"This kind of magic is for all of us."
What’s really fantastic about this line is that it highlights the promise of Apple’s products, without showcasing the product itself on the brand’s new Instagram feed.
Yes, you read that right. For the first time, Apple is on Instagram. Verified, of course.
But instead of showing you the typical Apple product shot – you know, white background, floating computers – there is very little product on this page so far. In fact, it’s all about showcasing the content created by iPhone users and curated by Apple.
A look through the lens of iPhone users around the world. Tag #ShotoniPhone to take part. - Words and images by @koci, @itsreuben, @danilo, @_xst, @subwayhands, @marcelonava, @brockdavis, @lanadeathray, @thesdcowgirl, @inomad, @_yaisyusman_, @dawn_denfeld, @pauloctavious, @jeremysnell, @laurazazanis, @ryanpernofski, @abstractconformity, @mirafilm, @joez19, @daniil, @oli_op, @fotombo, @j9ryl, @tertiusalio, @maggiefortsonphoto, @trevorpaulhus, @rodrigomartinezfotos, @louiegraphy, @vmiura, @lfleischer, @vasjenkatro, @stevenxuex, @ianteraoka, @easonhsiung, @omidscheybani, @tamon_, @jaywilliamsphotography, @holephoto, @bigheadtaco, @mamacaxx, @aconica, @joshuakissi
This is what captured our minutes this week.
1. It’s not pitch-slappy in the slightest.
There is just no product on this page – thank goodness.
If people wanted to see Apple products, they’d go to the Apple Stores. There they can take selfies, download random games and generally hang around for hours on end.
Apple is smart to segment the experiences the brand delivers. Stores are where people get to handle and see the products. The social media and ads are where people can see what the product does.
In doing this, Apple lets people experience its products how they want to.
The brand is getting the exposure they want without making people feel that they’re being subjected to hard pitch slaps of “on sale now.”
2. What better way to show a product than to show off what it does?
As we hinted at above, all the content on Apple’s page is currently focused on its #shotoniPhone campaign, where user-generated content is curated by Apple and reposted with a quotation that explains the creative at hand.
Overall, this helps lead up to more effective lead generation.
Wrapping up a viewer’s attention in the possibilities a product can give is far more convincing than just literally showing the product itself.
This way, viewers can envision how that product elevates their lifestyles and contributes something more important than just looks. In this case, it’s all about positioning the brand as the go-to place to get tools that can create visually stunning and creative content.
Also, to put it bluntly, it’s just way more interesting. People can Google pictures of iPhones if they want to see what it looks like. Highlighting its strengths, from the likes of true creators no less, inspires people.
3. Being curated by Apple, the content is cool, edgy and unique – perfect for getting those likes and shares.
Talk about big engagement numbers.
Inspiring content, good-looking content for that matter, will get people involved. Whether it’s by word of mouth or by sharing through feeds, Apple will get the reach they want be selecting high-quality content and forgoing the product stock shot route.
Furthermore, Apple’s selective curation process can inspire people to have bigger conversations aside from just the product. Since each image on the brand’s Instagram feed includes commentary from the creators themselves, people can also have conversations about ideas. Art. Photography. Stories.
Overall, these things are far more important than any Apple product. And Apple knows that – that’s why it positions its tools as the key to creating these bigger-topic items.
Really, it’s also just about time Apple (and not Apple music) got on IG. Truthfully, there’s no better brand for the image-sharing social media platform considering Apple’s big focus on aesthetic.
We’ll be exploring this topic further tomorrow, when the next Social Minute drops. Check back on The Tite Report to stay updated.
At the end of the day, people engage with content by lending their minutes. Content is successful when its battery is fully charged with attention.
What will win this week?
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