How Marketers Should Leverage Social Media in Canada
As the number of social media users reaches new milestones, brand marketers cannot ignore this massive audience, their behaviors across different platforms, and the enhanced targeting capabilities now available from advertising products. Even in a cookie-compromised ecosystem, with targeting on mobile devices becoming more difficult, investing in social channels for organic content and paid promotion must remain a priority in media planning. Here’s how marketers can take advantage of social media:
With nearly 25 million monthly social users in the country, the audience is huge. Additionally, social ad units provide better return on ad spend (ROAS) and predictable performance for brands. Direct programmatic spend, which is primarily made up of social ads, will account for more than three-quarters of total digital signage spend in Canada in 2022. Brands should ensure their media mix is somewhat in line with these industry standards. industry.
As platform diversity continues to expand, concentrating social media budgets on a single social network will limit your audience. The rapid increase in TikTok user growth now makes it a viable promotional vehicle. Users favor certain social networks for a variety of purposes: connecting with others, entertainment, and self-expression.
Developing a media plan that includes multiple social networks will further balance audience targeting. This cross-platform approach enables A/B testing to fine-tune budget allocations. The flexibility of social media ad managers also allows for continuous optimization across campaigns.
Adoption among teens and young adults is much heavier on TikTok, Snapchat, and Instagram, compared to Facebook or Twitter. Additionally, Gen Zers (people born between 1997 and 2012) draw their primary inspiration from shopping on social media. According to PwC’s 2021 Holiday Survey, 80% of Gen Zers in Canada said social media ads had the biggest influence on their purchases.
On platforms like Instagram and TikTok, creators have become the brand’s primary vehicle for paid promotion. Social users gravitate towards influencers who mirror their lifestyles and ideas, creating lookalike audiences to target. The influencer economy has become a strategic aspect of how brands invest in social media. Micro or nano-influencers, who cultivate niche audiences, have proven particularly effective for brands because they can offer precise targeting without exorbitant prices.
Twitter’s potential for brands remains strong. As the third most used social media platform in Canada, it is still ahead of Snapchat and TikTok. Branded programs in the country that focus on events, like the Olympics or elections, have been the focus of Twitter’s promotion.
For example, the snap election in Canada in 2021 provided an opportunity for many brand campaigns to promote the vote on Twitter, which launched an emoji triggered by a series of hashtags. The platform’s connection to the news cycle gives brands a way to participate in news-related conversations.