Canadian Influencer Marketing Needs a Homegrown Approach

• April 1, 2025
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By Ciara Dalziel, Account Director

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In today’s shifting marketing landscape, brands can no longer rely on one-size-fits-all strategy—especially in Canada. Consumers are flocking to local businesses, and with the ongoing U.S. tariff war, economic nationalism is pushing this sentiment even further.

To stand out, brands must embrace authentic Canadian storytelling, and influencer marketing is one of the most powerful ways to do so. However, making an impact requires more than just working with influencers based in Canada. It requires a nuanced understanding of the local market, regional differences, and the relationships that drive true influence.

The Power of Local: Why Local Canadian Influencer Marketing Matters

Canadian consumers are more conscious than ever about where their products come from. One study found that 68 per cent of Canadians believe their spending choices directly affect their local communities, and 53 per cent are willing to spend an extra $5 to purchase locally.

The push to “buy Canadian” is gaining momentum, with shoppers gravitating toward brands that reflect their values and local identity. Influencers offer a direct line to these audiences, providing authenticity and credibility in ways traditional advertising cannot. Notably, 62 per cent of Canadian social media users trust a post from an influencer more than one from an A-list celebrity, underscoring the value of authentic local voices.

But for influencer marketing to work in Canada, it must be tailored to the country’s unique social and cultural landscape. Unlike in the U.S., where brands can often take broad national approach, Canada requires localized strategies that account for bilingual audiences, regional differences, and distinct consumer behaviours.

Canadiana in Canadian Influencer Marketing

Successful influencer marketing isn’t just about working with content creators based in the country. It’s about finding influencers who genuinely understand and represent Canadiana. Given that 71 per cent of consumers are more likely to make a purchase based on social media referrals, collaborating with influencers who embody Canadian culture can significantly boost engagement.

Whether its lifestyle influencers showcasing Canadian-made products, travel creators promoting local destinations, or food bloggers celebrating regional cuisine, the right voices can make a brand’s story feel truly local and relevant.

Here at North, we’ve built strong relationships with influencers who resonate with Canadian audiences. These partnerships go beyond transactional brand deals. They are rooted in trust, credibility, and a deep understanding of what matters to consumers here.

The Risk of Inauthenticity in a ‘Buy Canadian’ Climate

As the “Buy Canadian” movement grows, so do the questions around what it truly means to be a Canadian brand. Is it about ownership? Local manufacturing? Certification from the Canadian Food Inspection Agency (CFIA)? Or a global company with deep roots here? Consumers are increasingly scrutinizing these claims and they’re not afraid to call out brands that miss the mark. That’s why due diligence is key. Brands must ensure their influencer partners are equipped with clear, thoughtful messaging that can stand up to public scrutiny. In today’s environment, authenticity isn’t just a nice-to-have—it’s a requirement.

Navigating the Canadian Market’s Unique Challenges

That demand for authenticity doesn’t just apply to brand identity—it extends to how influencer campaigns are executed across Canada’s diverse landscape. Beyond cultural nuances, influencer marketing in Canada comes with specific regulatory and media landscape considerations. Notably, only 37 per cent of Canadians trust that influencers properly disclose sponsored content, pointing to a growing awareness and skepticism around transparency in paid partnerships.

Disclosure guidelines differ from the U.S., and brands must be mindful of bilingual content requirements, regional market differences, and evolving platform algorithms.

This is where working with a Canadian agency makes a difference. We don’t just execute influencer campaigns, we craft meaningful, localized strategizes that align with consumer sentiment, brand goals, and compliance standards. Our deep understanding of the Canadian landscape allows us to connect brands with the right voices, shape narratives that resonate, and drive real impact.

The Bottom Line: Influence with Impact

Canadian consumers want brands that see them, understand them, and reflect their values. The most effective way to achieve this is through influencers who can tell those stories in an authentic, engaging way.

We know that great influencer marketing isn’t just about reach, it’s about real connection. In a market where local matters more than ever, choosing a partner with deep Canadian expertise is the key to success.

Ready to craft an influencer campaign that truly speaks to Canadians? Let’s talk.

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