Influencer marketing activity grows in Canada as more consumers adopt social

New Ideas in MarketingEssential news for marketers, summarised by YouGov
November 03, 2021, 5:10 PM UTC

Iposo Canada’s Digital Marketing Pulse Survey revealed that 74% of Canadians visited a social networking site in 2021.

With the COVID-19 accelerating digital, the role of social media and influencer marketing is expected to surge in marketing, as per the report. 39% of marketers reported using influencer marketing “always” or “often”.

Even as consumers resume pre-pandemic activities, 93% of marketers and agencies employ the same social practices often or all the time. However, paid social ads, social media content development, community building, and influencer marketing are projected to receive more resources, notes Steve Levy at Ipsos.

Also, consumer activity on social has grown, as 60% of Canadians are willing to receive information via social, marking a three-year high. While consumers are concerned about privacy and safety, Levy adds, “They do little to change their social media behaviour”.

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