Connecting with French-speaking Canadians on TikTok requires a long-term commitment to representation and building community, according to TikTok, which just released findings in its Marketing Science French-Canadians study. The research was conducted by Leger in 2023, and highlights the importance of identity to francophone Quebecers.
About three in five (59%) say language is an important part of their identity (two times higher than anglophone Canadians) more than one in three (37%) francophone Quebecers say the province they’re from is important, and a third (33%) say their cultural background is a big part of their identity. Cultural background and language are most important to older francophones, those 45-plus.
Francophone TikTokers feel close to both Canadian and French-Canadian culture and want brands to acknowledge that – 84% say multi-lingual ads make them feel seen and represented. They are proud of their identity and when digital platforms carry content that reflects Quebec culture. One in five participants say TikTok helps strengthen their connection with their Quebec identity – a sentiment most often expressed by those aged 18 to 24.
Representation is key to brand affinity, loyalty and action by francophones, with TikTok users wanting to see cultural references they can relate to in ads (86%). More than three-quarters (76%) of respondents appreciate ads that have cultural references to day-to-day life, not just special occasions. The majority (81%) are more loyal to brands that advertise in French and are more likely to share multi-lingual ads with friends and family.
French-speaking Canadians favour experience-based content on TikTok such as gaming, dining, travel, media and entertainment, as well as sports, recreation, health and fitness. Quality and value, rather than luxury, are important to francophones and they want brands to talk about those attributes.
Francophone Quebecers over-index (80%) against anglophone Canadians on entertainment, news subscriptions and services, as well as concert ticket purchases. They also want entertainment and relatability in brand content – 49% favour humorous and entertaining content while 48% say they find authentic and relatable content speaks to them the most. Content that uses humour and a Quebec spokesperson is 25% more effective with Canadian francophones.
Social proof and communal experiences are drivers of francophone purchases with 61% relying on inner-circle recommendations and are 1.3-times more likely than anglophones to shop in-store to see or try a product before buying. Their trust needs to be earned, although 30% say they trust brands on digital platforms, 30% follow brands on TikTok and 54% interact with brands on the platform. Younger francophones aged 18 to 24 are more open to engaging with brands, trusting brands on digital platforms, and following creators on TikTok (54%).
