Week in Review: Gen Z is expanding the social media menu in Canada; Talking TikTok with Movers + Shakers

In 2020, social media usage in Canada reached new heights across all the platforms we track, as people relied more on the medium to connect with loved ones and find new information on the health crisis. March 28, 2021 [Week in Review: Gen Z is expanding the social media menu in Canada; Talking TikTok with Movers + Shakers]() In 2020, social media usage in Canada reached new heights across all the platforms we track, as people relied more on the medium to connect with loved ones and find new information on the health crisis. This growing base of users adds fuel to social media advertising, which will account for the majority of display ad investment this year. Tools for commerce have also advanced in the past 12 months, making social media a key discovery channel for retailers and allowing buyers to advance through the purchase funnel more readily. Almost two-thirds (63.2%) of Canada’s population will use social media at least once per month in 2021. Most of that consumption will be on smartphones, and increasingly on platforms made for mobile like Instagram and Snapchat. Social networks will reach almost full penetration among adult Gen Zers this year, or 99.0% of users ages 18 to 24. The next-highest penetration rate will be among the 25-to-34 age bracket, younger millennials, at 90.9%. =/ODY3LVNMRy05MDEAAAF8F-a8_QZ0HBuGFNdtd898at6U88AThE_Zg_W1vKi-8vEPvbPdZE7T6u454mxNWVBNBouBfXs= [Read the full article.]() [How brand loyalty is disappearing and what to do about it]() Amid the pandemic and other societal forces, brand loyalty is quickly eroding. To revive fading sentiment, brand marketers need a framework to move with speed even in short windows of opportunity. [Read this article, contributed and sponsored by Sightly.]() [Unexpected surge pushes China’s internet population to brink of 1 billion](/ODY3LVNMRy05MDEAAAF8F-a8_QZ0HBuGFNdtd898at6U88AThE_Zg_W1vKi-8vEPvbPdZE7T6u454mxNWVBNBouBfXs=) China will have 983.7 million internet users this year, thanks to an unexpected 8.6% boost in 2020, the fastest expansion its online population has seen since 2012. We previously forecast that it would take several more years for China’s internet users to hit the magical 1-billion mark, but we now project this unprecedented milestone will come by the end of next year. [Read the article.](/ODY3LVNMRy05MDEAAAF8F-a8_QZ0HBuGFNdtd898at6U88AThE_Zg_W1vKi-8vEPvbPdZE7T6u454mxNWVBNBouBfXs=) [chart-image](/ODY3LVNMRy05MDEAAAF8F-a8_QZ0HBuGFNdtd898at6U88AThE_Zg_W1vKi-8vEPvbPdZE7T6u454mxNWVBNBouBfXs=) [The Ad Platform: Talking TikTok with Movers + Shakers](=/ODY3LVNMRy05MDEAAAF8F-a8_QZ0HBuGFNdtd898at6U88AThE_Zg_W1vKi-8vEPvbPdZE7T6u454mxNWVBNBouBfXs=) We estimate that one in four US internet users will use TikTok this year, and adult users will spend almost 32 minutes per day on average with the short-video app. Evan Horowitz, co-founder and CEO of creative agency Movers + Shakers, joins eMarketer principal analyst at Insider Intelligence Nicole Perrin to discuss TikTok's ad products, how advertisers are using the app to build brand equity, and the need to tailor social creative to make sense for each platform. ["Behind the Numbers" is made possible by Neustar. Listen in.](=/ODY3LVNMRy05MDEAAAF8F-a8_QZ0HBuGFNdtd898at6U88AThE_Zg_W1vKi-8vEPvbPdZE7T6u454mxNWVBNBouBfXs=) [chart-image](=/ODY3LVNMRy05MDEAAAF8F-a8_QZ0HBuGFNdtd898at6U88AThE_Zg_W1vKi-8vEPvbPdZE7T6u454mxNWVBNBouBfXs=) [What short-video marketers should know about UGC](=/ODY3LVNMRy05MDEAAAF8F-a8_QZ0HBuGFNdtd898at6U88AThE_Zg_W1vKi-8vEPvbPdZE7T6u454mxNWVBNBouBfXs=) Before brands embark on short-video marketing, one of their key considerations should be the pros and cons of user-generated content (UGC). Marketers have had to learn to be comfortable with showing their brand messages in the midst of UGC on social media—and that’s been harder than ever, thanks to the recent rise in negativity and misinformation on some platforms. But to excel in the short-video format, especially on TikTok, marketers must also be willing to tap ordinary users for inspiration, participation, and viral distribution. [Read the article.](=/ODY3LVNMRy05MDEAAAF8F-a8_QZ0HBuGFNdtd898at6U88AThE_Zg_W1vKi-8vEPvbPdZE7T6u454mxNWVBNBouBfXs=) [chart-image](=/ODY3LVNMRy05MDEAAAF8F-a8_QZ0HBuGFNdtd898at6U88AThE_Zg_W1vKi-8vEPvbPdZE7T6u454mxNWVBNBouBfXs=) [Spotlight on Women Leaders with Dickies](=/ODY3LVNMRy05MDEAAAF8F-a8_QZ0HBuGFNdtd898at6U88AThE_Zg_W1vKi-8vEPvbPdZE7T6u454mxNWVBNBouBfXs=) As Dickies nears its 100th birthday, Kathy Hines, vice president of global marketing, speaks about the importance of taking a deep introspective look at your brand. She discusses how Dickies went to market with its “dignity in work” campaign and honest, authentic global messaging with a localized approach. As a business leader, Kathy also offers advice to women as we continue celebrating Women’s History Month with Industry Voices. [Watch now.](/ODY3LVNMRy05MDEAAAF8F-a8_QZ0HBuGFNdtd898at6U88AThE_Zg_W1vKi-8vEPvbPdZE7T6u454mxNWVBNBouBfXs=) /ODY3LVNMRy05MDEAAAF8F-a8_QZ0HBuGFNdtd898at6U88AThE_Zg_W1vKi-8vEPvbPdZE7T6u454mxNWVBNBouBfXs= =/ODY3LVNMRy05MDEAAAF8F-a8_QZ0HBuGFNdtd898at6U88AThE_Zg_W1vKi-8vEPvbPdZE7T6u454mxNWVBNBouBfXs= [The top 5 ways Venmo can become a better payment method]() A full 3 in 5 US adults would use Venmo as a payment method if the app offered rewards. [Read the full article.]() [chart-image]() [Podcast: The 'Behind the Numbers' analysts' choice awards](=/ODY3LVNMRy05MDEAAAF8F-a8_QZ0HBuGFNdtd898at6U88AThE_Zg_W1vKi-8vEPvbPdZE7T6u454mxNWVBNBouBfXs=) On today's episode, we look at how awards shows are doing and hand out some pretend awards of our own: "Must-Pay-Attention-To Video Streaming Platform," "Traditional Media Dark Horse," "Standout Brand/Company/Advertiser of the Year," and more. Tune in to the discussion with eMarketer principal analysts at Insider Intelligence Jeremy Goldman, Nicole Perrin, Jillian Ryan, and Debra Aho Williamson. ["Behind the Numbers" is made possible by Neustar. Listen in.](=/ODY3LVNMRy05MDEAAAF8F-a8_QZ0HBuGFNdtd898at6U88AThE_Zg_W1vKi-8vEPvbPdZE7T6u454mxNWVBNBouBfXs=) [chart-image](=/ODY3LVNMRy05MDEAAAF8F-a8_QZ0HBuGFNdtd898at6U88AThE_Zg_W1vKi-8vEPvbPdZE7T6u454mxNWVBNBouBfXs=) [Women and people of color are still underrepresented on TV shows](=/ODY3LVNMRy05MDEAAAF8F-a8_QZ0HBuGFNdtd898at6U88AThE_Zg_W1vKi-8vEPvbPdZE7T6u454mxNWVBNBouBfXs=) US TV is still disproportionately white and male; women represented over half of the US population but just 37.9% of reoccurring cast members on TV shows in 2019. [Read the article.](=/ODY3LVNMRy05MDEAAAF8F-a8_QZ0HBuGFNdtd898at6U88AThE_Zg_W1vKi-8vEPvbPdZE7T6u454mxNWVBNBouBfXs=) [chart-image](=/ODY3LVNMRy05MDEAAAF8F-a8_QZ0HBuGFNdtd898at6U88AThE_Zg_W1vKi-8vEPvbPdZE7T6u454mxNWVBNBouBfXs=) ©2021 Insider Intelligence Inc. 11 Times Square, New York, NY 10036 eMarketer Week in Review is published by Insider Intelligence Inc. [Unsubscribe](/ODY3LVNMRy05MDEAAAF8F-a8_QZ0HBuGFNdtd898at6U88AThE_Zg_W1vKi-8vEPvbPdZE7T6u454mxNWVBNBouBfXs=) | [Change email address](/ODY3LVNMRy05MDEAAAF8F-a8_QZ0HBuGFNdtd898at6U88AThE_Zg_W1vKi-8vEPvbPdZE7T6u454mxNWVBNBouBfXs=) | [Advertise](=/ODY3LVNMRy05MDEAAAF8F-a8_QZ0HBuGFNdtd898at6U88AThE_Zg_W1vKi-8vEPvbPdZE7T6u454mxNWVBNBouBfXs=) [Select "Research Submissions"](=/ODY3LVNMRy05MDEAAAF8F-a8_QZ0HBuGFNdtd898at6U88AThE_Zg_W1vKi-8vEPvbPdZE7T6u454mxNWVBNBouBfXs=) for potential inclusion in the eMarketer Daily. 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