Leading Social Media Brands in Canada: Q3 2024 Analysis

In the dynamic landscape of social media, YouTube, Facebook, and TikTok continue to dominate in Canada. Through Q3 2024, these platforms have shown varying trends in audience engagement across their websites and apps. Sensor Tower's comprehensive insights provide a detailed look at their performance, allowing for a nuanced understanding of user behavior across platforms.

YouTube

YouTube's digital footprint extends across its primary website, youtube.com, and its YouTube app.

• Audience Trends: From Q2 to Q3 2024, YouTube's website visits peaked in July with over 5.6B visits, slightly declining to 5.3B by September. The monthly true audience remained stable, hovering around 40M throughout the quarter.

• App Engagement: The YouTube app maintained robust engagement, with monthly active users consistently exceeding 28M.

• Ad Spend & Channels: A significant surge in monthly ad spend was observed in September, reaching over $6.7K, primarily on Facebook and Instagram, which delivered substantial impressions.

Facebook

Facebook's influence is evident through its website, facebook.com, and the Facebook app.

• Audience Trends: The website experienced varying visits, peaking in July with over 1.2B visits, before a decline in September. The monthly true audience stayed above 21M throughout Q3.

• App Engagement: The Facebook app remained a key player, with monthly active users consistently around 19M.

• Ad Spend & Channels: Facebook's monthly ad spend was significant, with a peak in August at over $474K, primarily through Snapchat and TikTok channels, delivering extensive impressions.

TikTok

TikTok's reach spans both douyin.com and tiktok.com, alongside the TikTok app.

• Audience Trends: TikTok's web presence on tiktok.com remained strong, with visits peaking over 101M in May. The monthly true audience consistently hovered around 15M.

• App Engagement: The app saw steady engagement, with monthly active users exceeding 9M.

• Ad Spend & Channels: Monthly ad spend in September reached over $30K, with significant impressions on YouTube and Instagram channels.

Conclusion

In Q3 2024, YouTube, Facebook, and TikTok each demonstrated unique trends in audience engagement and advertising strategies. Sensor Tower's unparalleled data offerings, including Web Insights and App Performance Insights, provide crucial insights into these cross-platform dynamics, underscoring the importance of comprehensive data analysis in understanding the social media landscape. These insights empower decision-makers to strategize effectively, leveraging data-driven decisions to stay ahead in the competitive market.

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