Canadians might not see themselves as influencers, but their social circles tell a different story. According to a new Léger study commissioned by Heylist, while 92% of Canadians deny being influencers, 74% admit to purchasing products based on recommendations from friends, family, or acquaintances on social media.
This quiet phenomenon, where casual conversations spark consumer decisions, challenges the notion that only big-name influencers drive trends. It turns out, almost anyone can shape what others buy—even if they don’t have thousands of followers or a fancy title.
A Shift in Influence
“Many people still think influencing requires a massive online audience,” says Vicky Boudreau, CEO and co-founder of Heylist. “But we’re proving otherwise. Smaller voices, often overlooked, carry immense sway in their communities. That’s the power of nano-influencers.”
Nano-influencers—those with fewer than 10,000 followers—may lack celebrity reach but thrive on authenticity. Their close-knit relationships with followers create trust, making their recommendations highly effective. For brands, this opens the door to connecting with consumers in more meaningful and relatable ways.
A Generational Trend
The study also found that younger Canadians are particularly eager to collaborate with brands. Nearly half of Canadians (46%) expressed interest in working with their favorite companies. Among 18-34-year-olds, that number jumps to 67%, signaling a new wave of micro-collaborations between brands and individuals.
For these younger consumers, the allure isn’t just free products or cash. It’s about aligning with brands that reflect their identity and values.
Heylist’s Role in Empowering Everyday Creators
Heylist, a Montreal-based platform, is on a mission to level the playing field for smaller creators. By automating influencer marketing campaigns, the platform simplifies the process for both marketers and content creators. Whether someone has 1,000 followers or 10,000, Heylist provides tools to help them thrive in the creator economy.
“Authenticity wins over polished perfection,” Boudreau emphasizes. “That’s why nano-influencers resonate. They’re real people sharing honest opinions.”
Building Momentum
Heylist’s impact hasn’t gone unnoticed. In June 2024, the company secured $1.6 million in an oversubscribed funding round. Backers like Accelia Capital, Investissement Québec, and Anges Québec have bolstered Heylist’s mission to amplify smaller voices in influencer marketing.
The Bigger Picture
This research highlights a growing democratization of influence. No longer confined to the elite few with millions of followers, the ability to shape purchasing decisions now lies in everyday interactions. Brands are taking note, increasingly leveraging smaller creators to engage consumers authentically.
So, whether you’re sharing a skincare hack with your sister or raving about your favorite gadget to a friend, your opinion carries weight. Who needs a blue checkmark to make a difference?