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  • Writer's pictureLaurianne Théberge-Méthot

Newcomers in Canada: The Importance of Influencer Marketing in 2024

Nouveaux Arrivants Canada, multiculturelle, marketing influence

The Importance of Influencer Marketing in a Multicultural Society

Upon their arrival in Canada, newcomers face major challenges such as integration, a sense of belonging, and feeling at home.

With immigration playing a crucial role in Canada's demographic growth and over 8 million Canadians identifying as part of a minority, local businesses have a giant opportunity and a significant responsibility to foster the inclusion of newcomers.

At Clark Influence, we understand the importance of this ever-evolving demographic and the need for businesses to adopt innovative strategies, such as offering diverse representation to create a welcoming and inclusive environment for all.

In this article, we will explore how influencer marketing can be a powerful tool to help local businesses establish meaningful connections with these growing communities.

Why Can Influencer Marketing Help Newcomer Integration?

Influencer marketing can contribute to newcomer integration by providing a platform for the representation and visibility of various cultural communities.

By collaborating with influencers from these communities, businesses can create more authentic and relevant advertising campaigns that resonate with the experiences and interests of newcomers. These partnerships also help overcome linguistic, cultural, and social barriers by providing a direct communication channel between businesses and their target audience, thereby promoting smoother integration and better mutual understanding.

What Are the Benefits of Influencer Marketing for Businesses?

The benefits of influencer marketing for local businesses are manifold. Firstly, leveraging influencers allows for the creation of authentic relationships with the target audience. By collaborating with individuals who share the same values and interests as their audience, businesses can establish long-term trust and loyalty.

Furthermore, influencer marketing offers increased visibility and direct access to specific communities, including newcomers. By partnering with influencers from these communities, businesses can reach a diverse and relevant audience, which can also be particularly beneficial for newcomers seeking products or services tailored to their specific needs.

It is crucial to note that multicultural Canadians place great importance on celebrity endorsements and reviews before making a purchase. Therefore, businesses need to leverage these influential voices to reach newcomers effectively.

Case Studies:

In 2023, Radio-Canada contacted us to assist them in a campaign targeting newcomers in Quebec and Ontario. We collaborated with five local influencers, who then helped us recruit five profiles of nano-influencers through a call for applications. The results were incredible: with posts that resonate with the expatriate community, we achieved an engagement rate of +40% and impressions of over 1,600,000.

Brands such as IGA, BNC, and Catie have also seized this opportunity and experienced significant success using influencer marketing. By collaborating with well-established influencers in various communities, these brands have not only increased their visibility but also strengthened their reputation and relevance among these key audiences.

In Conclusion:

By showcasing influencers of different backgrounds, influencer marketing promotes diverse representation in the media, thereby contributing to promoting social inclusion and raising public awareness of Canada's cultural diversity. Knowing that 59% of Canadian consumers prefer to be associated with brands aligned with their values and that diversity is a key element of these values, it is essential for businesses to highlight this.

In short, influencer marketing offers an effective and innovative strategy to help businesses connect with newcomers to Canada. With nearly half of new permanent residents selected for their economic skills, businesses need to partner with diverse influencers to create authentic and lasting relationships with these dynamic communities.

If you want to learn more about how to build connections with newcomers, click HERE.

Furthermore, if you would like to learn more about how influencer marketing can benefit your business, feel free to contact us at

Nouveaux Arrivants Canada, multiculturelle, marketing influence


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