Social media platforms are becoming more stable at least, that’s what the latest Léger study reveals about Canadians’ digital behavior and preferences for 2026.
Good news for businesses! It’s finally time to look ahead and explore new ways to boost your brand visibility in the ever-evolving world of social media.
At Agence Middle, we know you don’t have the time to go through a 50+ page report filled with data. That’s why we’ve summarized the key takeaways from Léger’s study in this blog post to help you navigate this complex landscape more easily.
Value-driven content takes the lead
Users are growing tired of endless scrolling and are now demanding more meaningful content. While scrolling remains an instinctive habit, fatigue is setting in: Canadians increasingly seek posts that genuinely bring them value.
YouTube stands out as the go-to platform for learning: 36% of users visit it specifically to learn new things, and 53% consider its content trustworthy. That’s a golden opportunity for businesses looking to showcase their expertise while keeping a friendly tone and maybe even adding a touch of humor.
The message is clear: focus on educational content that positions your business as a trusted authority in your field.
Short-form video remains a must (and LinkedIn is joining in)
The numbers speak for themselves: 64% of Canadians prefer watching short videos when trying to better understand a product or service. This dynamic and easily digestible format continues to dominate user preferences.
An interesting point for B2B companies: LinkedIn is now giving more visibility to video content. If you thought short-form video was reserved for TikTok or Instagram, it’s time to rethink your strategy. Even in a professional context, short and punchy videos perform remarkably well.
Your employees’ expertise: your greatest asset
Canadians maintain a strong connection with the brands they follow 41% actively follow companies on social media. But what truly makes a difference? The authenticity and expertise of your employees. Users particularly value when employees speak on topics related to their area of expertise. This approach humanizes your brand and builds deeper connections with your audience. Your employees are your best ambassadors : their insights, knowledge, and personalities add tremendous value to your brand’s relationship with Canadians. Encouraging your teams to share their expertise on LinkedIn or other platforms can greatly strengthen your credibility.
The appetite for expertise remains strong
Even though some users feel social media fatigue, the data shows that Canadians still actively consume content. The difference? They’re more selective and seek real value.
That’s where your business should focus in 2026: creating expert, credible, and engaging content that meets your audience’s genuine needs. Platforms will continue to evolve, formats will diversify, but authentic expertise will always be the most powerful way to stand out.
