Social Media Marketing in Canada: What Works and What Doesn’t in 2025

In 2025, social media remains one of the most influential marketing channels for Canadian businesses—but the rules of the game are evolving. With platforms and algorithms constantly shifting, brands need to be more strategic than ever to get noticed, grow followers, and convert engagement into sales.

At Aspira Marketing, we help Canadian businesses decode what works—and what doesn’t—on social media today. Here’s your guide to winning (and avoiding pitfalls) in this year’s landscape.

✅ What’s Working in Social Media Marketing (2025)

1. 

Short-Form Video is Dominating

Whether it’s TikTok, Instagram Reels, or YouTube Shorts, short-form video content is the top performer across industries in Canada. These snappy, engaging clips grab attention fast and boost reach through platform algorithms.

Canadian brands using behind-the-scenes clips, product teardowns, or quick tips are seeing 2-3x more engagement.

2. 

Localized, Canadian-Relevant Content

Consumers in Canada respond to content that feels tailored to their region, values, and humor. Whether it’s celebrating a local event or referencing Canadian culture, localized messaging connects on a deeper level.

🍁 Pro tip: Mention holidays like Canada Day, use local hashtags (#ShopLocalCanada), and reference Canadian weather or slang where it makes sense.

3. 

User-Generated Content (UGC) and Micro-Influencers

UGC builds authenticity. Brands that repost customer content or collaborate with Canadian micro-influencers (1K–50K followers) are building trust and seeing higher ROI than those using large influencers with less engagement.

“Real” beats “perfect” in 2025. Show real people using your product.

4. 

Interactive Features (Polls, Stickers, Q&As)

Features like Instagram polls, Facebook Q&As, and TikTok comment replies invite your audience to engage. This not only builds community but also signals strong performance to platform algorithms.

Use these features to ask for feedback, spark discussions, or even crowdsource content ideas.

5. 

Social Commerce Is Taking Off

With tools like Instagram Shops, Facebook Marketplace, and even TikTok Shop, selling directly through social media is easier than ever. Canadian e-commerce brands are integrating product catalogs into their socials for frictionless shopping.

If your products aren’t shoppable in-app, you’re leaving sales on the table.

❌ What’s No Longer Working in 2025

1. 

Posting Without Strategy

Random posts without a clear purpose, goal, or consistency won’t cut it. Social media in 2025 is data-driven. You need content calendars, performance tracking, and a strategy built on insights—not vibes.

Set measurable goals like profile clicks, saves, or conversions—not just “likes.”

2. 

Over-Reliance on Organic Reach

The truth? Organic reach is declining, especially on Facebook and Instagram. Paid promotion is essential to scale visibility and drive traffic.

A small, well-targeted ad budget goes a long way when paired with strong creative.

3. 

Cross-Posting Without Customization

Sharing the same post across all platforms without tailoring it doesn’t work anymore. Each platform has its own culture and algorithm.

Ex: A Reel may perform on Instagram but flop on LinkedIn if it’s not repurposed for a professional audience.

4. 

Stock Photos and Over-Polished Graphics

Canadian audiences crave authenticity over perfection. Over-designed content with stock imagery can feel impersonal and generic. Use branded photography, video, and real faces when possible.

5. 

Ignoring Comments & Messages

Social media is customer service, PR, and sales all rolled into one. Brands that take hours or days to respond are losing trust and business.

Use auto-replies when necessary, but prioritize fast, human responses.

The social media space in Canada is more competitive than ever—but also more rewarding for businesses that adapt quickly, stay authentic, and truly understand their audience.