“TikTok recently released a study called ‘How Bilingual Ads Drive Results for Brands on TikTok,’ and the findings were quite significant. They discovered that 66% of bilingual users appreciate ads that reference everyday cultural experiences, not just special occasions.
For example, we’re currently in the midst of Hispanic Heritage Month, and while it’s important for organizations to acknowledge it, most people don’t respond to messages that are limited to just this moment. Engaging with the Hispanic market has to be a continuous effort—every day, all year round, not just during those 30 designated days.
Another key takeaway is that 71% of Hispanics want to see more ads featuring celebrities from their own culture. While big-name stars are great, you don’t always need A-listers like Bad Bunny. Local influencers, radio personalities, or even local government figures can have a big impact.
Additionally, 63% of Hispanics want to see more ads with influencers or creators from their culture. This highlights the fact that the Hispanic community wants to see themselves represented in the ads they watch. It’s not just about showcasing the service or product—people want to feel culturally connected to the content.”
-Hugo E. Gomez, Founder (Abogados Now)