Running a business in Montreal or anywhere across Quebec comes with a learning curve that many companies don’t expect. The social media strategy that works everywhere else in Canada? It probaby won’t work here. The Quebec market operates differently, and the businesses that figure this out early are seeing results that blow their competitors out of the water.
Luxy Media has spent over a decade helping businesses navigate the unique landscape of social media marketing in Quebec. They’ve worked with major brands like Mazda Canada and Porsche, alongside local Montreal startups, and one thing has become crystal clear: succeeding in this market requires way more than just translating English content to French. It’s about understanding a completely different cultural mindset, legal requirements, and how Quebec consumers actually behave online.
Here’s what makes Quebec social media marketing so different—and why getting it right could be the biggest competitive advantage a business can have in 2025.
The Quebec paradox: fewer followers, way higher engagement
Something surprising happens when you look at the numbers. Only about 29% of French-speaking Quebecers follow brands on Facebook, compared to 35% in the rest of Canada. At first glance, that seems like bad news for marketers.
But there’s a twist that changes everything.
Around 69% of Quebec consumers actually read brand messages as if they’re from a friend, compared to just 16% in English Canada. While the rest of Canada is scrolling past brand content with barely a glance, Quebec audiences are paying attention and engaging deeply with the brands they choose to follow.
The reason? There’s significantly less brand noise in French. Most national companies either skip Quebec entirely or just run their English content through Google Translate (and Quebec consumers can spot that from a mile away, trust me). This creates a huge opportunity for businesses willing to invest in authentic, culturally-relevant French content.
Companies working with agencies that understand this dynamic have seen engagement rates 3-4x higher than their English Canadian counterparts. The Quebec audience is genuinely hungry for quality content in their language—they just need someone to give it to them the right way.
Bill 96 isn’t optional—it’s mandatory
Anyone doing business in Quebec needs to understand Bill 96. As of June 1, 2025, enforcement of Quebec’s updated language law is getting serious, and yes, social media is definitly included in that.
Here’s what businesses need to know:
- All commercial communications must be available in French
- Social media posts, captions, and call-to-actions need French versions
- French content must be “at least as prominent” as English
- Fines start at $3,000 per day and can triple for repeat violations
- The Office québécois de la langue française (OQLF) can proactively inspect digital presence
This adds another layer of complexity to marketing efforts. But here’s what many businesses miss: compliance isn’t just about avoiding fines—it’s about tapping into a market where roughly 79% of the population speaks French as their first language. When agencies help clients create bilingual social strategies, they’re not just checking legal boxes. They’re opening doors to deeper customer relationships and better conversion rates.
Professional agencies handle bilingual content creation as a core service. The key is not just translating—it’s localizing with native Québécois French speakers who understand cultural nuances. There’s a significant difference between “le dîner” in Quebec (lunch) and “le dîner” in France (dinner), and getting those details wrong makes a brand look completely out of touch.
The platforms that actually work in Quebec right now
Not every platform deserves time and budget, especially when managing bilingual content. Based on current 2025 data, here’s where Quebec businesses should be focusing their efforts:
Facebook is still dominant with 64% penetration in Quebec (actually higher than the 58% in the rest of Canada). Despite everyone claiming “Facebook is dead,” it remains the most effective platform for reaching Quebec consumers across demographics. The difference is that Quebecers aren’t as burned out on brand content here—though that window probably won’t last forever.
Instagram has exploded. Usage jumped from 37% to 63% in just three years, with 60% monthly engagement rates. The visual nature helps overcome some language barriers, but captions and alt text still need to be in French. Retail and hospitality brands have seen particularly strong results with bilingual Instagram campaigns.
TikTok is the sleeper opportunity. Usage has doubled since 2020, with 35% of Quebec adults now on the platform. The younger demographic is active there, and video content with French audio or subtitles performs exceptionally well. Plus, the platform has less saturated competitor content in French.
LinkedIn is massively underutilized for B2B in Quebec. French speakers use LinkedIn at half the rate of English speakers (12.8% versus 24.3%), meaning there’s way less competition for attention. Professional services, tech companies, and B2B businesses creating French LinkedIn content can gain a serious first-mover advantage.
What Quebec consumers actually want (it’s not what most think)
Years of working with Quebec businesses have revealed some key cultural differences that impact social media strategy significantly:
Quebecers unfollow brands for different reasons than other Canadians. In English Canada, people unfollow because of too much content or irrelevant posts. In Quebec, people unfollow when brands don’t respond to their inquiries. Radio silence on French comments is basically a dealbreaker. Responsive community management isn’t optional here—it’s critical.
They value authenticity over polish. Quebec culture celebrates “joie de vivre”—genuine enjoyment of life. Social content should feel real, not overly corporate. Behind-the-scenes content, team spotlights, and showing the human side of businesses tend to perform well. Less stock photos, more real moments.
Local loyalty runs deep. Quebecers actively prefer “Made in Quebec” products and local businesses. Highlighting Montreal or Quebec roots, supporting local causes, and participating in cultural moments like St-Jean-Baptiste Day, Montreal Jazz Festival, or referencing local sports teams builds genuine connections that translate to customer loyalty.
The social media trends Quebec businesses can’t ignore in 2025
The landscape is shifting quickly, and Quebec businesses need to keep up with broader Canadian trends while maintaining cultural specificity:
Video content has become non-negotiable. Short-form video across TikTok, Instagram Reels, and YouTube Shorts drives the highest engagement across all platforms. The advantage? Video can work across languages more easily than text-heavy content. Bilingual video libraries perform well in both markets when done correctly.
AI is changing how marketing works. Many agencies now use AI-powered tools for everything from caption generation to performance analytics. However, AI should never handle Quebec French translation alone. AI helps with efficiency, but cultural localization still absolutely requires human expertise from people who actually understand the nuances.
Social listening provides competitive advantage. About 62% of marketers using social listening tools report significantly higher ROI confidence. For Quebec businesses, this matters even more because conversations need monitoring in both languages, and understanding the cultural context behind comments and mentions requires local knowledge.
Why working with a Montreal-based agency makes a difference
A business could work with any social media agency in Toronto, Vancouver, or the US. But location matters more than many realize: Quebec isn’t just Canada with a different language—it’s a distinct market with its own cultural codes, media landscape, and consumer expectations.
Agencies embedded in the Montreal business community bring advantages that outside firms simply can’t match. Teams that live and breathe Quebec culture know which local influencers actually move the needle, which cultural references resonate, and how to navigate the bilingual landscape seamlessly.
Luxy Media has been operating in this space since 2013, working with everyone from international brands like Red Bull entering the Quebec market to local Montreal businesses scaling up. They work on flexible monthly retainers with no long-term contracts because results should speak for themselves. Their clients—from automotive groups to tech startups to professional services—stick around because of measurably better engagement rates, higher conversions, and authentic connections with Quebec audiences.
Action plan for Quebec social media success
Here’s what businesses need to do right now:
Audit current presence. Are French captions professionally translated or AI-generated? How quickly are French comments being responded to compared to English ones? Is everything compliant with Bill 96 requirements before the June 1st enforcement date?
Prioritize the right platforms. Spreading too thin doesn’t work. Focus on Facebook and Instagram as the foundation, then add TikTok for younger demographics or LinkedIn for B2B.
Invest in authentic content creation. Work with people who understand Québécois French and local culture. This goes beyond avoiding embarassing translation mistakes—it’s about creating content that genuinely resonates.
Build responsive community management. Quebecers expect timely responses to inquiries. If this can’t be managed in-house, partnering with an agency that has bilingual community managers ready to engage makes a huge difference.
Track metrics that actually matter. Vanity metrics like follower counts don’t pay bills. The focus should be on engagement rates, website traffic from social, lead generation, and conversion rates. Transparent reporting that connects social efforts to actual business results is what counts.
The bottom line
Quebec represents roughly 20-25% of the Canadian market, with over 7.7 million consumers who are less saturated with brand messaging and more engaged when approached correctly. The businesses winning in this market understand that Quebec isn’t an afterthought or a simple translation exercise—it’s a unique opportunity requiring dedicated strategy, cultural understanding, and authentic engagement.
Agencies like Luxy Media have built their entire approach around this reality. They’re not just another social media agency—they position themselves as partners in navigating one of Canada’s most unique and lucrative markets. Whether it’s a local Montreal business looking to grow or a national brand trying to crack the Quebec market, having the right expertise, track record, and cultural knowledge makes all the difference.
For businesses serious about Quebec, having a mediocre social presence in 2025 isn’t just a missed opportunity—it’s a competitive disadvantage they can’t afford. The opportunity is there, but it requires understanding the market on its own terms and investing in strategies that actually work for Quebec consumers.