Bilingual advertising on TikTok

As the U.S. Hispanic population continues its rapid growth and cements its status as the largest ethnic minority group, marketers are increasingly looking for strategies to connect with this influential demographic.

Recent research suggests a critical tool for success is bilingual advertising on platforms like TikTok, which inherently celebrate multiculturalism.

A new study conducted by TikTok in partnership with NRG sheds light on the bilingual Hispanic audience, offering valuable guidance for brands looking to maximize their reach on the social platform. The study, "TikTok Marketing Science NA Multilingual Campaign Study (US Results) 2023," delves into this audience's identity, preferences, and how marketers can authentically engage with them.

Understanding the Bilingual Audience

The U.S. Census Bureau projects that the Hispanic population will comprise one-third of the total U.S. population by 2060. This demographic trend marks bilingual audiences as a significant driver of future growth and influence, making them a crucial target for marketers.

The bilingual Hispanic community on TikTok displays a strong bicultural identity. According to the study, 72% identify at least partially with Hispanic or Latino culture, and 71% with broader American culture. This biculturalism is reflected in their language preferences, with over half of bilingual respondents preferring to use both Spanish and English in social media and advertising.

Bilingual Ads Boost Engagement

The study demonstrates that incorporating Spanish elements into TikTok ads significantly enhances brand perception and engagement among bilingual audiences. Key findings include:

• Spanish Voiceovers Matter: Ads with Spanish voiceovers had the most significant positive impact on brand perception, connection, engagement, and consideration when compared to English-only ads. This highlights the importance of speaking directly to audiences in their preferred language.
• Mixed-Language Success: A balance of Spanish and English across voiceover, captions, and music resonated most strongly with bilingual users. Striking this blend respects their bicultural identity and expands brand appeal.
• Driving Action: Spanish-dominant speakers were significantly more likely to seek additional information from a brand after engaging with ads featuring Spanish voiceovers.

Benefits beyond bilinguals

Importantly, the study found that bilingual ads didn't alienate English-speaking audiences and could even have positive effects. Brand favorability remained strong, suggesting that a bilingual approach is unlikely to harm a brand's reputation among those without Spanish fluency.

Additionally, millennials showed a particularly strong appreciation for inclusive advertising efforts. Millennials were more likely to perceive brands using Spanish elements as customer-centric and trustworthy.

Key takeaways for marketers

• Authenticity is Key: Pushing beyond superficial inclusion during heritage months is crucial. Partnering with creators and influencers from the Hispanic community and incorporating Spanish elements year-round demonstrates genuine understanding and appreciation.
• Language Matters: Spanish voiceovers make a powerful impact, but marketers should seek a strategic balance of English and Spanish across different ad elements to maximize reach.
• Inclusivity Wins: Bilingual ads can be a powerful tool for expanding audience reach and fostering positive brand perceptions across demographics.