Even if social networks are constantly changing, it is on Instagram that we find the greatest number of influencers.
This is shown by the recent study Digital Canada 2023produced by Leger DGTL.
The study notably reveals that nearly a third of Canadians, especially young people, follow influencers on the web.
In total, 77% of young people aged 16 to 34 follow them on Instagram, while 44% follow them on YouTube.
“YouTube is the second big niche where you find influencers. They are there in large proportion with varied and very specific subjects, ”underlines Chloé Bergeron, team leader and content manager at Léger DGTL.
Entertainment in the spotlight
There is currently a strong entertainment trend on the Web that benefits the TikTok application, popular with young people to follow their favorite influencers.
Moreover, they are masters at it, because barely 10% of 35 to 54 year olds and 5% of 55 year olds and over choose TikTok to follow content creators.
“We want them [les utilisateurs de TikTok] are glued to their screen. We send them similar content, if we click on one content, we are sent other similar ones, ”describes Pablo Stevenson, president of Léger DGTL.
Pablo Stevenson, President of Leger DGTL
Photo provided by Pablo Stevenson
Facebook is not dead
Even if young people seem to be abandoning the Facebook social network, the fact remains that it is still considered the “national capital” of the web.
“Facebook is dominant, for the general public”, maintains Mme Bergeron.
Chloé Bergeron, team and content manager at Léger DGTL.
Photo provided by Chloé Bergeron
In fact, 83% of Canadians have an account on Facebook and 77% use Messenger, the same network’s messaging application.
However, there is a significant generational gap on this network because only 56% of Internet users aged 16 to 34 are there, compared to 70% of those aged 55 and over.
Opinion leaders
The study also shows that many Canadians are influenced by content creators, called “opinion leaders”. “They influence not only the act of purchase, but also the perception and opinions towards a brand or a product”, we read.
The survey reveals that 73% of Internet users who follow influencers say they have already changed their point of view or perception on a subject after being exposed to this type of content.
“The role of influence exists. Often we wonder if it really works [influencer des achats ou des comportements en faisant affaire avec un créateur de contenu]but yes, it works if you choose the right people,” says Mr. Stevenson.
“Influencers specializing in a subject can bring good and even go a long way in terms of customer education”, reveals the study.
Who follows influencers?
1/3 of Canadians follow influencers
- 59% – 16 to 34 year olds
- 33% – 35 to 54 years old
- 10% – 55 and over
Percentage of Canadian internet users who follow influencers and content creators by platform and age group
66% of Internet users follow them on Instagram.
- 77% – 16 to 34 year olds
- 60% – 35 to 54 years old
- 29% – 55 and over
44% of Internet users follow it on YouTube.
- 44% – 16 to 34 year olds
- 46% – 35 to 54 year olds
- 39% – 55 and over
34% of Internet users follow them on Facebook.
- 23% – 16 to 34 year olds
- 43% – 35 to 54 year olds
- 55% – 55 and over
28% of Internet users follow it on TikTok.
- 37% – 16 to 34 year olds
- 19% – 35 to 54 year olds
- 10% – 55 and over
Content creators urge Canadians to…
- Donate to an organization or cause: 44%
- Visit a city or country: 46%
- Consuming a cultural product: 63%
- Visit a restaurant: 72%
- Try something new (sport, activity, food): 77%
- Visit a website or app: 86%
Influencers are opinion leaders with Canadians:
- 73% of Canadians say they have changed their point of view or perception on a subject after being exposed to this type of content.
- 73% of Canadians say they have changed a habit to live a healthier life after being exposed to this type of content.
- 73% of Canadians say they have already made a purchase.
- 14% say they “often” make purchases of products and services in this context and 56%, “sometimes”.
Source: Leger DGTL