7. Social Media SEO and Discoverability

Social platforms are becoming search engines. Many users now type questions into TikTok or Instagram rather than Google. In the U.S., 64% of Gen Z TikTok users have used the platform as a search engine. This behaviour is growing in Canada, especially among younger audiences.

To improve discoverability, brands should research platform specific keywords, incorporate them naturally into captions and use descriptive on screen text. Voice to text transcripts and subtitles not only increase accessibility but also feed search algorithms. Pinned comments can include extra context or a call to action. 3eeez Digital conducts social keyword research, writes SEO friendly captions and monitors ranking changes to keep clients easily searchable on every platform.

8. Privacy, Compliance and Ad Targeting Limitations

Regulations and platform policies are reshaping advertising. Canada’s Personal Information Protection and Electronic Documents Act (PIPEDA) requires meaningful consent to collect personal data, and proposed legislation like Bill C 27 aims to modernise these rules. Quebec’s Law 25 imposes additional responsibilities for companies operating in the province. Globally, Apple’s App Tracking Transparency (ATT) reduces cross app tracking and Google’s Consent Mode v2 and cookie deprecation limit third party data. Meanwhile, Meta is phasing out detailed targeting options for sensitive interests.

Canadians are paying attention: 59.9% worry about distinguishing real information from fake content and 43.9% are concerned about data usage. To maintain trust, brands should focus on first party data, offer clear opt in choices and build retargeting audiences based on engagement signals. 3eeez Digital guides clients through compliance, setting up cookie banners, anonymised analytics and privacy first campaign structures that respect user preferences.

9. Platform Specific Forecasts for 2025

TikTok remains the trend leader. Expect more social commerce integrations, such as shoppable live streams and an expanded TikTok Shop in Canada. Regulation may introduce transparency requirements, but creative storytelling and interactive content will still drive discovery.

Instagram is doubling down on Reels and direct messaging. DM driven commerce will let customers order directly from chats. The platform will continue building tools for creators to monetize their work and for brands to collaborate seamlessly.

LinkedIn is evolving into a thought leadership and education hub. Long posts, newsletters and audio events get more algorithmic love, giving businesses space to showcase expertise and nurture B2B relationships.

YouTube Shorts will offer better monetization and clickable product links, encouraging brands to repurpose longer videos into short vertical formats. Experiment with storytelling in 60 seconds or less.

Threads and X (Twitter) are still experimental. Threads focuses on text based conversation among early adopters, while X emphasises subscriptions and long form posts. Only invest in these platforms if your audience is actively participating there.

Final Thoughts

Trends come and go, but an audience aligned, value driven strategy endures. Canada’s digital landscape is broad and varied: people use multiple platforms in different languages and contexts. Trends like social commerce, short form video, micro influencer collaborations, social search and privacy friendly marketing create opportunities for brands willing to adapt thoughtfully.

3eeez Digital helps Canadian businesses navigate social media with confidence. Our team blends data driven insights with creativity. We build shoppable experiences, produce engaging video, community engagement, collaborate with influencers, and adapt content that ensure compliance with privacy laws. If you want your brand to thrive on social media in 2025 and beyond, book a strategy session with 3eeez Digital today and let us help you stay ahead of the of the curve.