“There are several interesting takeaways from the TikTok for Business study we’ve been discussing all week. One of the most insightful findings was about brand favorability. A lot of attorneys ask me, ‘Is my brand going to be more favorable in English than in Spanish?’ According to this TikTok study, the favorability is about the same in both languages.
If you communicate authentically with your community, whether in English or Spanish, the affinity and favorability remain strong. However, in our experience—while we don’t have a way to measure it—we tend to see more referrals coming from Spanish-language marketing and authentic Hispanic outreach. So, our belief is that when you advertise to the Hispanic market correctly, favorability might actually be a bit higher in Spanish than in English.
Of course, there are several factors that can influence this, like metro area, population density, your overall strategy, and quality. But at a minimum, the TikTok study shows there’s no significant difference between English and Spanish favorability, which is a good sign. Still, our experience suggests that Spanish-speaking strategies may yield slightly higher favorability than English ones.”
-Hugo E. Gomez, Founder (Abogados Now)