Influencer Market in Canada

The global influencer market is expected to reach an estimated $38.9 billion by 2031 with a CAGR of 22.4% from 2025 to 2031. The influencer market in Canada is also forecasted to witness strong growth over the forecast period. The major drivers for this market are the growing usage of the Internet for marketing, the rising need for cost-effective and efficient marketing techniques, and the increase in the use of social media.

The future of the influencer market in Canada looks promising with opportunities in the fashion & lifestyle, retail & consumer good, health & wellness, banking & finance, and travel & tourism markets.

• Within the enterprise size category, the small & medium-sized enterprise segment is expected to witness higher growth over the forecast period.
• Within the end use category, fashion & lifestyle is expected to witness the highest growth over the forecast period.

Emerging Trends in the Influencer Market in Canada

With changes in technology and consumer habits, there has been exponential growth in the Canadian influencer market. As digital channels continue to dominate, influencers are adopting novel methods to reach their audiences and help brands deepen their digital marketing. These shifts are transforming how Canadian influencers interact with their audiences and offer value to brands, strengthening their role in the overall marketing landscape.

• Increasing Demand for Micro and Nano Influencers: Micro and nano influencers are becoming more popular in Canada because they produce unique and authentic content. These influencers have a dedicated following and are considered more relatable and trustworthy. Brands now recognize that working with micro and nano influencers leads to better engagement and higher conversion rates, especially in target markets. This trend narrows the gap in common influencer marketing approaches by proving the effectiveness of smaller influencers rather than focusing on larger accounts.
• Focus on Sustainable Practices and Responsible Marketing: Sustainability has emerged as a stronger factor among consumers in Canada regarding influencer marketing, as consumers expect brands and influencers to uphold certain values. There is higher engagement and loyalty from Canadian audiences toward influencers who promote sustainable lifestyles, eco-friendly products, and social responsibility. This trend is transforming brand marketing strategies motivating companies to support social causes and hiring influencers who advocate for sustainability. Brands that foster a culture of ethics and social responsibility are better able to connect with their audience.
• Influencers Acting as Entrepreneurs and Brand Owners: In Canada, there is a shift from content creators to business influencers at an increasing pace. Many influencers are now launching their own product lines, clothing lines, or selling their services, making them highly influential and respected. This trend is transforming the influencer-brand paradigm as these influencers start seeing themselves as brand owners, working directly with suppliers and vendors. Canadian influencers are gaining more control over their brands and businesses by diversifying their revenue sources through new opportunities.
• Expansion of Video-Only Platforms: In Canada, there is rising adoption of video-first content, thanks to the dominance of TikTok, YouTube, and Instagram Reels. The short-form video format has captured Canadian audiences’ preferences due to its engaging and entertaining nature. Video-only influencers are thriving as platforms place more emphasis on videos than images. This shift encourages brands to invest more in videos, as they generally perform better and attract more attention.
• Growing Demand for Mental Health Advocacy: In Canada, a new trend among influencers is mental health advocacy, with influencers using their platforms to foster a more positive image of mental illnesses and destigmatize them. Canadian influencers are having crucial conversations about anxiety, depression, and self-care - topics that need to be addressed. This movement is particularly impactful among Canadian audiences due to the growing number of people affected by mental health issues. Brands working with these influencers can positively contribute to the conversation and appeal to socially aware consumers.

Social media in Canada has undergone a significant transformation, with a greater focus on authenticity and ethical marketing. The rise of micro-influencers and the adoption of video-first content have contributed to the growing advocacy for mental health in Canada. These social media activities are no longer confined to Canada’s borders. Influencers are now business owners and social activists, altering how they interact with brands. These ongoing developments suggest that Canada is well on its way to advanced, personalized, and socially aware influencer marketing.

Recent Developments in the Influencer Market in Canada

In Canada, the influencer market has expanded significantly, with new consumer activities, changes in platform structures, and shifts in brand approaches all indicating improvement. Canadian brands are starting to focus on their target audience’s values, while influencers use new technologies and formats to stay relevant. These modifications reflect the increasing focus on digital marketing and the growing influence that social media has on consumer behaviors and actions.

• Enhanced Restrictions and Policies on Sponsored Content for Companies and Influencers: In light of ongoing issues regarding transparency and misleading marketing, the Canadian government has tightened restrictions on influencer marketing. These regulations specify how influencers should declare their advertising sponsorships to ensure consumers can identify paid content. These changes are transforming how people participate in and interact with content creation. Stricter disclosure rules will enhance the Canadian market by improving trust and transparency, ultimately strengthening the credibility of influencer marketing campaigns.
• Increased Use of Podcasts, Other Audio Content, and Social Media Marketing: Podcasts and other forms of audio content are gaining traction in Canada, with influencer marketing scaling up on these platforms. Audio is considered more personal, and many influencers are venturing into it to strengthen their connection with fans. Canadian brands are taking advantage of this transformation by working with influencers who have popular podcasts, allowing them to penetrate the market more easily and build stronger consumer relationships.
• Growth of Fitness and Wellness Influencers: The fitness and wellness sectors in Canada have seen substantial growth in brand-influencer collaborations. As health and well-being become a priority, fitness influencers are increasingly being enlisted to promote gym equipment, nutrition supplements, and fitness clothing. This segment of the Canadian influencer market is capitalizing on the surge in fitness-related content, boosting engagement and conversions. As a result, fitness influencers are evolving from content producers to complete brand ambassadors for health products.
• Adoption of Augmented Reality (AR) Tools by Canadian Influencers: Canadian influencers are increasingly adopting AR tools to improve interaction with followers. Virtual try-ons and engaging filters on platforms like Instagram and Snapchat allow influencers to advertise beauty and clothing products more effectively. This trend enables brands to engage consumers with more AR content, changing how brands design product try-ons and how followers interact with the content, making it more personal and engaging as technology advances.
• Shift Toward Authenticity and Relatability in Influencer Content: In Canada, there is a growing preference for relatable and authentic content. Instead of presenting highly polished posts, influencers are opting for raw, behind-the-scenes content. This shift, combined with changing consumer needs, is setting new standards for authenticity in the influencer space. Canadian influencers adopting this style report increased engagement and loyalty from followers who appreciate genuine and unscripted content.

The Canadian influencer market has evolved in response to the growing demand for authenticity, transparency, and technological innovation. Changes include increased use of new formats like podcasting and AR as influencers seek to deepen their connection with followers. Brands are also shifting their focus and are now seeking influencers who can provide more authentic and relatable content. These changes indicate that the Canadian influencer market has become more complex and competitive, offering new opportunities for influencers and marketers to engage with Canadian consumers.

Strategic Growth Opportunities for Influencer Market in Canada

Canada’s influencer industry is changing rapidly, with new growth possibilities emerging across its various facets. Canadian influencers are exploring fresh ways to engage their audiences and deliver better value for brands as digital platforms continue to grow and consumer demands shift. These developments are revitalizing Canadian influencer marketing and providing new opportunities for influencers and businesses to enhance their market positions.

• Shift Into Longer Form Content: YouTube and podcasting in Canada open up a new world of possibilities for deep audience engagement with influencers through long-form content. While the short-form video surge continues to dominate, longer-form content on YouTube allows for deeper and more meaningful connections between influencers and their followers. Additionally, brands are adept at utilizing this format, as it allows storytelling and detailed product reviews to an already engaged audience. More influencers adopting this strategy will enable them to command greater brand partnerships and position themselves as industry leaders.
• Adoption of Online Events and Streaming: Online events and livestreaming are gaining popularity in Canada. Influencers are using these platforms for live Q&A sessions, product launches, and even behind-the-scenes footage. This helps influencers engage with their followers more effectively. Brands are increasingly sponsoring such events, viewing them as a cost-effective way to gain immediate exposure to a broad audience. This allows influencers and brands to execute impactful marketing campaigns and strengthen their relationships with customers.
• Expansion of New Income Sources: A large number of Canadian influencers have begun launching their products or paid subscriptions, while others are engaging in affiliate marketing to further increase their revenue streams. By branching out from traditional brand collaborations, influencers now have more business opportunities. This not only increases their revenue but also enhances the value they provide to their followers by offering more tailored products or content. Hence, influencers with expanded income sources can increase their brand equity and sustainably compete in the marketplace.
• Collaborations with Local and Niche Brands: More and more influencers in Canada are partnering with local and niche brands that align with their audience’s interests. Influencers looking to establish stronger connections with specific audiences can easily do so by working with brands that have a targeted market base. This approach increases the level of intimacy and authenticity in marketing campaigns. Local or niche brands help influencers develop unique campaigns that improve regional presence while capturing the attention of followers.
• Focus on Social Impact and Activism: From environmental to social causes, an increasing number of influencers are using their platforms to champion specific causes. More Canadian audiences are willing to follow influencers who align with their social beliefs and values. Socially conscious influencers have access to a more devoted audience, and brands that endorse their work gain more credibility. The marketplace is gradually shifting due to the attention-drawing effect of social causes, with a stronger focus on understanding and meeting the need for advocacy collaboration.

Canada’s influencer marketing landscape is agile and fluid due to the strategic growth possibilities within the influencer market. Influencers are using long-form content, virtual events, and other avenues to expand their reach. At the same time, collaborations with local and niche brands, as well as social activism, are changing how influencers interact with their audiences. These shifts are enabling influencers to forge deeper connections while providing new opportunities for brands to reach Canadian markets.

Influencer Market in Canada Drivers and Challenges

Canada’s influencer marketing landscape is shaped by multiple factors, from technological advancements to evolving consumer behavior. As this space grows, influencers and brands face both exciting opportunities and challenges. Understanding these dynamics is key to capitalizing on the market’s potential.

The factors responsible for driving the Influencer market in Canada include:

• Technological Advancements in Social Media Platforms: Technological innovations have had a major impact on the Canadian influencer market. Platforms like Instagram, TikTok, and YouTube continuously introduce new features, such as shopping tools, AR filters, and live-streaming options. These features allow influencers to create engaging, personalized content, increasing audience interaction. The evolution of these platforms provides influencers with greater ways to connect with followers, adding value for brands as well.
• Rising Popularity of Micro and Nano Influencers: Micro and nano influencers have become highly sought after in Canada. Their smaller, more engaged audiences allow for greater authenticity and stronger relationships with followers. Brands are increasingly realizing that working with smaller influencers can lead to better engagement rates and higher conversion. These influencers offer more targeted content, making them especially valuable for niche markets.
• Expansion of Video-First Content: The rise of video-first platforms like TikTok, Instagram Reels, and YouTube has reshaped the influencer landscape. Canadians are increasingly drawn to video content for its ability to tell stories and engage audiences more effectively. Video-first content is proving to be a powerful tool for influencers, offering higher engagement and greater potential for brands to reach their target consumers.
• Shift Toward Social Impact and Activism: Consumers in Canada are becoming more socially aware, and influencers who champion social causes are gaining significant traction. Influencers advocating for environmental sustainability, social justice, or mental health issues can tap into a dedicated, values-driven audience. Brands that partner with these influencers can enhance their credibility and show commitment to social responsibility, a key factor for attracting socially conscious consumers.
• Rise in New Revenue Streams for Influencers: Canadian influencers are diversifying their income sources, expanding beyond traditional brand partnerships. Many influencers are launching their product lines, offering subscription services, or engaging in affiliate marketing. These new revenue streams not only increase their earnings but also allow them to offer more personalized and targeted content to their followers, enhancing their value to both audiences and brands.

Challenges in the Influencer market in Canada are:

• Maintaining Authenticity in a Saturated Market: As the influencer space becomes more crowded in Canada, it becomes increasingly difficult for influencers to maintain authenticity. With more influencers vying for attention, staying true to one’s brand and message is essential for standing out. Followers are more discerning, and any sign of inauthenticity can lead to a loss of trust, which can significantly impact engagement and brand partnerships.
• Increased Regulatory Scrutiny and Disclosure Requirements: The Canadian government has introduced stricter regulations on influencer marketing, especially in terms of transparency and sponsored content disclosures. Influencers are now required to identify paid partnerships and sponsored content. While this is a positive step toward transparency, it also adds complexity to campaigns and requires influencers to stay updated on legal requirements. For brands, this means navigating a more complex landscape when executing influencer campaigns.
• Navigating Algorithm Changes and Platform Dependency: Influencers in Canada are highly dependent on social media platforms, but frequent algorithm changes can disrupt their content visibility. Platforms like Instagram, TikTok, and YouTube regularly update their algorithms, affecting how content is shown to followers. Influencers who rely heavily on these platforms must constantly adapt their strategies to stay visible and maintain audience engagement, which can be resource-intensive.

Canada’s influencer marketing landscape is evolving rapidly, driven by technological innovations, a shift toward authenticity, and a growing focus on social impact. The rise of micro and nano influencers, the dominance of video-first content, and the expansion of new revenue streams for influencers offer exciting growth avenues for both brands and creators. However, challenges such as maintaining authenticity in a saturated market, navigating increasing regulatory scrutiny, and dealing with platform dependency highlight the complexities influencers and brands must address.

List of Influencer Market in Canada Companies

Companies in the market compete on the basis of product quality offered. Major players in this market focus on expanding their manufacturing facilities, R&D investments, infrastructural development, and leverage integration opportunities across the value chain. Through these strategies, influencer companies cater to increasing demand, ensure competitive effectiveness, develop innovative products & technologies, reduce production costs, and expand their customer base.

Some of the influencer companies profiled in this report include:

Influencer Market in Canada by Segment

The study includes a forecast for the influencer market in Canada by enterprise size, component, application, and end use.

Enterprise Size [Analysis by Value from 2019 to 2031]:

• Large Enterprises
• Small & Medium-Sized Enterprises

Component [Analysis by Value from 2019 to 2031]:

• Influencer Marketing Platform
• Services

Application [Analysis by Value from 2019 to 2031]:

• Campaign Management
• Influencer Relationship Management
• Analytics & Reporting
• Compliance Management
• Others

End Use [Analysis by Value from 2019 to 2031]:

• Fashion & Lifestyle
• Retail & Consumer Goods
• Health & Wellness
• Banking & Finance
• Travel & Tourism
• Others

Features of this Influencer Market in Canada Report

• Market Size Estimates: Influencer in Canada market size estimation in terms of value ($B).
• Trend and Forecast Analysis: Market trends and forecasts by various segments.
• Segmentation Analysis: Influencer in Canada market size by enterprise size, component, application, and end use in terms of value ($B).
• Growth Opportunities: Analysis of growth opportunities in different enterprise size, component, application, and end use for the influencer in Canada.
• Strategic Analysis: This includes M&A, new product development, and competitive landscape of the influencer in Canada.
• Analysis of competitive intensity of the industry based on Porter’s Five Forces model.

This report answers the following 10 key questions:

Q.1. What are some of the most promising, high-growth opportunities for the influencer market in Canada by enterprise size (large enterprises and small & medium-sized enterprises), component (influencer marketing platform and services), application (campaign management, influencer relationship management, analytics & reporting, compliance management, and others), and end use (fashion & lifestyle, retail & consumer goods, health & wellness, banking & finance, travel & tourism, and others)?
Q.2. Which segments will grow at a faster pace and why?
Q.3. What are the key factors affecting market dynamics? What are the key challenges and business risks in this market?
Q.4. What are the business risks and competitive threats in this market?
Q.5. What are the emerging trends in this market and the reasons behind them?
Q.6. What are some of the changing demands of customers in the market?
Q.7. What are the new developments in the market? Which companies are leading these developments?
Q.8. Who are the major players in this market? What strategic initiatives are key players pursuing for business growth?
Q.9. What are some of the competing products in this market and how big of a threat do they pose for loss of market share by material or product substitution?
Q.10. What M&A activity has occurred in the last 5 years and what has its impact been on the industry?