Canadians on TikTok: Leveraging key moments to drive brand impact

Picture this: a nation buzzing with cultural diversity where every moment is a chance to inspire, create and connect. Canada is a bustling marketplace of key moments, big and small, that bring communities together. From the thrill of March Break to the joyous festivities of Winter Holidays, these moments are not mere blips on the calendar - they're golden opportunities for brands to leave a lasting mark and connect with their audience in meaningful ways.

We leveraged internal data and conducted a custom study to survey Canadian TikTok users about various tentpole moments, and dig deeper into their content preferences when it comes to Canadian holidays and moments on the platform. TikTok audiences talk about moments through 3 different lenses: individual moments, family moments and community moments. Buckle up, as we explore the True North and journey through these key events that matter most to Canadians on TikTok.

Individual moments

Individual moments on TikTok are all about celebrating personal milestones, passions, and aspirations. Take, for example, March Break or shopping events throughout the year. While March Break is traditionally a time for relaxation and travel, TikTok users have transformed it into a canvas for self-expression. From sharing DIY travel hacks to showcasing their artistic talents, individuals seize this moment to embrace their unique identities. Brands can tap into this by crafting campaigns that resonate with users' desire for authenticity and self-discovery.

Additionally, shopping events such as Black Friday and Boxing Day also serve as huge opportunities for brands as the platform is ripe with hauls and reviews around this time. With TikTok being the #1 source of product discovery for Canadians on the platform¹, these are key moments to drive consideration with brand deals, promotions and hauls all over the platform.

Family moments

In Canada, family holds a special place in our hearts, and TikTok is where these bonds come to life. From the warmth of Thanksgiving gatherings to the festive cheer of Winter Holidays and Christmas, family moments on TikTok are a celebration of love, connection, and togetherness. TikTok users are 4.5x more likely to celebrate moments to commemorate cultural, religious, or family traditions than the average internet user.² Imagine a brand capturing the essence of these moments through heartwarming stories or interactive challenges that bring families closer.

According to research, gratefulness is the top emotion associated with Thanksgiving for audiences on the platform, while for Christmas it is joyfulness.³ Brands can lean into these key emotions and behaviours to be a part of these family celebrations, fostering meaningful connections that leave a lasting impression.

Community moments

Beyond individual and family moments, TikTok is a hub for community engagement and social activism. Community moments give users time to participate in an event or movement bigger than themselves. Whether it's rallying around Pride, cheering on their favourite sports teams, or honouring National Day for Truth and Reconciliation, these moments unite Canadians in a shared purpose. Brands have a unique opportunity to join the conversation and show their support for causes that matter to their consumers.

By aligning with community values and amplifying diverse voices, brands can foster trust and loyalty among TikTok users. This can be achieved by creating content that inspires users to share their stories and experiences, and use TikTok features like reply or duet to highlight voices within the community, as 69% of TikTok users say that they are more likely to pay attention to ads that fit their content.⁴

Drive impact by leaning into key moments on TikTok

Our entertaining content put TikTok at the centre of the internet’s undivided attention, and we know TikTok audiences are dialed-in. In fact, TikTok users are 1.4x more likely to claim that TikTok is their sole focus while using it compared to users of other video platforms.⁵ Whether you're activating on the platform for a specific moment or want to foster a long term connection with audiences, we encourage you to lean into TikTok and harness the power of self-expression, attention, and trust to elevate your campaigns to new heights.

Deepen your understanding of your audience by leveraging TikTok Insights. Explore our array of ad solutions tailored to help you make a splash during holiday and tentpole moments.

Source 1: TikTok Marketing Science CA Custom Moments Survey via AYTM, Dec 2023.(n=369)

Source 2: GWI Zeitgeist July 2023, Canada, TikTok Users 18+ (Use of this data does not equate to an endorsement)

Source 3: TikTok Marketing Science CA Holiday Research 2022, conducted by Material

Source 4: TikTok Marketing Science CA Audience Mindset Segmentation, conducted by Clear, Dec 2021 (n=960)

Source 5: TikTok Marketing Science Global Entertaining Ads Study 2022 conducted by Marketcast (Canada results, n=953). Entertaining ads are defined using a composite score with 7 unique inputs (e.g., excitement, shareability, entertainment, rewatchability, likable, etc.) and classified as either high, medium, or low entertainment value.