TikTok, in collaboration with NRG, released a report emphasizing the importance of bilingual advertising, particularly in reaching the U.S.’s growing Hispanic population. This group, already the largest ethnic minority, is expected to constitute a third of the population by 2060. Their significant presence on social media platforms like TikTok presents a valuable opportunity for businesses to connect with them through culturally relevant content.
Per 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, TikTok suggests that brands should invest in bilingual ad development, in order to reach broader and more diverse audiences with their campaigns.
“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.”
The research shows that, with Spanish-speaking audiences in the U.S., ads that use a mix of languages resonate most with bilingual speakers, striking a balance that honors their dual identity. Such a strategy not only fosters a deeper connection with Hispanic users but also enhances brand perception among English-speaking audiences, who view these efforts as inclusive and trustworthy.
“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.”
With the advancement of AI technology, creating bilingual content will become more streamlined, allowing for the audio of content to be replaced with alternative language translations that sync with the speaker’s movements. This innovation could significantly impact marketing strategies, offering businesses the chance to engage with broader audiences more effectively.
Business owners can leverage these insights to expand their digital presence. By developing bilingual marketing strategies and utilizing upcoming AI tools for content translation, businesses can create more inclusive, engaging, and effective advertising campaigns that appeal to a diverse audience base.
For detailed strategies and further insights, reviewing the full report on TikTok’s website would be beneficial to any business owner looking to tap into the vast potential of bilingual marketing.
You can check out the full report from TikTok here.
