Apple is a highly respected brand with millions of loyal followers and decades of experience in marketing and advertising. However, after completing an extensive audit of Apple’s social media presence, it is evident that Apple has no interest in being present on any social platforms other than Instagram and YouTube. Although Apple has accounts on Instagram, Facebook, Twitter, YouTube, and Tiktok, the company has yet to publish any significant post on 3/5 of these platforms.
Apple and Instagram
Apple has a very unique presence on Instagram, which may stem from their smartest social media strategy to date. The company began its #ShotOniPhone campaign in 2014, aiming to highlight the quality of the iPhone cameras by collecting user-generated photos from iPhone owners who were willing to share some of their personal photos online. To date, Apple collects these images and reviews them alongside a panel of experienced industry photographers. The winning photos are celebrated in a gallery on Apple Newsroom, on apple.com, on their Instagram page, and on other official Apple accounts. Additionally, some of these photos are used in apple stores, digital campaigns, public exhibitions, and billboards.
Since its start, Apple has utilized this campaign and hashtag to source posts for their Instagram account. They join organic posts from users with commissioned imagery and videos from artists all over the globe on special occasions. For example, during black history month, Apple commissioned black photographers to cover the stories of prominent black figures. Apple posts regularly on Instagram, averaging 5-6 posts a week, 120,000 likes, and 440 comments. With 27.3 million followers, their level of follower response on Instagram equates to about a .004% engagement rate over the past six months.
Although Apple posts frequently and has impressive numbers, the company comes off as cold. It does not seem like Apple uses Instagram to engage heavily with their fan base. Apple has stubbornly continued its shot on iPhone campaign with little change or innovation, effectively turning a tool that can be used to connect with their audience into a picture book. While sharing user-generated content is a great way to advertise the quality of iPhone photos and create free content, Instagram has evolved significantly since Apple’s campaign began. The platform transitioned from a focus on sharing basic photos to a place where people connect and share within like-minded communities. Using Instagram, Apple has the opportunity not only to share the quality of their iPhone cameras, but to also use their Instagram page as a platform that hosts a community of people who love their products through sharing information, collecting user questions and concerns, and even showcasing their current and future products in a way that is inclusive to their entire user base.
Apple on YouTube
Apple joined YouTube in June 2015. Over the years, their YouTube page has garnered a total of 15.6 million subscribers and 762,844,726 views. They currently have 214 public videos, serving as ads, commercials, Shot on iPhone content, product reveals, short films, events, and more. Their views per video range anywhere from nearly 500,000 to 21 million. Apple’s YouTube content is versatile, yet their approach works for their following. YouTube seems like a platform in which Apple is comfortable sharing anything and everything with their subscribers. More often than not, their subscribers will engage with the majority of their videos.
The only suggestion I would make is for Apple to turn their comments on on YouTube. YouTube comments are a great way to build a sense of community. Viewers and subscribers can spark conversations, engage with one another, bond over Apple’s content, and answer one another’s questions. This creates an opportunity for Apple’s users to feel included.
Other Social Platforms
Regarding their other social media platforms, Apple has yet to tweet anything on Twitter. This is a missed opportunity, as, in this day and age, Twitter is one of the best ways for brands to connect with their audience at an individual level. For example, the company Jet Blue excels in its Twitter presence by promptly replying to almost every tweet that mentions them. Whether it be a question, comment, or suggestion, Jet Blue ensures that every individual’s tweet is acknowledged (to the best of their ability). This creates a sense of care and further increases the loyalty that their customers already display.
While it may not be possible to respond to every single tweet aimed at Apple, responding to the more important and relevant tweets can increase brand awareness and engagement. I would recommend that Apple begins utilizing their Twitter account as much as possible, as they already have a following of 7.7 Million. All that’s left to do is to start tweeting. Furthermore, Apple can apply the same principles to their Facebook account while appealing specifically to the older demographic that may be more active on Facebook. Apple’s Facebook page has 13,887,989 followers, yet all they do is change their cover photo every once in a while.
Lastly, considering Apple’s first few posts on TikTok, it is safe to assume that they are willing to showcase different features that are available in various applications similar to how they utilized users to demonstrate the iPhone camera’s photo quality on Instagram. It is common for people to find useful life hacks that were previously unknown on Tiktok, so this type of content would suit their TikTok account and blend in with the content they are already sharing.
Looking Ahead
In conclusion, Apple has an opportunity to take advantage of their various social media platforms, as well as innovate on how they utilize Instagram. Although sharing user-generated content is an efficient and effective way to market a product, the engagement rate shows that there is room for improvement. Sharing information about new products, and events, and collecting feedback through comments are all valuable ways that Apple can improve their Instagram usage.
On YouTube, Apple can make an effort to build their community by simply turning on their comments. Regarding Twitter and Facebook, Apple should begin forming communities by addressing questions and concerns which will help their audience feel considered, valued, and heard. Finally, Apple can use their TikTok account to share new and unique features and applications on their devices with the public.
Sola's Thoughts 