As the Hispanic consumer segment continues to grow in size, its importance relative to other segments becomes more evident to marketers. This is even more relevant when it comes to the younger share of the segment, since approximately 23% of all Millennials, 24% of Gen Zers, and 26% of Gen Alphas today have Hispanic backgrounds.
Despite significant similarities uniting all young consumers under a similar cohort, marketers are ignoring one of the most important expectations of young Hispanics: to be seen as fully bicultural consumers. These consumers are proud of their heritage, love to connect to elements of Latino culture, and, most importantly, expect brands to recognize them as such by offering messages highlighting their unique cultural identity and backgrounds.
One of the industry’s many misconceptions is the assumption that youth-dominated social media channels represent the most significant opportunity to try the failed “Total Market” concept; the one-size-fits-all approach. After all—goes the old and tired concept—young people tend to behave the same way, right?
A recent study conducted by entertainment platform TikTok helps to debunk this old approach, shedding light on what creates higher effectiveness when advertising to young Hispanics on their platform.
I spoke with company executives Jennifer Rivera-Vega, Head of Multicultural Advertising, and Jaclyn Williams, Research & Insights Manager, about the study. The following is an edited version of our conversation.
Isaac Mizrahi – What was the driver to conduct this study?
Jennifer Rivera-Vega – One of the diverse audiences that brands and marketers are keen to connect with most in the US is the Hispanic consumer segment. That’s because they are the largest source of US population growth and show significant growth in purchasing power. Already the youngest and largest ethnic group, Hispanics will become a third of the population by 2060. So, it was really important for us to help brands understand how to best connect with this community.
And, since the Spanish language is such a significant connective tissue for this segment, this was a natural place to explore. Brands often come to us asking about best practices for ad creative: Should campaigns be in Spanish or English, and how does Spanglish work? How about voiceovers vs. captions or music? We commissioned this research because we sought to provide data-backed answers to these questions as well as guidance on best practices.
Mizrahi – Could you provide more information on its methodology?
Jaclyn Williams – In this study, we partnered with NRG (National Research Group) to survey 1600 TikTok users ages 18+. Our sample comprised 1200 bilingual users (understanding both English and Spanish); 400 who preferred Spanish, 400 who preferred English, and 400 were equally comfortable with both. We also surveyed 400 English-only speakers for comparison purposes. The quantitative survey that included questions on language, cultural background, identity, and consumer habits (category purchase history and intent, social media usage, etc.).
Respondents were then asked to scroll through a mock TikTok feed including ads for four categories: Auto, Beauty, Dining, and Telco. We tested an all-English version of an ad (English voiceover, English text overlays, English-language music) and gave the same ad different variations of Spanish and Spanglish voiceovers, text, and music combinations. A Key Driver Analysis was conducted to determine the effects of each language element on KPIs (e.g., ad appeal, brand consideration, view-through rate, etc.) along with a Bayesian network analysis to rank the impact these attributes had on KPIs. After this mock feed experience, the survey went on to ask about brand recall, favorability, perceptions, and purchase intent.
Mizrahi – Some marketers believe that young Hispanics tend to “acculturate” or “assimilate,” mainly when it comes to their social media behavior. Your study proved that this is wrong, that Latino culture is very relevant, even in social media. Could you please expand on this?
Rivera-Vega – Our research found that TikTok users strongly identify with Latino and broader American cultures and want brands to represent that bicultural identity. Based on their language preferences, while many TikTok users in the study are used to interacting in English most of the time, most would prefer to communicate in both languages in some scenarios, including on social media and when encountering ads.
Assimilation alludes to a process of conversion. Socially, it can even carry with it the connotation of a linear end point toward a desired state—in this case, cultural adaptation toward the American and simultaneous distance from the culture or language of origin. Our study points to the complexity of identity and underscores that identity is not zero-sum; it exists on several parallel scales.
Moreover, the study validated qualitative insights, indicating that language is more of a cultural cue than simply a mode of communication for this cohort.
Mizrahi – How relevant is using Spanish language to be effective when targeting Hispanics on TikTok?
Williams – Our research found that the Spanish language is particularly effective at driving loyalty and advocacy: 51% of bilingual users agreed that they would be loyal to brands that advertise in Spanish (3x more than English speakers), and 57% of bilingual audiences are likely to share ads that use Spanish and English with their friends and family. However, while Spanish language is important in connecting with Hispanic users on TikTok, language alone won’t do it. Accurate and authentic representation is needed with a balanced approach when it comes to language. The majority of those interviewed prefer to use both Spanish and English throughout their day-to-day lives and when using social media; and users want to see brands acknowledging both sides of their dual identities. The bilingual audience on TikTok wants to hear something other than Spanish; they want to see ads with cultural references to their day-to-day lives that feature creators or celebrities from their culture.
Mizrahi – Your study showed that there are different ways to explore language (Spanish and English) when creating ads on your platform (text, voice, music). Could you further expand on this?
Williams – We found that there are several different ways brands can integrate Spanish language into their ads, and all drove some level of impact. But ultimately, Spanish language voiceover drove the most impact across upper and mid-funnel metrics such as brand perceptions, engagement, and consideration. Text was also effective at boosting brand perceptions and engagement—and helped to foster a stronger connection with Spanish-dominant speakers—but wasn’t as effective at moving the needle on consideration as Spanish-language voiceover was. Music really helped to make the ads appealing, but, on its own, was not found to be a significant driver of KPIs—which is why we recommend using it as a cultural cue to create a more balanced mix of languages. For example, an ad featuring Spanish voiceover, English captions, and Spanish-language music.
Mizrahi – Which best practices can increase authenticity with Hispanics on your platform?
Rivera-Vega – Including cultural references that speak to the day-to-day lives of Hispanic consumers, beyond heritage months and holidays, is important for authentically engaging with the community. Working with Hispanic talent, including both TikTok creators and celebrities, also appeals to Hispanic TikTok users. While language helps to build emotional connection, cultural references and talent are the key to showing up authentically in a way that speaks to the community.
Mizrahi – How about consumers who don’t speak Spanish? Aren’t they disengaged by Spanish or bi-lingual campaigns?
Williams – Past research has indicated that TikTok users tend to be very inclusive of and interested in other cultures [Source: TikTok Marketing Science Global Diversity Study (US Results) 2022, conducted by Flamingo]. This research further proves that point. Among our English-only sample, we found that ads with Spanish elements appealed to them equally as those in English, so there really was no risk of isolating or disengaging non-Spanish speakers. In fact, we even saw some benefits. Millennials, in particular, were more likely to view brands whose ads incorporate Spanish as more trustworthy and caring about their customers (compared to other generations). A balanced mix of English and Spanish treatments was found to resonate most strongly with English-only users while also effectively speaking to the dual identity of bilingual speakers.
Mizrahi – What are the biggest AHAs of this study?
Williams – A big takeaway for us was the need for a balanced approach of including both Spanish and English in an ad to really authentically speak to bilinguals and reflect how they speak day to day. This speaks to how Hispanics see themselves: bicultural and, at times, fully American and fully Hispanic.
It was also incredibly important to see the validation that more culturally nuanced and specific advertising did not alienate users from outside that culture; instead, it had neutral-to-positive effects compared to standard English-only ads.
One thing we found surprising was that Spanish-language music alone doesn’t drive impact; it really needs to be used as part of a more balanced approach.
Mizrahi – What would you say to advertisers who are still treating Hispanic consumers as regular “general market” consumers?
Rivera-Vega – There is no such thing as the “general market.” Increasingly, marketers are being called to be students of culture to be effective. The “general market” existed in the decades when we had to reach the masses through the lowest common denominator because the primary medium was network TV and print. The media landscape has changed drastically, and the composition of the US has, too.
Today’s marketers have to act more like digital anthropologists, call upon “lived-in” experiences, and interrogate how their product or service impacts the different communities they serve. Sure, there are throughlines in the value proposition from consumer group to consumer group, but there are also differences that sometimes go unacknowledged by advertising. Shining a light on consumers’ “lived-in” experiences and interactions with your product is the key that unlocks resonant connection and loyalty. A culture-driven approach helps consumers feel seen, which keeps them coming back. This is true not just for Hispanic consumers but consumers as a whole.
Studies like this one conducted by TikTok could enhance the existing efforts of advertisers towards Hispanic consumers by offering the possibility of expanding existing channel mix options, while also increasing opportunities for cultural customization in a very effective way when it comes to production costs.
Furthermore, brands that have been shying away from the Hispanic segment due to marketing budget constraints may find that social and digital channels are a viable source of ROI at a relativity lower entry cost (when compared to the costs associated with production and traditional media investments).
In the next few years, we will see a strong trend where social media channels will lead the way for multicultural consumers to explore and celebrate their unique cultures and individuality. This will require a strategic understanding from brand marketers to prioritize effectiveness and growth vs. efficiencies and forced synergies for the sake of budget control.