Last updated on November 9, 2021

As Canadians have turned to social media for their entertainment during COVID-19, social accounts have had their hands full – especially food and restaurant-oriented accounts. 

Caddle discovered Canadians especially gravitate towards food content in their social media feeds: “Restaurants” and “Food” accounts make the top 2 in both “brands you follow” and “things you discover” on social media. 

Who is Following Food Accounts?

In particular, “food” (32%) and “restaurant” (48.2%) accounts take the top 2 for discovery among the general population, with nearly half of respondents learning about new restaurants and one-third learning about food through social media channels. Meanwhile, just over one-third follow restaurant brands and a further 22% follow food accounts.

“Retailers/Stores” also rank within the top four, with about 30% of consumers discovering them and just under a quarter following them on social media.

Are Parenting Accounts Being Replaced?

“Parenting” accounts are least successful from a followership and discovery perspective (at just over 4% each).while interestingly, “Fashion” accounts bottom out too, though less significantly on their ability to drive discovery than their ability to gain Canadian followers. 

This could be attributed to the fact that  parents might feel comfortable taking parenting advice/recommendations from paediatricians or friends rather than turning to social media. “Food” accounts on the other hand, provide not only restaurant recommendations but easy-to-make recipes that gained immense popularity during COVID-19. 

This could be because parents might feel comfortable taking parenting advice/recommendations from paediatricians or friends rather than turning to social media. Food accounts on the other hand, provide not only restaurant recommendations but easy-to-make recipes  that gained immense popularity  during Covid-19. 

Main Takeaways

No.1 |

Canadians especially gravitate towards “Restaurants” and “Food” accounts, making the top 2 in both “brands you follow” and “things you discover” on social media. 

No.2 |

Food (32%) and Restaurant (48.2%) accounts take the top 2 for discovery among the general population, with nearly half of respondents learning about new restaurants and one-third learning about food through social media channels.<