Between my morning café crème at Café Olimpico and a spontaneous métro ride through Rosemont, I probably post five Instagram Stories before noon. It’s become reflexive, almost meditative in a strange way. But what if that digital reflex could actually help pay my hydro bill?
Living in Montreal has shifted financially over the past few years. Rent has climbed steadily across neighbourhoods from Mile End to Griffintown. A casual grocery run at Provigo easily hits three figures now. Even a simple 5 à 7 on a Saint-Laurent terrace can drain your wallet faster than expected.
So when I heard about a platform designed to pay regular Montrealers for posting Instagram Stories, my journalist instincts kicked in. I wanted to understand how it actually works and whether it’s legitimate.
The platform is called Locals.tv, and it’s Canadian-owned. Their model connects local brands with everyday social media users right here in the city. The premise is straightforward: share brand content through your Instagram Stories, keep it live for twenty-four hours, and get paid.
What caught my attention immediately was that follower count doesn’t determine your earnings. Instead, the platform evaluates your audience demographics and engagement patterns. That means someone with three hundred engaged followers could potentially earn more than someone with three thousand disengaged ones.
I spoke with Marie-Claude Fontaine, a graphic designer in Plateau-Mont-Royal who’s been using the platform since January. She has roughly eight hundred Instagram followers, mostly friends and local creative professionals. She told me she’s made between two hundred and four hundred dollars monthly just by selecting campaigns that align with her usual content.
“I was skeptical at first,” she admitted over a video call. “But I chose campaigns for local cafés and vintage shops I already visit. It felt natural, not forced.”
Her experience reflects a broader shift happening across social media right now. Instagram Stories have evolved into one of the most trusted content formats available. They feel immediate, unpolished and genuinely human compared to curated grid posts.
According to recent data from Hootsuite, over five hundred million Instagram accounts use Stories daily worldwide. In Montreal specifically, engagement with Stories has increased significantly among French and English-speaking users alike. People trust recommendations that come through Stories because they feel personal rather than transactional.
Brands have noticed this shift too. Traditional advertising often gets ignored or scrolled past quickly. But when someone shares a café, boutique or local service through their Story, it registers as a genuine recommendation.
That’s exactly what Locals.tv is capitalizing on. The platform launched initially in Toronto before expanding to Montreal earlier this year. Their focus remains on keeping advertising dollars circulating within local communities rather than funneling everything to multinational corporations.
I tested the platform myself last month. I browsed available campaigns and selected one for a bookstore in Outremont that I genuinely love. The process took less than five minutes from start to finish. I customized the Story slightly to match my usual aesthetic and posted it.
Twenty-four hours later, the payment appeared in my account. Forty dollars for something that took almost no effort.
Now, I’m not suggesting this replaces a salary or solves Montreal’s affordability crisis. But as someone who regularly posts Stories anyway, earning occasional side income feels almost absurdly simple.
The platform’s interface is clean and intuitive. You create a profile, link your Instagram account, and browse campaigns filtered by category. Options range from restaurants and bars to fashion boutiques and wellness studios. Each campaign displays the potential earnings upfront, so there’s complete transparency before you commit.
What I appreciated most was the emphasis on authenticity. The platform doesn’t require you to use specific hashtags or overly promotional language. You maintain creative control over how you present the content to your audience.
Samuel Tremblay, owner of a small coffee roastery in Rosemont, told me he’s seen measurable results since partnering with Locals.tv. His campaigns typically get shared by thirty to fifty local users monthly. He tracks increased foot traffic and online orders directly tied to those Stories.
“It’s more effective than traditional ads,” he explained during our phone conversation. “When someone’s friend shares our coffee, people actually show up.”
This model benefits both sides. Brands reach targeted local audiences authentically, and everyday users monetize content they’re already creating.
Of course, transparency matters here. The platform encourages users to follow Instagram’s guidelines about branded content. You should always make it clear when something is sponsored, even if it’s a business you genuinely support.
For Montrealers navigating rising costs across housing, groceries and entertainment, small supplemental income streams matter. Two hundred extra dollars monthly might cover a Métro pass and groceries. Four hundred could handle a utility bill or contribute toward savings.
The economic landscape here has changed noticeably. According to recent statistics from the Montreal Gazette, average rent has increased by nearly fifteen percent over the past three years. Grocery inflation continues affecting households across all income levels. Even small financial cushions make a difference now.
I’ve always believed that adapting to economic shifts requires creativity and openness to new models. Monetizing social media habits you’ve already established feels like a practical response to current realities.
The broader trend here is worth noting too. Social media platforms are gradually democratizing income opportunities beyond traditional influencers. Regular people with modest followings are finding ways to earn through content they’re already producing organically.
Whether you’re a student in Concordia, a young professional in Verdun or a parent in Ville-Émard, this kind of opportunity doesn’t discriminate based on status or follower count.
As I finish my coffee and prepare to post another Story about this incredible croissant from Hof Kelsten, I’m reminded how much our digital habits have woven into daily life. If those habits can occasionally fund themselves, why not explore that possibility?
The question isn’t whether platforms like Locals.tv will become more common. They already are. The question is whether Montrealers will embrace these opportunities as practical tools for navigating an increasingly expensive city.
For now, I’m cautiously optimistic. And yes, I’ll probably keep posting those Stories anyway.
