Samuel Larouche operates Sam à Trois-Rivières, a TikTok channel born three years ago from a simple realization: Trois-Rivières barely existed on the platform’s map. What started as experimentation while beginning his content creation career at an agency evolved into a full-time job showcasing the Mauricie region’s hidden gems—food reviews, activities, magical places—giving visibility to local businesses that consistently report customers mentioning his videos as the reason they visit.
What is your channel called and what is it about?
Sam à Trois-Rivières. I create reviews of the hidden gems in my region (Mauricie). Food reviews, activities, magical places, and more — all to help give visibility to local businesses.
When did you start it? What motivated you at the beginning?
I started about three years ago. I was beginning my career as a content creator in an agency and wanted to experiment and test new ideas, so I opened my TikTok account. I quickly realized that Trois-Rivières barely existed on the TikTok map, so I decided to showcase everything amazing and worth discovering in the area.
Who were you inspired by? Any influences?
I don’t have one specific inspiration, because I’m influenced by everything I see every day on social media. More than anything, I wanted to build my own brand and style.
How would you describe your audience?
It’s both young and older — haha. I have teenagers as well as their parents following me. The community is also very close-knit and highly engaged. Whenever I drop a new review, the featured place always tells me people mention the video and come try it because of it.
What is your creative process? Do you have people who work with you?
Basically, I show up on location and film everything. I often end up with around 200 clips, then I sort through them. Once I have the best shots, I cut the video down to about one minute and add my voice-over. Then the magic happens — I build the rhythm and energy, and finally I add subtitles, visual effects, and sound design for the final version.
How do you monetize your content? Do you also have another job?
I monetize my content through Sam à Trois-Rivières because my account connects me directly with businesses that need content creation for their restaurants. After we collaborate, I often offer to create unique promotional content for them, and they very often accept. So yes — this is my full-time job: content creation and influencer marketing.
What is your favourite piece of content you have created?
Definitely the unique Gel Blaster arena in Canada. It pushed me outside of my comfort zone (food content), and I wanted to create a video that would make people across the country want to try the activity. And it was a huge success.
What is the best part about what you do? What is the worst part?
The best part is discovering my region in depth — I truly love that. The worst part is that there isn’t really a stable or typical schedule. You have to learn how to deal with short deadlines and fast-paced projects.
What are your future plans for your channel?
I’d like to start doing reviews all across Quebec and become the go-to reference for finding hidden gems throughout the province.
Where can we follow you?
