A new study from TikTok and NRG highlights the effectiveness of incorporating Spanish-language elements into advertising to connect with the platform’s growing bilingual Hispanic audience.

The research finds that the bilingual Hispanic community on TikTok embraces both their Hispanic/Latino and American cultural identities. 72% identify at least partially with Hispanic or Latino culture, while the same percentage identifies with broader American culture. Notably, 17% say they identify 100% with both cultures.

This “200% sense of belonging” shapes their preferences when encountering branded content. More than half of bilingual TikTok users prefer to use both languages when viewing ads and using social media. According to the report, incorporating Spanish allows brands to speak authentically about their everyday experiences throughout the year.

The study examined the impact of featuring different language elements like voiceovers, captions, and music. Spanish voiceovers emerged as most effective for driving upper-funnel metrics like brand perception, connection, engagement, and consideration compared to English-only ads.

Spanish voiceovers enhanced perceptions of a brand’s authenticity and integrity. They make Spanish speakers 57% more likely to say they’d watch more ads from that brand on TikTok. For those with a strong Spanish preference, voiceovers motivate further engagement, like gathering more information.

However, the research indicates that bilingual audiences resonate most when brands blend creative elements of English and Spanish. Fully Spanish ads don’t capture their dual identity, but incorporating both languages creates a balanced way to appeal broadly while honoring their culture.

Analysts found that adding Spanish elements does not alienate English-speaking audiences on TikTok. Brand favorability metrics remain equally high compared to English-only ads.

In fact, there are even benefits among some English speakers. The report shows that millennial TikTok users appreciated the inclusive move – they were 1.6x more likely to agree that the brand pays attention to customers’ needs and 1.5x more likely to view it as trustworthy when Spanish was incorporated. Read the full report here.