Canadians on TikTok: Unlocking the French-speaking Community

TikTok has emerged as a global mosaic where diverse communities converge, fostering a rich multicultural environment. The platform not only shapes cultural trends but also actively helps people discover new brands and further connects them to their favourites, making it a powerful catalyst for advertisers globally and within the diverse landscape of Canada.

We partnered with, Legér, one of Canada’s largest market research firms, to understand the unique characteristics of French-speaking Canadians on the platform, zooming in on their preferences and interests to decipher how brands can forge a deeper connection to engage with them.

The research took a deep dive into understanding the identity of French-speaking Canadians as consumers, the shared experiences they value, and how they seek to connect with brands - but don't take our word for it, hear it directly from the Francophone community on TikTok!

Who are French-speaking Canadians on TikTok?

Most French-speaking Canadians on TikTok live in the province of Quebec, and according to Statistics Canada, 85% of Quebec residents speak French at home on a regular basis.³ Artist and content creator from Wendake, Quebec, @aichella, digs into the brand opportunity with French-speaking Canadians in the video below. She suggests how brands could connect with these audiences far beyond just the language they speak, but they can certainly start there. Joie de Vivre, or Joy of Life, is a part of Francophone Canadians' DNA, and it is a great opportunity for brands to lean in to show the value they can bring to this audience’s life.

50% of French-speaking Canadians on TikTok claim it's important to see content that reflects their culture.¹ From cultural references to authentic representation, 81% of French-speaking Canadians on TikTok say they are more loyal to brands that advertise in French.² Brands can push the needle a little bit further by creating entertaining experiences which are at the very heart of TikTok as a platform. These audiences also truly value entertaining experiences and local humour.

Unveiling their shopping preferences

Wondering what French-speaking Canadians on TikTok value when it comes to shopping? One word: Experiences! As affirmed by beloved Montreal-based fashionista furbaby @tikatheiggy in the video below, French-speaking audiences on TikTok tend to favour more experience-based content on the platform, like travel and wellness. They are 1.6x more likely to agree that living in the moment is a priority, than English-speaking Canadians.¹

This joyful, living-in-the-moment nature shows up incredibly strongly in their passion for food, music, festivals, sports (especially hockey), and humour. As the study highlights, 68% of Francophones on TikTok prioritize products and experiences that bring them joy in the moment.¹ This doesn’t necessarily mean splurging on luxurious products but rather products that add value, as they are willing to pay a premium for quality.

How connection drives consideration

French-speaking Canadian audiences on TikTok root their purchases in social proof and communal experiences. 61% rely more on recommendations from their inner circles offline, and 57% look for brands and products that feel connected to their personal identity.¹ They are also 1.3x more likely than English-speaking Canadians on TikTok to shop in-store to see or try the product before buying it.¹

Quebec-based creator @mimilapoop specializes in comedy skits while also teaching French words to audiences on TikTok, and she perfectly sums up the need for connection in her video below.

Not surprisingly, the trust factor is key to forging a connection as well, which is why local creators like @mimilapoop, who entertain and feel relatable, can help to bridge the gap between French-speaking Canadians on TikTok and brands. Over 80% of French-speaking Canadians on the platform agree that they want to see more ads with local creators, and a majority prefer when brands have campaigns or partnerships customized for them.² This could be as simple as a sprinkle of Quebec humour in a video or working with a French-Canadian creator for a campaign.

A steadfast commitment to representation and community building

Ultimately, unlocking the vibrant tapestry of the French-speaking Canadian community on TikTok requires a long term approach. So, if you're ready to vibe with them, your first step is to create TikTok videos centered on a genuine understanding of French-Canadian culture, beyond just special occasions. Brands that show an earnest knowledge of French-speaking Canadians are connecting better with the expanding French-Canadian audience, and building long term brand loyalty. Now that's Joie de Vivre.

To learn more about the science of connecting with French-speaking Canadians on TikTok, download the full report.

1. Source: TikTok Marketing Science French-Canadians Study 2023, conducted by Léger

2. Source: TikTok Marketing Science NA Best Practices for Multilingual Campaigns Study (Canada Results) 2023, conducted by NRG

3. Source: https://www150.statcan.gc.ca/n1/daily-quotidien/220817/dq220817a-eng.htm