Welcome to an insightful conversation with Milena Traikovich, a leading expert in demand generation who has helped countless businesses craft impactful campaigns to attract high-quality leads. With her deep expertise in analytics, performance optimization, and lead generation, Milena is the perfect guide to unpack the recent shutdown of TikTok Canada and its far-reaching effects. In this interview, we dive into the implications for Canadian users, the cultural and artistic landscape, the creator economy, challenges for businesses, and the delicate balance between national security and digital growth. Join us as we explore how this decision reshapes Canada’s place in the global digital ecosystem.
How does the shutdown of TikTok Canada impact everyday users, even though they can still access the app?
While Canadians can still download and use TikTok, the shutdown of its local offices in Toronto and Vancouver means there’s no domestic team to tailor the experience to Canadian preferences or needs. Users might notice less localized content, fewer region-specific trends, or promotions that don’t resonate as much. Over time, the app could feel more generic, driven by global or U.S.-centric priorities rather than reflecting Canadian culture or events. It’s a subtle but real shift in how connected users feel to the platform.
What role did TikTok Canada play in amplifying Canadian culture, particularly in music and the arts?
TikTok Canada was a powerhouse in promoting homegrown talent and cultural identity. They worked directly with artists, curating content and campaigns that spotlighted Canadian music and creativity on a global stage. Beyond individual artists, they sponsored major events like the Juno Awards and the Toronto International Film Festival, embedding themselves in the cultural fabric. Their efforts gave Canadian arts a unique platform to shine, which is now at risk of fading without that dedicated support.
Can you share some examples of how TikTok Canada helped specific artists gain traction?
Absolutely. Artists like bbno$ and The Beaches have openly credited TikTok Canada for pivotal boosts in their careers. The local music team created custom filters, secured strategic placements, and pushed their content through global campaigns. These weren’t just random viral moments; they were orchestrated efforts by a team that understood the Canadian market and knew how to position these artists for maximum impact. Losing that kind of advocacy is a huge blow to emerging talent.
How does the loss of TikTok’s support for marginalized creators, like Indigenous and BIPOC voices, affect Canada’s creative landscape?
This is one of the most heartbreaking impacts. TikTok Canada ran initiatives like the National Screen Institute’s Indigenous Creator Accelerator, offering funding, mentorship, and visibility to communities often sidelined by traditional media. For Indigenous and BIPOC creators, these programs were a lifeline to break through systemic barriers. Without them, there’s a real risk of losing diverse voices in a space where global algorithms often favor bigger, more mainstream content. It deepens existing inequities in Canada’s creative ecosystem.
What challenges do Canadian creators face now without local TikTok support, especially compared to their U.S. counterparts?
Canadian creators are now in a tough spot. TikTok Canada’s partner managers were instrumental in connecting influencers with brands, guiding content strategies, and securing in-app promotions. Without that local advocacy, creators are reliant on U.S.-based teams who may not grasp the nuances of the Canadian market. Compared to U.S. creators, who still have robust domestic support, Canadians risk losing visibility and bargaining power in a hyper-competitive global algorithm. It’s like playing on an uneven field.
How are Canadian businesses and brands affected by the loss of localized TikTok campaign support?
Businesses, especially small and medium-sized ones, are facing a major setback. TikTok Canada provided critical insights into local audience behavior and helped craft campaigns that cut through the noise. Without that, brands lose a key partner to navigate TikTok’s global strategy, risking diminished visibility. There’s also the challenge of adapting to a platform that might not prioritize Canadian-specific content or trends anymore, which could hurt their ability to connect with local consumers effectively.
Do you think other social platforms can fill the void left by TikTok Canada for both creators and businesses?
It’s possible, but not seamless. Platforms like Instagram Reels and YouTube Shorts are obvious alternatives, and many will shift focus there. However, TikTok’s unique algorithm and cultural impact are hard to replicate. For creators, these platforms don’t always offer the same organic reach or community engagement. For businesses, fragmenting ad spend across multiple platforms can dilute impact and efficiency compared to TikTok’s once-centralized funnel. There’s potential, but it’ll take time and experimentation to match what was lost.
What’s your take on the tension between national security concerns and the health of Canada’s digital economy in this shutdown?
This is a classic clash of priorities. On one hand, the government’s concern about data privacy and foreign influence through TikTok’s parent company is valid, especially given global intelligence alignments. On the other, the cost is borne heavily by creators, artists, and small businesses who relied on TikTok Canada for growth and visibility. It’s a tough call—protecting citizens’ data is crucial, but dismantling a key pillar of the digital economy without a clear alternative feels like a disproportionate hit to cultural and economic vitality.
What is your forecast for the future of Canada’s creator economy in light of this shutdown?
I think we’re at a crossroads. Canadian creators and businesses will need to adapt quickly, either by diversifying across platforms or finding ways to work with U.S.-based TikTok teams despite the lack of local nuance. There’s resilience in this community, and I expect some will innovate through cross-platform strategies or even relocation for better support. But without a strong domestic advocate, Canada risks losing ground in the global creator economy. The next few years will show whether other platforms or policies step up to bridge this gap, or if this marks a lasting setback for Canadian digital influence.
