THE SOCIAL EDIT

A snapshot of the creators who are commanding attention and shaping trends nationwide.

What began as a storybook monster became 2024's $430 million phenomenon via TikTok and celebrity flexes, but counterfeit scandals and market corrections now cast doubt on whether Labubu can evolve beyond a one-cycle craze.

From creator-led spots to nostalgic reunions, this year’s Super Bowl ads sparked plenty of post-game buzz on YouTube.

The latest trends, creator moves and platform updates marketers need to know.

Super Bowl LX demonstrates the growing power of social-only activations and the evolution of hybrid strategies.

Skipping a traditional 30-second spot, Kraft Mac & Cheese responded in real time to more than 50 Super Bowl commercials

By tricking consumers into watching a “soup or bowl,” DonerNorth helped the sandwich brand cut through one of the year’s most cluttered media moments.

The latest trends, creator moves and platform updates marketers need to know.

Media and social experts share their interpretation of the numbers to predict how brands will be reaching consumers on the platforms in the months ahead.

As the market matures, experts predict where growth, risk and opportunity will emerge next.

The campaign offers a clear look at how Pet Valu used creators to connect emotional storytelling with physical store behaviour in a competitive retail category.

The agency has hired Sophie Morel and Marine Didierlaurent as it expands its social team, aiming to deliver integrated, performance-driven content and influencer campaigns across Canada.

How Torri Webster chooses the brands she works with—and the ones she turns down.

“Our goal is to give consumers a reason to talk about your brand. I’m a content creator, not an ad agency, so we play by different rules,” says Adbot founder Raul Garcia

As the market matures, experts predict where growth, risk and opportunity will emerge next.

An ongoing exploration of the many ways social media is reshaping today’s advertising landscape.

They have been variously described as 'voices that matter', 'culture translators' and 'an effective way to cut through the noise' while recent findings have shown they also offer a strong ROI so are they a real alternative to the traditional marketing mix?

The latest trends, creator moves and platform updates marketers need to know

Sault Ste. Marie’s Northern Snow is a key example of community-first thinking, says Viral Nation’s co-founder and co-CEO.

The Toronto-based social club shows the reach and influence of micro-influencers backed by loyal followers.

As creator budgets scale, measurement looks more like performance marketing with signals like conversion and business impact prioritized over raw reach.

Influencer marketing spend climbed to $660 million in Canada in 2025.