Apple is one of the biggest tech companies. Their products stand out from what is currently available on the market. Let’s explore their social media strategy and determine if it is a successful one.
Interesting Data
As of August 26, 2024, Apple has the following social media presence:
- X (formerly Twitter): 9.7 million followers
- Instagram: 33.3 million followers
- TikTok: 4,5 million followers
- LinkedIn: 18 million followers
- YouTube: 19.2 million subscribers
A few key observations are apparent right away. First, Apple is not active on every social media platform. Second, the number of followers/subscribers on their active accounts is significant. Another noteworthy point is that Apple’s accounts follow very few, if any, other accounts. Lastly, Apple also manages sub-accounts, such as @AppleTV on X, but more on that later.
X
Let’s start with X because this medium is definitely the most interesting one. Apple on X is not posting ANYTHING and yet they got 9.7 mln followers. No post, no replays, no activity at all!
But, this article would be boring if we just end up on that information. Apple has way more to offer. On X they actually have multiple accounts, like @AppleTV, @AppleNews… and the most important one @AppleSupport with 1.6M Followers.
Their most popular content is showing new functions and products.
They are also very engaging and they try to help users, answer for their problems.
When a consumer reaches out to Apple Support with a question or issue, they receive the same level of care and attention as they would in an Apple Store. Apple achieves this without coming across as condescending or overly grandiose. They strike a careful balance between maintaining a sense of exclusivity by limiting their follow-backs and posts while still being highly responsive and engaged with their audience.
1,202 posts 33.4M followers 8 following
On instagram Apple is posting pictures made by regular users that used their phones. Pictures their pick are really stunning, and they are real proof of apple’s device quality.
Tik Tok
Apple has over 4.5 million followers on their main account, despite having only four videos available. It’s truly remarkable. The videos are created by regular users and showcase features like the new 15x digital zoom or how the Apple camera can ‘read’ tags and tell you how to wash your clothes.
Apple also has other accounts like @applemusic and @appletv. On Apple TV, they typically post short clips of movies or series available on the platform, while on Apple Music, they share clips from interviews with music stars or create more humorous content, such as this one with snippets of artist Post Malone.
Apple is not very active on their LinkedIn profile, but they still have 18 million followers. They primarily use this platform for job advertisements, meaning they use it in a strictly professional manner. They have added a direct link to their careers page, where people can learn about their values, career opportunities, and much more.
YouTube
On YouTube, Apple has 19.2 million subscribers and 183 videos. They mostly post news about product launches and tutorials. Their videos usually don’t last longer than 5 minutes, with a few exceptions, such as ‘Study With Me feat. Storm Reid x Apple,’ where Stormi was studying for more than half an hour using Apple devices.
Apple’s social media strategy
Apple’s social media strategy is as innovative and distinctive as its products, designed to build and maintain its brand’s exclusivity while effectively engaging with its vast audience. One of the most fascinating aspects of Apple’s approach is its deliberate minimalism and the selective nature of its social media presence. Apple rarely posts on some platforms, such as X, yet they command millions of followers. This strategy underscores the brand’s cult-like status, where even the absence of content creates intrigue and anticipation.
On platforms like Instagram, Apple’s “Shot on iPhone” campaign is a brilliant move that turns users into brand ambassadors, showcasing the quality of its products through stunning images captured by everyday consumers. This not only builds community but also reinforces the premium image of Apple devices. On TikTok, Apple’s strategic use of user-generated content highlights its ability to stay relevant and connect with younger audiences through short, engaging clips that demonstrate product features in real-life scenarios.
Apple’s selective activity on platforms like LinkedIn and YouTube further exemplifies its focused approach. On LinkedIn, the company emphasizes professionalism, using the platform primarily for recruitment and showcasing its corporate values. Meanwhile, on YouTube, Apple leverages short, visually compelling videos to inform and educate its audience about new products and features, maintaining its reputation for simplicity and elegance.
Apple’s social media strategy is a masterclass in brand management. By choosing quality over quantity, and by leveraging user-generated content, Apple continues to foster an air of exclusivity and innovation that aligns perfectly with its brand identity.
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