Leading Social Media Brands in Canada: Q1 2024 Insights

In Q1 2024, Canada’s social media landscape was dominated by leading brands such as YouTube, Facebook, and TikTok. These platforms maintained substantial monthly true audiences across their websites and apps, showcasing unique trends and user behaviors. Sensor Tower’s comprehensive data reveals critical insights into their performance from Q4 2023 to Q1 2024.

YouTube

YouTube, a global powerhouse in video content, anchors its digital presence with its website, youtube.com, and the YouTube app.

• Monthly Audience Trends: The website consistently attracted over 5B visits monthly, with unique visits hovering around 27M. The monthly true audience remained stable above 39M throughout the quarter, with a balanced mix of web-only, app-only, and dual platform users.

• Monthly App Engagement: The YouTube app maintained a monthly active user base of approximately 29M, indicating a strong preference for mobile engagement.

• Monthly Ad Spend & Channels: Ad spend was minimal, with occasional spikes on platforms like Instagram and TikTok. The highest monthly spend was recorded in October, reaching around $1.2K, primarily on TikTok.

Facebook

Facebook continues to be a robust platform with its website, facebook.com, and the Facebook app.

• Monthly Audience Trends: The website saw visits exceeding 1.1B monthly, with unique visits around 11M. The monthly true audience stayed stable above 21M, with a noticeable preference for app usage over web.

• Monthly App Engagement: The app’s monthly active users remained steady at about 19M, reflecting consistent user interaction.

• Monthly Ad Spend & Channels: Facebook’s ad spend was substantial, averaging over $500K monthly, with significant impressions on Snapchat and TikTok.

TikTok

TikTok’s influence is reflected through its websites, douyin.com and tiktok.com, along with the TikTok app.

• Monthly Audience Trends: The website visits varied, with tiktok.com consistently exceeding 80M visits monthly. Monthly true audience figures remained around 14M, with a strong app user base.

• Monthly App Engagement: The app saw monthly active users averaging 8.9M, highlighting a preference for mobile consumption.

• Monthly Ad Spend & Channels: TikTok’s ad spend peaked in March at over $50K, with Facebook and YouTube as significant channels.

Conclusion

The data from Sensor Tower underscores the dynamic nature of social media platforms in Canada. YouTube, Facebook, and TikTok demonstrate strong user engagement across web and app platforms. Sensor Tower’s unparalleled insights, drawn from Web Insights, App Performance Insights, and Pathmatics, provide a comprehensive view of cross-platform user behavior, essential for understanding these leading brands’ strategies and audience trends. These insights equip decision-makers with the knowledge needed to navigate and invest wisely in the ever-evolving social media landscape.