A recent Léger study commissioned by Heylist uncovers a striking disconnect between self-perception and influence among Canadians; while 92% do not identify as influencers, 74% have purchased products based on social media recommendations from their personal networks.
This phenomenon suggests that everyday interactions can influence purchasing decisions, effectively turning ordinary individuals into potential influencers.
Vicky Boudreau, CEO and co-founder of Heylist, emphasizes the need to challenge the notion that influencer success is contingent on large followings, advocating instead for the impactful role of nano-influencers—those with fewer than 10,000 followers.
These smaller creators often enjoy deeper authenticity and stronger connections with their communities, presenting brands with the opportunity to engage more meaningfully with consumers.
The study also reveals that 46% of Canadians, particularly 67% of younger adults aged 18-34, are eager to partner with preferred brands, indicating a significant shift in the marketing landscape toward genuine and relatable collaborations.
