
Your ads on Instagram have the potential to reach 59.6% of Canadian users of the network, according to We Are Social.
Owned by Microsoft since 2016
There are 233 million users of LinkedIn in North America, according to the B2B network. About 67.1 million companies and organizations have a business page on LinkedIn.
49% of online Canadians have a LinkedIn account, reports the Social Media Lab.
26% use LinkedIn daily, 35% visit it weekly. Men (51%) are 5% more likely to use LinkedIn than women (46%).
Thought to be influenced by the typical career trajectory, LinkedIn is used most by the 25-34 age group (63%), followed by the 18-24 age group (56%) and 35-44 age group (53%).
CIRA reports 32% of Canadians have ever used LinkedIn, and 16% Canadians believe it has accurate information and acts responsibly.
Your ads on LinkedIn have the potential to reach 82.7% of Canadian users of the network, according to We Are Social.
39% of Canadian online adults have a Pinterest account, reports the Social Media Lab.
23% use Pinterest daily, 37% visit it weekly. The network is twice as popular among women (52%) than among men (26%).
Pinterest is used most often by Canadians in the 25-34 (55%) age group, followed by the 25-34 (55%), 18-24 (50%), 45-54 (42%), 35-44 (41%), and 55+ (27%) age groups.
CIRA reports 15% of Canadians have ever used Pinterest.
Your ads on Pinterest have the potential to reach 10,085,000 Canadian users of the network, according to We Are Social.
In Canada, Pinterest says they reach:
- 39% of people ages 18-24
- 37% of people ages 25-34
- 35% of people ages 35-44
X
37% of Canadian adults have an X account, reports the Social Media Lab.
43% use X Daily, while 31% visit it weekly. Canadian Men (43%) use X more frequently than women (31%).
The 25-34 age group (54%) leads in usage, followed by 18-24 (52%), 35-44 (40%), 45-54 (39%), and 55+ (21%).
CIRA reports only 19% of Canadians say they use X. 31% of Canadians say the reason is the network’s polarizing content, while 33% of Canadians say X promotes misinformation and disinformation.
Your ads on X have the potential to reach 32.3% of Canadian users of the network, according to We Are Social.
TikTok
TikTok has enjoyed a 26% jump in popularity in Canada, with 35% of Canadians using the network, according to the Social Media Lab.
60% use TikTok daily, 24% visit it weekly. More women (38%) have accounts than Men (33%).
The 18-24 (65%) age group leads the way, followed by 25-34 (59%), 35-44 (46%), 45-54 (30%), and 55+ (13%).
CIRA reports 18% of Canadians have ever used TikTok.
Your ads on TikTok have the potential to reach 39.4% of Canadian users of the network, according to We Are Social.
54% of Canadian millennial users surveyed by TikTok learned something new or found information about a topic on TikTok within the last 30 days.
Ecommerce shopping journeys on TikTok are 1.2x more likely to exceed expectations, by comparison to shopping directly on marketplaces.
Ads with a high entertainment value have 17% higher purchase intent in Canada, by comparison to ads with low entertainment value.
French-speaking Gen Z TikTok users (aged 18-24) in Quebec are 1.2x more likely to have interacted with brands on TikTok (vs. the average French-speaking user).
38% of French-speaking Gen Z TikTok users in Quebec (aged 18-24) took action on TikTok (in general) after clicking on a TikTok ad.
54% of TikTok users pay attention to product recommendations from Creators on TikTok.
1 in 3 TikTok users are open to making purchases directly from TikTok.
Snapchat
30% of Canadian adults have a Snapchat account, reports the Social Media Lab.
53% use Snapchat daily, 24% visit it weekly. Canadian Women (31%) use Snapchat slightly more than men (29%).
The 18-24 age group (69%) leads account owners, followed by 25-34 (61%), 35-44 (32%), 45-54 (23%), and 55+ (6%).
CIRA reports 15% of Canadians have ever used Snapchat.
Your ads on Snapchat have the potential to reach 32% of Canadian users of the network, according to We Are Social.
27% of Canadian adults have a Reddit account, says the Social Media Lab report.
40% use Reddit daily, 36% visit it weekly. Canadian men (31%) use Reddit more often than women (24%).
The 18-24 age group (52%) are the most likely to have a Reddit account, followed by 24-34 (46%), 35-44 (30%), 45-54 (25%), and 55+ (10%).
Your ads on Reddit have the potential to reach 36,900,000 Canadian users of the network, according to We Are Social.
Reddit reports 27% of ad viewers are more likely to purchase a product they see advertised on Reddit than on other platforms. 79% of those surveyed would be interested in seeing brands share information about their products on Reddit.
“Redditors tend to be more informed consumers, more valuable buyers, and they go hard for their favorite brands,” declares the network’s business page. “They’re also more likely to recommend the products they love—which never hurts.”
According to Semrush, AI currently gets most of it’s answers (40.1%) from Reddit.
CIRA reports 47% of Canadians have ever used WhatsApp.
Threads
CIRA reports 6% of Canadians have ever used Threads.
BlueSky
CIRA reports 5% of Canadians have ever used BlueSky.
As of January 2025, BlueSky had over 30 million users in total.
Stay Tuned!
As more social media data is released throughout 2025, we’ll update this report. Please follow us on social media or subscribe to our newsletter to be notified of updates.
BONUS: Newsletter subscribers will receive access to a more detailed version of this special report, including additional data, insights and expert tips for social media marketing to Canadians in 2025. Sign up today! Each year, we’ll make an announcement in the newsletter when the latest annual report is available.
How will you leverage social media for your Canadian business in 2025? Please share your tips or questions in the comments below, or join us in the Online Business Canada Facebook group.
Sources & Citations:
Mai & Gruzd (2025). The State of Social Media in Canada 2025. Social Media Lab, Toronto Metropolitan University. DOI: 10.6084/m9.figshare.28830188
Hootsuite. 2025 Facebook Statistics Every Marketer Needs
We Are Social. Special Report: Digital 2025Â
CIRA. 2025 Canadian Internet Trends ReportÂ
TikTok Marketing Science. TikTok as a Discovery Engine Research (Canada)
TikTok Marketing Science. Global Growing TikTok in eCommerce Study (Canada)
TikTok Marketing Science. Global Entertaining Ads Study (Canada)
TikTok Marketing Science. NA French Canadians Study
TikTok Marketing Science. North America Value in Variety Study (Canada Results)
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Last Updated on March 6, 2026 by Melody McKinnon, Online Business & Marketing Manager
I remember when you couldn’t find this kind of Canadian business information ANYWHERE but you guys still managed to share what there was. Now it’s everywhere and you guys have to weed through it for us so we only get the provable numbers. You da BEST Canadian EVER!
Thanks, Kris, knowledge is definitely power when it comes to the digital world!
I’ve been reading your SM reports for three years & I’ve come to rely on them to round out my marketing plans for the next year. Another thing I use it for is internal reports and budget justification. Thirdparty data lends some credibility too. But the reason I’m commenting is just to thank you for the tremendous effort you put into Canadian business research and digging up reliable Canadian data. It’s sincerely appreciated and well done Melody. Plus you make me look smart and on top of things! LOL!