Apple: Differentiates itself in social software
One of the five largest information technology companies in the United States, alongside Alphabet, Amazon, Meta, and Microsoft.
Apple is an American high-tech company, and as of March 2023, Apple is the world’s largest company by market capitalization. Apple had the highest global smartphone market share in the fourth quarter of 2023 at 24.7 %.
The number of Apple followers across social media
Instagram 32.25 million Followers
Twitter 9.8MFollowers (Joined September 2011)
Youtube 18.8 million Followers
Facebook 28.63 million Followers
As an Apple fan, I have used iWatch, iPhone, Macbook, iPad and other products, but I have not followed any Apple social media accounts. This is weird, and it doesn’t even sound like I like apples that much. But this is a common and normal phenomenon in Apple’s user base.
Samsung’s Facebook account has 160 million followers, with Apple social media account a huge amount of fans gap! But that certainly doesn’t mean Apple has fewer users than Samsung. Behind this huge gap is Apple’s different attitude and strategy in digital media from other companies.
Apple is not enthusiastic about its social software, rarely updating updates and not following any other accounts other than Apple’s.
Ins
Apple’s dynamic on Instagram is dominated by images, and the content is dynamic and colorful, which is very attractive. Image ads are easier for consumers to remember than text-only ads, and Apple’s bright, saturated photos are more eye-catching.
Personally, although Apple has had a lot of celebrity endorsements (a small number compared to other companies), forgive me, I am more impressed by photographs of ordinary people in motion, full of tension and life.
#ShotOniPhone
Apple’s success with social software is largely due to the hashtag #ShotOniPhone. There are 29.59 million Instagram posts under the hashtag, most of which are ordinary people documenting their daily lives. The awareness of Apple’s amazing camera performance, the best iPhone photos, and the wide participation, all contributed to the label.
YouTube
Unlike Instagram, which is mostly short videos and photos, Apple posts more videos on YouTube.
This video is the most viewed, and the whole story revolves around the recovery of the stolen MacBook, showing the security, convenience and compatibility of Apple products. The mood is full, the performance is exaggerated, and the very striking high-saturation yellow color is used many times to mobilize the viewer’s mood and improve the memory point.
In fact, for most companies, adopting a social media attitude like Apple’s is likely to result in ceding the opportunity to promote their own industry products to competitors. Apple did so with the confidence of its brand, the high loyalty of its customers, and a slightly aloof attitude that, as the title of Apple’s first marketing manual proclaimed in 1977, “Simplicity is the ultimate complexity.”
