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Cracking The Code: TikTok’s Guide to French-Speaking Canadians

January 31, 2024No Comments

TikTok’s guide is your passport to understanding how French speakers engage on social media.

Are you a marketer looking to tap into the vibrant French-speaking community in Canada? TikTok has your back! TikTok has dropped a fresh guide, giving you the lowdown on how French-speaking Canadians roll on the app. Thanks to research by Legér, one of Canada’s top market research firms.
 
Sure, the French-Canadian scene might seem niche globally, but with over 7 million native speakers, it’s a big deal. TikTok’s 22-page guide is your passport to understanding how French speakers engage with the app, and it’s not just for this group – the insights can level up your game for the broader Canadian market.
 
The French-speaking community in Canada, particularly in Quebec, has found a unique voice on TikTok, and understanding their preferences and behaviours can unlock new opportunities for brands aiming to connect with this audience. A recent study by Léger in collaboration with TikTok Marketing Science provides great insights into the habits and preferences of French-speaking Canadians on TikTok.
I love maple syrup

The Language

For French-speaking Quebecois (FR-QCs), identity is deeply intertwined with language, province, and culture. The study reveals that more than one in three FR-QCs considers their province a crucial part of their identity, while about three in five emphasize the importance of language. Cultural background also plays a significant role, with one in three FR-QCs valuing it as an essential aspect of their identity, a sentiment that is twice as high as their English-speaking counterparts (EN-CAs). Interestingly, older FR-QCs – especially those who are 45 years old and above – show an even stronger connection to their cultural background and language.
 
While French-speaking Canadians consume TikTok content in both English and French, the study highlights a clear preference for content in French. Approximately three in five FR-QCs consume TikTok content in French.
oh she french?

Brand Loyalty

The study underlines the impact of representation on brand loyalty, and action. French-speaking Canadians on TikTok express higher loyalty to brands that advertise in French, highlighting the importance of cultural references in ads.

76% are more likely to share ads that use multiple languages with friends and family.

Yes

Quality and Value

The study indicates that FR-QCs prioritize price, value quality, and prefer products that are luxurious or premium. This presents an opportunity for brands to communicate the value and quality of their products to resonate with the audience. French-speaking Canadians want to see ads personalized to their culture and language. The study reveals that 45% of FR-QCs wish to see ads adapted to their culture and language, reinforcing the importance of understanding the local context when creating campaigns.

French-speaking Canadians express a desire for more local and regional content on TikTok.

chefs kiss

Lifestyle: Joie de Vivre

To connect with French-speaking Canadians on TikTok, brands should include in their marketing strategies the vibe of ‘Joie de Vivre.’ This involves focusing on building a community and emphasizing the positive impact of their products. Encouraging people to share moments when the brand brings happiness to their lives and collaborating with local events, festivals, or artists that embody the brand’s connection with its audience.
 
To get all the details and insights from the study, you can read the full report here.
The queen
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Last updated on January 18, 2024

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