Social media continues to be an integral part of how Canadians communicate, entertain, and conduct business. As we look ahead to 2025, the social media landscape is evolving, but the major players still dominate the scene.
Understanding which platforms hold the most users and how they're used can help businesses, marketers, and influencers tailor their strategies to stay competitive in the digital space. Here’s an in-depth look at the most popular social media platforms in Canada as we enter 2025, with a graph we created!
Facebook: The Veteran Leader
Facebook remains the dominant social media platform in Canada, boasting over 26 million users. Its vast user base spans generations, but it remains especially popular among older adults and those looking to connect with friends, family, and community groups.
Businesses also find value in Facebook, with its robust advertising platform allowing for highly targeted campaigns. For many, Facebook is the “go-to” platform for not just social interactions but also news and shopping, thanks to its marketplace features.
While the platform's growth has slowed compared to newer entrants, Facebook’s staying power in Canada can’t be ignored. In particular, small businesses and local events continue to rely on it as a core platform for promotions and customer engagement.
LinkedIn: The Professional Powerhouse
With 23 million users, LinkedIn holds a strong second place in Canada. Its focus on professional networking has only intensified as more companies embrace remote work and virtual hiring processes.
For job seekers, professionals, and recruiters, LinkedIn is a key platform for building relationships and showcasing expertise. Businesses use it not just for hiring but for lead generation, content marketing, and brand positioning.
In 2025, expect LinkedIn to continue growing, as more industries shift towards digital transformation, making the platform an essential tool for B2B marketing and thought leadership.
Instagram: The Visual Engagement Giant
Instagram is home to 20 million active users in Canada, making it one of the leading platforms for visual content. Initially known for photo sharing, Instagram has since expanded into videos, stories, and reels, making it a dynamic space for brands, influencers, and content creators.
Whether it's for personal use or business, Instagram’s focus on high-quality visuals and short-form video content gives it an edge when it comes to engaging younger users and creative industries.
As Instagram further develops its e-commerce tools and partnerships, expect to see a greater emphasis on in-app shopping in 2025. Brands that invest in Instagram marketing will need to keep up with the ever-changing algorithms and trends, especially as the platform continues to battle TikTok for attention in the short-form video space.
TikTok: The Fastest Growing Platform
With 15 million Canadian users, TikTok has become a cultural phenomenon, especially among younger generations. The platform’s short, engaging videos provide an addictive experience that keeps users scrolling for hours. Its algorithm is incredibly effective at curating content to individual preferences, making it a hotspot for virality and trend-setting.
For marketers, TikTok represents an enormous opportunity. Brands that can capture attention with creative, authentic content have the potential to reach millions of viewers almost instantly. In 2025, expect TikTok to continue evolving its platform, likely introducing more sophisticated advertising tools and expanding its reach to older demographics.
X (formerly Twitter): The Conversation Hub
With 14 million users in Canada, X (formerly known as Twitter) remains a crucial platform for real-time conversations, breaking news, and public debates. Its strength lies in its immediacy and the ability for users to engage directly with celebrities, brands, and thought leaders.
In 2025, X is likely to see more changes as it continues to reshape its identity under its new name. While some users have left the platform due to these changes, it still holds a dedicated base of users who turn to X for updates, political discussions, and customer service interactions. For businesses, being active on X allows for real-time engagement and the ability to react swiftly to trending topics.
Snapchat: The Creative Messaging Platform
Snapchat holds its ground with 12 million users, continuing to attract younger audiences with its disappearing messages, fun filters, and augmented reality features. While it doesn’t receive as much attention as TikTok or Instagram, Snapchat’s unique features keep it relevant, particularly for brands targeting Gen Z.
In 2025, Snapchat’s influence is expected to remain steady, especially as it further develops its AR and VR capabilities. The platform is ideal for brands wanting to create immersive, interactive campaigns that stand out from traditional advertising.
Pinterest: The Inspiration Board
Pinterest, with 12 million users, is another platform that quietly remains a favourite in Canada, particularly among those seeking creative inspiration. From home décor to fashion and food, Pinterest allows users to curate boards filled with images and ideas, making it a valuable tool for discovery and planning.
For businesses, Pinterest offers unique opportunities to drive traffic to websites through visual search. In 2025, expect to see more brands leveraging Pinterest’s visual advertising options to reach users in the discovery phase of their buying journey.
What These Platforms Mean for 2025
With Canadians spending an average of two hours per day on social media, the reach and influence of these platforms are undeniable. The largest demographic on these platforms remains those aged 24-35, but it’s important to note that usage spans across all age groups. Each platform offers something unique to its users, meaning brands need to develop tailored strategies depending on their audience and goals.
Whether you’re looking to engage with consumers, professionals, or creatives, these platforms provide diverse opportunities to connect with Canadian audiences in 2025. Staying up-to-date with platform trends and user behaviours will be crucial to maximizing your social media strategy.
