T-Mobile is taking advantage of TikTok to improve its brand messaging. The company is aiming to increase engagement and relevancy amongst customers by getting more involved with its social media presence—specifically on TikTok. To accomplish this, T-Mobile is partnering with TikTok influencers including Alex Yoon and Tom Fell to post promotional content about the brand and its benefits. The company’s chief marketing officer says “No one really wants to watch an ad, so we chose the influencers in the right territory.” Furthermore, they are funding their brand campaign with over $10M, as well as distributing ads via linear and connected TV, sponsorships, podcasts, and more. YPulse research shows that TikTok has changed the way young consumers prefer to consume ads on social media and fitting in with existing content (which tapping influencers helps with) is a must. (Digiday)
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