Top Digital Marketing Trends in Canada for 2025

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August 3, 2025

Digital Marketing

Canadian businesses are entering 2025 with a rapidly changing digital landscape. Nearly 79.4% of Canadians, approximately 31.7 million people, are active on social media, creating a large and engaged audience for digital marketers. Meanwhile, social commerce (buying products directly through social platforms) is accelerating; the market was worth US$ 6.47 billion in 2024 and is projected to reach US$10.99 billion by 2029.

With consumers spending more time on their phones and expecting personalized experiences, marketers must adapt quickly to meet these expectations. The sections below explore the top trends driving success in 2025 and provide actionable guidance for Canadian brands.

AI‑Powered Automation & Hyper‑Personalization

Generative content tools (ChatGPT, Jasper, HubSpot) and their Canadian usage rates

Generative AI is transforming how companies create and deliver content. According to Stanford University’s AI Index 2025, 78 % of organizations now use AI, up from 55 % a year earlier. The report notes that the cost of querying large language models (LLMs) like GPT‑3.5 fell from US$20 per million tokens in November 2022 to about US$0.07 by October 2024, a 280× decrease.

Lower costs and accessible tools (ChatGPT, Jasper AI, HubSpot’s AI suite) have led to widespread adoption: 71 % of businesses leveraging AI for marketing report revenue gains.

For Canadian firms, this means generative tools are no longer experimental; they’re essential. Marketers can:

Automate blog and ad copy using ChatGPT or Jasper, then refine with human oversight.
Generate data‑driven content, such as product descriptions or social posts, tailored to regional and bilingual audiences.
Leverage AI for market segmentation and predictive analytics, anticipating customer behaviour and delivering bespoke offers.

AI agents delivering personalized website experiences (Adobe case)

Beyond content creation, AI agents power on‑site personalization. The AI Index highlights that the share of organizations using generative AI in at least one area jumped from 33 % to 71 % between 2023 and 2024, and 71 % of AI‑adopting marketers report higher revenues. Enterprise platforms like Adobe Experience Cloud use AI to build real‑time customer profiles and serve dynamic content blocks; for example, an e‑commerce site can recommend products based on a visitor’s past behaviour and location. Canadian brands can implement similar AI agents to:

Deliver bilingual content based on browser language, ensuring Quebec and Atlantic customers see French messaging.
Serve dynamic CTAs reflecting local promotions or inventory availability.
Automate email sequences triggered by user actions, bridging on‑site behaviour with email marketing.
Adoption should be paired with privacy compliance: organizations must secure personal data under PIPEDA’s “fair information principles” (accountability, consent, limiting collection, etc.) and process any email unsubscribe requests within 10 business days.

GEO Generative Engine Optimization for AI‑driven search visibility

As consumers increasingly use AI assistants like ChatGPT or Gemini for search, traditional SEO is evolving. Generative Engine Optimization (GEO) refers to strategies ensuring that AI systems access and cite your content. The shift matters because LLMs answer questions directly, reducing clicks on web results. Being ranked #1 in Google may no longer guarantee visibility; without GEO, brands risk disappearing from AI‑generated answers. GEO involves:

Creating authoritative, well‑cited content that AI models trust.
Structuring data with schema markup and FAQ sections to help AI extract precise answers.

Publishing insights on your site and reputable Canadian platforms to build a robust digital footprint.

Local & Voice Search SEO

Local ranking priorities: Google Business Profile, “near me” & hyper‑local targeting

Smartphones and voice assistants have made local search crucial. The voice‑search report (DemandSage) shows that around 20.5 % of people worldwide use voice search, and there are 8.4 billion voice assistants in use. Importantly, about 76 % of voice searches seek local results such as “coffee shop near me”. For Canadian businesses, optimizing for local search means:

Claiming and updating your Google Business Profile with the correct address, hours, bilingual descriptions, and high‑quality photos.
Encouraging reviews and responding promptly to build trust signals.
Using structured data (schema) and localized keywords (“Toronto digital marketing agency,” “near me” phrases) in website content.
Running hyper‑local ad campaigns targeting specific neighbourhoods or postal codes, especially for brick‑and‑mortar stores.

Voice search optimization for conversational queries

Voice queries are longer and more conversational than typed searches. With one in five people using voice search, brands should:

Answer natural‑language questions in plain language and include an FAQ section structured around how, what, when, and where questions.
Optimize for mobile speed and accessibility, as slow sites will be skipped by voice assistants.
Use long‑tail keywords (e.g., “where to buy sustainable skincare in Toronto”) and provide concise, fact‑based answers to increase chances of being pulled into featured snippets or AI responses.
Integrate local language variants; consider both English and French voice queries (e.g., “meilleurs salons de coiffure près de chez moi”).

Bilingual SEO strategies: English‑French optimization for Quebec & Atlantic markets

Canada’s bilingual nature means marketers must craft content for both English and French speakers. Tips include:

Creating separate language versions of your site with hreflang tags so search engines deliver the correct version.
Translating keywords and adapting phrasing instead of direct translation (e.g., “marketing numérique tendance” instead of literal word‑for‑word).
Using local idioms and cultural references to resonate with Quebec and Atlantic audiences.
Ensuring compliance with French‑language laws, such as Bill 96 in Quebec, which requires French to be predominant in communications.

Short‑Form Video, Live & Interactive Content

TikTok/Reels/YouTube Shorts: Canadian trends & platform stats

Short‑form videos continue to boom. Data from the Media Technology Monitor (MTM) 18+ shows that nearly two‑thirds of Canadians watch short‑form videos on platforms like YouTube Shorts, Instagram Reels, and TikTok. In addition:

TikTok has about 12.1 million users in Canada (41.1 % penetration), and users spend approximately 17 hours per month on the platform.
Younger demographics dominate: over 70 % of Canadian TikTok users are under 40, making it ideal for brands targeting Gen Z and Millennials.
One‑third of online Canadians use ad blockers, so engaging video content becomes crucial for reaching audiences organically.
Nearly three in ten households rely solely on online content sources such as SVOD or FAST channels, highlighting the shift away from traditional TV.

For marketers, this means investing in short‑form storytelling that entertains and informs quickly. Tactics include:

Creating platform‑specific videos (TikTok trends, Reels, Shorts) that incorporate popular sounds, duets,,s or challenges.
Experimenting with interactive elements like polls, quizzes, or live Q&A sessions.
Partnering with local creators to reach niche audiences authentically; micro‑ and nano‑influencers often deliver higher engagement rates (nano‑influencers averaged 1.73 % engagement vs. 0.61 % for macro‑influencers in 2024).
Integrating shoppable links so viewers can buy products without leaving the app, a trend driving the growth of Canada’s social commerce market.

Here are the remaining sections of the blog post, continuing the structure and style established in the previous segments:

Social Commerce & Influencer Marketing

Growth of social commerce in Canada (forecast & market data)

Canada’s social‑commerce market is booming. According to the U.S. International Trade Administration, Canada had over  31.7 million active social‑media users in early 2025 (about 79.4 % of the population), providing fertile ground for in‑app shopping. The same report notes that social commerce sales were valued at US$6.47 billion in 2024 and are projected to reach US$10.99 billion by 2029, growing at about 11.2 % per year. This growth is fuelled by:

Platform integrations: Instagram Shops, Facebook Marketplace, and TikTok Shop allow users to browse and buy without leaving the app.
Streamlined logistics and fulfilment, making it easier for Canadian SMEs to manage in‑app orders.
Mobile‑first design: Canadians increasingly shop on their phones, so frictionless checkout experiences drive conversions.

For brands, building shoppable posts and leveraging tools like Pinterest Product Pins can reduce the path to purchase.

Micro‑ & nano‑influencers: why Canadian brands are shifting strategy

Influencer marketing is evolving from celebrity endorsements to community‑driven collaborations. The Influencer Marketing Benchmark Report 2025 found that nano‑influencers (1k – 110k followers) achieve an average engagement rate of 1.73 %, far higher than macro‑influencers’ 0.61 %. Moreover, nano‑influencers comprise 75.9 % of influencer‑marketing campaigns, while micro‑influencers (10k – 50k followers) account for 13.6 %. This shift reflects:

Higher trust and authenticity: smaller creators foster genuine connections with niche audiences.
Cost‑effectiveness: Partnering with multiple micro‑influencers often yields better ROI than one celebrity post.
Local relevance: local creators can speak directly to regional markets (e.g., French‑speaking Quebec or Punjabi‑speaking communities in Brampton).

Brands should identify creators who align with their values and supply them with creative freedom. Diversify across platforms (TikTok, Instagram, YouTube Shorts) and measure success using engagement and conversions rather than follower count alone.

Leveraging UGC & creator partnerships for authenticity & trust

User‑generated content (UGC) enhances authenticity and social proof. Encourage customers to share photos or videos using branded hashtags, and repurpose these posts (with permission) across your channels. Combine UGC with creator collaborations to showcase real product usage, behind‑the‑scenes content, or local events. When integrated into shoppable posts, UGC can drive conversions within the social‑commerce ecosystem. Always disclose partnerships to remain compliant with advertising regulations and maintain transparency.

Ethical Branding, Privacy & Sustainable Marketing

Compliance with PIPEDA and CASL in 2025 marketing campaigns

Canadian privacy laws are among the strictest in the world. The Personal Information Protection and Electronic Documents Act (PIPEDA) sets out 10 fair information principles, including accountability, identifying purposes, consent, limiting collection, limiting use/disclosure/retention, accuracy, safeguards, openness, individual access, and the right to challenge compliance. Key points for marketers:

Consent is paramount: organizations must inform individuals about how their data will be collected and used, and can only obtain consent for specific purposes.
Minimize data collection to only what is necessary and store it securely.
Be transparent: publish clear privacy policies detailing data handling and provide individuals with access to their data.

In parallel, Canada’s Anti‑Spam Legislation (CASL) requires businesses to obtain consent before sending commercial electronic messages. There are two kinds of consent: express (verbal or written agreement with no expiry) and implied (based on existing business relationships, typically time‑limited). Marketers must include:

Accurate sender information, a mailing address, and an unsubscribe link in every email.
A clear unsubscribe mechanism is processed within 10 business days.
Proof of consent ready to present if asked.

Non‑compliance can lead to fines of up to CA$1 million for individuals and CA$10 million for corporations per violation. To maintain ethical branding, ensure your data practices are transparent, respect user preferences, and align with Canadian values of privacy and fairness.

Transparency & purpose‑driven narratives that resonate with Canadian values

Canadians increasingly favour brands that stand for something beyond profit. Highlighting commitments to diversity, Indigenous reconciliation, fair labour practices, or community support can differentiate your brand. Purpose‑driven storytelling should be authentic; token gestures are easily spotted and criticised. Use your platform to elevate causes aligned with your mission, and report progress in sustainability or social‑impact initiatives.

Green marketing, sustainability messages & social responsibility alignment

Sustainability is a growing priority. Many consumers prefer products with reduced environmental impact, ethical sourcing, and minimal packaging. Marketers should:

Communicate eco‑friendly initiatives (e.g., carbon‑neutral operations, recyclable packaging).
Provide transparent proof, such as third‑party certifications or impact reports.
Avoid greenwashing; exaggerated claims can damage credibility.

Highlighting sustainability aligns with Canada’s climate commitments and resonates with a consumer base that values environmental stewardship.

Zero‑Click & SEO for AI Interfaces

Optimizing for featured snippets, People Also Ask & knowledge panels

With Google and Bing surfacing more answers within search results, achieving “position zero” is critical. To increase visibility:

Structure content with clear headings, lists, and tables, making it easy for search engines to extract answers.
Use schema markup (FAQPage, HowTo, Article) to provide context.
Target question‑based queries in conversational language.

Featured snippets can deliver traffic even without a click, and they are often the source of answers fed into voice assistants and AI chatbots.

Structuring FAQs and How‑To content with schema markup

Implementing structured data helps search engines understand your content’s context. Mark up FAQs using FAQPage schema and step‑by‑step guides using HowTo schema. This increases the chance of your content appearing in Google’s People Also Ask boxes and AI‑powered answers. Test your structured data with Google’s Rich Results Test and keep it updated.

Optimizing for generative AI assistants via GEO strategies

As outlined earlier, Generative Engine Optimization (GEO) ensures AI systems like ChatGPT have access to and accurately represent your content. Key tactics include:

Publishing authoritative content on your domain, AI models often cite websites with high trust.
Citing reliable sources within your articles to build credibility.
Using unique insights, data, and quotes, your content is more likely to be referenced.
Maintaining consistent branding and factual accuracy, as incorrect information could be filtered out by AI algorithms.

By combining traditional SEO, structured data, and SEO practices, brands can increase their visibility across search engines and AI interfaces.

Community‑Driven & Hyper‑Local Content Partnerships

Collaborating with local businesses, communities & events

Hyper‑local marketing fosters trust and differentiation. Partner with neighbouring businesses (e.g., a café collaborating with a nearby yoga studio for a co‑branded event) and sponsor community festivals or sports teams. Such partnerships create mutual value and exposure, and they often generate user‑generated content and press coverage. Feature these collaborations on social media and your website, tagged to the specific neighbourhood or city, to boost local SEO.

Building micro‑communities for brand trust

Micro‑communities, small groups built around shared interests, are powerful. Brands can nurture communities in Slack, Facebook Groups, or Discord around topics like entrepreneurship, sustainable living, or gaming. Offer exclusive content, early product access, or behind‑the‑scenes experiences. Encourage members to share their stories; these peer endorsements build trust faster than traditional advertising.

Local bilingual content campaigns & neighbourhood‑level storytelling

Reflect the linguistic and cultural diversity of Canada by producing content in multiple languages (e.g., English, French, Punjabi, Mandarin) tailored to specific communities. Share neighbourhood‑specific stories, local customer spotlights, histories, or charity efforts. Such storytelling strengthens emotional connections and enhances local search relevance.

Emerging Frontier: Metaverse, Web3 & AR/VR

Brand experiences in virtual spaces: virtual tours, 3D modeling demos

Immersive technologies are moving from hype to practical marketing tools. Forward‑thinking brands use virtual showrooms, 3D product demos, or augmented reality filters to let customers visualise products. For example, real estate firms offer VR tours of homes, while furniture retailers enable shoppers to “place” items in their living rooms using AR. These experiences can drive engagement and reduce return rates by setting clear expectations.

Token‑gated communities, NFT loyalty & privacy‑first interactions

Web3 technologies allow brands to create exclusive communities accessible via non‑fungible tokens (NFTs) or digital badges. Token holders could receive special discounts, early product drops, or access to virtual events. However, brands must address consumer concerns about privacy and environmental impact; transparency and responsible use of blockchain are critical. While adoption is nascent, experimenting with small pilot programs in 2025 can position Canadian brands as innovators.

Podcasting & Newsletter Marketing (Audio‑First Channels)

Using branded podcasts to build authority

Podcasting offers a personal, long‑form medium for thought leadership. Host a branded podcast featuring interviews with industry experts, client success stories, or behind‑the‑scenes insights. Even without exact listener statistics, industry surveys suggest that millions of Canadian adults tune into podcasts each month, and podcast reach continues to grow. Key considerations:

Define a clear niche and value proposition. What unique perspective will your podcast provide?
Maintain consistent scheduling to build habit and loyalty.
Promote episodes across social channels, email newsletters, and on your website.

Podcasts can also be repurposed into blog articles or short video clips for social media.

Interactive newsletters and drip sequences with personalization

Newsletters are resurging as trusted, direct communication channels. To stand out:

Segment your email list based on interests, purchase history, or engagement level.
Use interactive elements such as polls, quizzes, or GIFs.
Incorporate user‑generated content, testimonials, and behind‑the‑scenes updates.
Automate drip sequences tailored to each subscriber’s journey (welcome series, product education, re‑engagement flows).

Remember to comply with CASL: collect express consent, include clear unsubscribe options, and honour opt‑out requests within ten business days.

Measurement & Analytics for ROI in the Canadian Context

Predictive AI analytics & optimization dashboards

Data‑driven decision‑making is critical. AI‑powered analytics platforms can ingest data from multiple sources (web, social, CRM, ads) and provide predictive insights on customer lifetime value, churn risk, or optimal sending times. Use dashboards to track KPIs across campaigns in real time, enabling rapid optimisation.

First‑party data strategies & privacy‑compliant tracking

With cookies fading and privacy laws tightening, first‑party data is gold. Strategies include:

Encouraging account creation or loyalty program enrolment, capturing preferences with consent.
Running surveys, quizzes, and interactive content to gather declared data.
Implementing server‑side tagging, reducing reliance on third‑party cookies while maintaining analytics accuracy.
Always align data collection with PIPEDA’s principles of consent and transparency.

Attribution models beyond last click: customer journey mapping in 2025

Last‑click attribution often misrepresents the value of upper‑funnel channels. Use multi‑touch or data‑driven attribution models to assess how various touchpoints (social ads, email, organic search, influencer collaborations) contribute to conversions. Map out typical customer journeysMany users discover a product via TikTok, read reviews, sign up for a newsletter, and then convert through a Google search. Understanding these paths helps allocate budget effectively.

Conclusion & Next Steps for Canadian Businesses

Digital marketing in Canada is entering a new era. AI‑powered tools enable hyper‑personalized experiences, but they must be grounded in ethical data practices, compliance with PIPEDA and CASL, and respect for consumer privacy. Local and voice search optimization, short‑form video, and social commerce are no longer optional; they are fundamental to reaching audiences where they are.

To thrive in 2025:

Invest in AI and automation while maintaining human oversight and transparency.
Prioritise local relevance through bilingual content, hyper‑local SEO, and community partnerships.
Expand into short‑form video and social commerce, leveraging micro‑influencers and shoppable content.
Embrace zero‑click SEO and GEO, optimising for featured snippets and AI assistants.
Adopt privacy‑first, sustainable marketing grounded in Canada’s data protection laws.
Experiment with emerging technologies, from podcasts to AR/VR, but anchor innovation in authentic storytelling.

By integrating these trends into a cohesive strategy, Canadian businesses can build trust, engage audiences, and drive growth in 2025 and beyond.

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