Photo above by Robyn Bessenger
Entertainment is big business. It always has been, but what constitutes entertainment has definitely changed. Not so long ago after a busy day, people would settle down in front of the TV to catch up on their favourite show. Now phones are our entertainment centre — we’re more likely to watch our phones than actually take a call. Scrolling is in: according to a study by global performance running lifestyle brand Saucony (in partnership with market research company HarrisX), which surveyed more than 1,000 people, the 8 average person scrolls the equivalent of three marathons a year on their phone. Influencers carry a lot of clout in the content we view, and in Canada, the influencer landscape is as diverse as the population.
From fashion to food to financial literacy and entrepreneurship, immigrant social media influencers are redefining digital storytelling. These creators use platforms like Instagram, TikTok and YouTube to share their journeys, build communities and challenge stereotypes. T hey are also turning their personal brands into successful businesses. We spoke to three newcomer influencers from across the country to learn about their journey, and how it feels to be at the zeitgeist of the ever-evolving Canadian digital culture.
Athenas Angulo is a Mexican-Canadian content creator who got her start in 2017 blogging about her journey as a new parent. Fast forward to now, where she is a successful lifestyle and wellness digital creator on Instagram. She said playing to the strengths of digital platforms is crucial to being a meaningful content creator.
“Social media needs to be social. My background is public relations, so I love building relationships. I love meeting people on and offline and I have created great business and personal relationships though digital platforms,” Angulo says. She also says it is important for influencers to recognize their worth. “Know your value. What makes you and your content unique is your personality. There is no one who is going to present the content in quite the same way as you, and that is also the key to creating long-lasting relationship with your audience and brands.”
Diversity goes digital
With digital media and influencer marketing rapidly on the rise, brands of all sizes are recognizing the power of diverse voices in the marketplace. Canada currently ranks number four in the world’s global advertising markets (behind the U.S., France and U.K.), a sector that grew 53 per cent between 2018 and 2023. This sector surged during the COVID-19 pandemic and is showing no signs of slowing down. As Canadian businesses look to engage more multicultural consumers, immigrant influencers are at the forefront of this digital and marketing revolution, redefining representation in the media.
Angulo said that since the advent of the Black Lives Matter movement there has been a positive change in the way brands are making a conscious effort to connect with a diverse portfolio of influencers. Angulo has had the opportunity to work with global brands. “One of the surprising things to me is how much big brands value working with influencers of all sizes, including micro influencers. It’s really encouraging to see how all influencers are valued.” Instagram. She said playing to the strengths of digital platforms is crucial to being a meaningful content creator.
Doctor Neha Rana is an Indian immigrant who lives in Ottawa. She also happens to be a scientist with a penchant for creating Instagram content that gives back to other newcomers. Her content spans a broad range of topics, including immigration guidance, lifestyle tips and the latest social media trends. Like all the influencers we spoke to, Rana thinks carefully about the brands she works with. “I’m very intentional about the partnerships I take on — I only promote products or services I genuinely believe in, ones I think would be helpful to newcomers or people interested in life in Canada,” she says.
The influencers we interviewed also said being a content creator has shaped their Canadian journey. Calgary-based Gursahib Singh creates videos on YouTube and Instagram and has found content creation to be a positive outlet. He shares tips and information to help newcomers and prospective immigrants better understand and manage their move to Canada. “Back in India I was a teacher,” he says. “When I first arrived in Canada as a student, I found it difficult to navigate the challenges of newcomer life, so I became a content creator to help others so that they didn’t make the same mistakes as me.”
Singh creates videos in Hindi with English subtitles, and says he tries to entertain and answer questions. He says, “I create in Hindi because I want to speak from the heart and create an authentic connection.” Like Angulo and Rana, Singh adds that brand partnerships have been a good way to make extra income and enjoy new experiences.
Want to be a creator?
If you’re planning to create content to share your experiences as an immigrant to Canada, all the creators we talked to offer the same tip: be yourself. Authenticity is key to connecting with others on social media. They also agreed it’s best to start small. Creating content takes time and hard work: planning, scripting, filming, editing, engaging with your audience and staying updated — especially when you’re creating content involving complex information or advice. It takes time and consistency. It’s not just a 15-second reel — it’s hours of effort behind the scenes. However, all the influencers said the hard work was worth the reward. Rana says, “The biggest surprise is probably the kind of impact a single post or video can have. I’ve had people say, “You gave me the confidence to move,” or “Your reel helped me understand the permanent residency (PR) process.” I never imagined my story could help others take that leap. It’s incredibly humbling and motivating.”
Follow them on Instagram:
Athens angle @athenasangulo
Neha rana @noodlehtneha
Gursahib Singh @Gursahibsingh_ca
