- New York Times ‘The Truth Is’ Campaign Has Hit TikTok’s Big Screen
- The objective is to publicize the importance of “the truth” among users and consumers.
- The campaign features 70 of the more than 1,700 journalists who make up the New York Times team
The new campaign “The Truth Is” from the New York Times has reached the big screen of TikTok, the social network that is fashionable and continues to gain more followers over time.
The campaign aims to raise awareness of the importance of “the truth” among users and consumers, and was launched for the first time in 2017.
For the 2021 edition of “The Truth Is”, the New York Times is presenting real images taken by some of the reporters of said medium and, in addition, it is the first ad to be taken to the fashion social network: TikTok.
The New York Times campaign
At this point, it is no longer a secret that TikTok is one of the most popular platforms in the world; its power is such that it continues to grow, reaching more than 800 million users.
Likewise, we have seen how the social network is making more commercial alliances, which are allowing it to have a greater presence among a significant number of content creators.
And that is precisely one of the arguments of the New York Times to develop this campaign in order to bring it to TikTok, even though the medium does not have a TikTok account.
“We recognize that TikTok is a growing platform that plays a huge role in culture,” revealed Amy Weisenbach, senior vice president of marketing for The New York Times Company.
“We bet that making a more emotional, one-on-one connection between our journalists and our readers will inspire more readers to support our journalism by subscribing,” he stressed.
And, if that weren’t enough, TikTok has become a great window for any brand or company that wants to develop sales strategies.
According to data from the social network itself, the platform has had a great growth in advertising during the last year; From January to December 2020, TikTok registered a 500 percent increase in ads, in the United States alone.
The campaign features 70 of the more than 1,700 journalists who make up the New York Times team. It was made in conjunction with Droga5, the production company Somesuch and the Final Cut editorial workshop.
The power of TikTok
Undoubtedly, the power that TikTok has continues to increase over time, that is unquestionable, a platform that had its boom in a period as complicated as the pandemic caused by Covid-19.
Now, it is not only a site to upload short videos with the simple objective of “hanging out”, but it is already a platform for digital content that has all the potential to be sponsored by different brands and / or renowned companies.
Although many brands refuse to enter TikTok, the truth is that it is a very important space for any marketing strategy.
The arrival of this announcement from the New York Times to the fashion social network may be just a small boost in the face of a great future for the platform, added, of course, to an important range of alliances that have the same objective: to place TikTok as the ideal site for content creators.
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