TikTok Shares Research on the Benefits of Creating Multilingual Ads

Considering the projected growth of the Hispanic population in the United States, TikTok urges advertisers to consider the language used in their ads and explore the potential opportunities to reach audiences through multiple languages.

This insight comes from TikTok’s recent research partnership with NRG, which delved into the effectiveness of bilingual ads among TikTok users and offered strategies for brands to enhance their outreach across language barriers.

According to TikTok:

“Bilingual audiences are the future of marketing on and off TikTok, as they are the drivers of US population growth. Already the youngest and largest ethnic group, Hispanics will become a third of the population by 2060. This growing population is highly engaged on social and digital platforms, utilizing them not just for personal connections but also as gateways to engaging with brands.”

In line with this trend, TikTok recommends that brands invest in bilingual ad campaigns to connect with diverse audiences and foster lasting relationships.

“Brands can create long-lasting connections with this audience by incorporating Spanish language elements in ads, pushing beyond heritage months and speaking to their day-to-day lives year-round through authentic partnership with creators and celebrities from within their communities.”

TikTok’s research revealed that voiceovers had the most significant impact on upper- and mid-funnel metrics, such as brand perception, connection, and consideration, compared to ads in English only.

Additionally, ads that incorporate a mix of languages resonate most with bilingual Spanish-speaking audiences in the U.S.

“An ad entirely in Spanish doesn’t speak to the dual sense of identity these audiences feel. Layering English and Spanish creative elements to create balance ensures that brands can speak to bilingual users in a way that feels true to their identity as well as appeal to a broader audience.”

English-speaking audiences also appreciate brands that demonstrate inclusivity by incorporating other languages into their ads.

“Millennials were 1.6 times more likely to perceive brands as customer-centric and 1.5 times more likely to consider them trustworthy when exposed to ads featuring Spanish language elements.”

These findings suggest that as AI technology advances and enables real-time language translations, advertisers will have more opportunities to create multilingual promotions that cater to diverse audiences.

This data underscores the potential benefits of incorporating multilingual strategies into advertising campaigns, as highlighted in TikTok’s comprehensive report.

You can check out the full report from TikTok here

Source: Social Media Today

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