How TikTok welcomes Canadian newcomers home

Hundreds of thousands of new immigrants are estimated to move to Canada each year¹, presenting a golden opportunity for brands to forge lasting connections with consumers freshly introduced to the market. To help brands effectively welcome newcomers and make Canada feel like home, we've explored TikTok's pivotal role in unlocking this audience's potential.

We partnered with NRG and took a scientific approach to better understand the newcomer community on TikTok. We looked at groups including a mix of different generations and recency of moving to Canada within the last 18 months. Additionally, we were able to assess differences across age groups, among international students, as well as between fresh and established newcomers.

Who are newcomers on TikTok?

At a glance, Canadian newcomers are a diverse and driven group coming in from different parts of the world. In fact, according to our study, 37% of these newcomers are parents, while a significant 77% are students, each bringing their own passions and interests to explore in their new home.² Whether they're searching for the perfect dining spot or the best beauty products, they turn to TikTok to discover their new favourite local businesses.

More than 50% of newcomers on TikTok view Canada as a land of opportunity, a place for personal growth and a better life. With long-term plans to stay, they're eager to immerse themselves in their new environment, with 87% being open to learning new things and the majority actively engaging on social and video platforms.²

Engaging newcomers with a warm welcome 'HOME':

Brands can not only offer support for these audiences on their new journey, but connect with them through TikTok to build lasting relationships. To assist brands in welcoming these new audiences, we've developed the 'HOME' framework, guiding engagement across four key areas:

1. Help newcomers set up early

Newcomers quickly set up essential services upon arrival, so it's vital for brands to reach them early with clear, targeted messaging. Within their first month, 87% have shopped retail, 82% have connected with telecommunications service providers, and 79% have interacted with financial institutions.² TikTok gets newcomers up to speed as they consistently turn to TikTok when they want to learn from a trustworthy source, in a short, easily digestible format. This isn’t surprising given the high level of trust audiences have in TikTok and the brands who advertise on it. Previous research found that after seeing an ad on TikTok, Canadian viewers are 2x more likely to trust the brand.³

2. Offer value and deals

As Canadian newcomers settle into their new home, finding a sense of security is a top priority, especially for international students. Whether it is looking for the best credit card available or learning how to pay taxes for the first time, they actively search on TikTok for these answers. However, security extends beyond deals and discounts to customer-centric experiences. In fact, 3 in 4 newcomers say that high quality customer service is crucial to maintain loyalty with a brand in the long-term.

3. Motivate journeys from discovery to action

Newcomers trust TikTok for authentic, community-driven content that informs their purchase decisions. The platform is a trusted source for learning about brands and ranks #1 for influencing decision-making across key sectors like travel, financial services, and retail.² According to our study, 2 in 3 newcomers agree that TikTok shows them brands they can trust.² Additionally, clear and simple ads can help newcomers discover products without feeling overwhelmed, with 54% of newcomer audiences agreeing that the For You feed on TikTok helps them in learning and discovering new products and services after moving to Canada.²

4. Engage in communities to establish trust

Newcomers are drawn to content that reflects their experiences, and brands that offer culturally relevant support will stand out. TikTok has been instrumental for newcomers to adjust and create community in Canada. In fact, survey respondents shared that they even browsed or searched for content on TikTok before arriving to Canada to gain an initial sense of what their life in Canada will look like. Additionally, content by newcomers for newcomers, such as “How to Settle Down in Toronto” or “Top 5 Restaurants to Try,” was identified as a helpful resource for newcomers to orient themselves in their new homes.

The platform also sparks discovery for new products through creative, authentic storytelling, typically in the form of creator content and the comment section for each video. If a creator has a strong, authentic following, newcomers are more likely to try the brands they recommend, even with paid sponsorships, as long as the content remains transparent and genuine. Additionally, ads on TikTok keep newcomers aware of promotions and discounts on products.

Unlocking long-term connections and loyalty

Ultimately, TikTok serves as the perfect companion for getting newcomers integrated into the community. By offering genuine representation and practical tools, TikTok enables brands to engage meaningfully with newcomers, ensuring their transition is not just smooth but also filled with connections that last a lifetime.

To learn more about connecting with Canadian newcomers on TikTok, download our full report here. For industry deep dives, you can download the verticalized reports for Telco, Retail, FinServ, Auto and Travel.

• Source 1: Kantar Canada Monitor, Download on New Canadians, April 2024

• Source 2: TikTok Marketing Science Canadian Newcomer Study 2024, conducted by NRG. Base: A18-54 who moved to Canada within the last 18 months, as of Sep 2024

• Source 3: TikTok Drives Brand Trust Study 2022 commissioned by TikTok Marketing Science and executed by Edelman Data and Intelligence