With over 1 Billion people from around the world coming to TikTok each month to be entertained, it’s clear that content on TikTok has emerged as a global mosaic where diverse communities connect at scale as they learn, laugh, or discover something new. With content that spans beauty, fashion, food, and everything in between, culture starts on TikTok and opens doors for new brands to be discovered or deeper connections to be made. For marketers and brands, TikTok is a place to engage with consumers in unique, authentic ways while building lasting connections.
Most French-speaking Canadians on TikTok live in the province of Quebec¹, and according to Statistics Canada, 85% of Quebec residents speak French at home on a regular basis3. How do you build affinity and drive impact within this distinct community in Canada? In order to help clients authentically engage and forge deeper connections with French-speaking Canadians on TikTok, we wanted to understand the community as consumers, the shared experiences they value, and how they seek to connect with brands. So we teamed up with Legér, Canada’s largest research firm to dig deeper into the French-speaking Canadian community on the platform and sought to better understand them. Here are a few key takeaways…
First, let’s talk about “Joie de Vivre.” The French-speaking Canadian audience on TikTok favours experience based content on the platform – think travel, wellness and food. 68% prioritize products that bring them joy in the moment¹ and 59% are even willing to pay a premium for quality¹. In fact, French-speaking Canadians on TikTok are 1.6x more likely to agree that living in the moment is a priority, than English-speaking Canadians.¹ There’s an opportunity to strengthen impact by highlighting how a brand’s product can bring value and enrich life.
Second, relatability is key to success. While language is a crucial factor to consider, with 81% claiming they are more loyal to brands that advertise in French², French-speaking Canadians on TikTok also value other aspects that reflect their culture and identity. For instance, 49% agree that entertaining and humourous content speaks to them the most¹ and 86% want to see cultural references in ads they can relate to². So, there’s a great opportunity here for brands to stand out when they lean into authentic and relatable content, such as localizing ads with French content and cultural nuance.
Third, connection drives consideration. French-speaking Canadians have a distinct culture, so it stands to reason that brands can really lean into the community to drive results. In fact, over 80% of French-speaking Canadians on the platform agree that they want to see more ads with local creators², and a majority prefer when brands have campaigns or partnerships customized for them¹. Interestingly, the research found that French-speaking Canadian audiences on TikTok root their purchases in social proof and communal experiences. For instance, 61% rely on recommendations from their inner circles before making purchase decisions¹. This emphasis on social proof affirms the need for brands to truly lean in, expand their range, reach these inner circles and foster better connections with them to deliver on entertainment value. The takeaway: Working with local creators who are entertaining and relatable is key to bridging the gap between French-speaking Canadians on TikTok and brands.
Ultimately, the opportunity is immense. The French-speaking Canadian community on TikTok is one of endless creativity and engagement. For brands, this is the time to not just explore a deeper connection but an invitation to truly unlock the vast potential by diving right into the research and leading the way. You can explore more of our findings here.
- Source 1: TikTok Marketing Science French-Canadians Study 2023, conducted by Léger
- Source 2: TikTok Marketing Science NA Best Practices for Multilingual Campaigns Study (Canada Results) 2023, conducted by NRG
