Apple’s lack of consistent social media content actually tells us quite a bit. Less is more, value trumps everything, centralised control matters, and thought leadership dominates – just to name a few key points.
1. LESS IS MORE
It’s extremely simple but a major takeaway from Apple’s presence: less is more. Publish less from your official account, and people will view your content as exclusive and mysterious.
Most brands can’t get away with doing nothing on social media but updating their cover photo. However, we can take the less is more concept to heart with our content.
Take a minute to re-evaluate what you’re publishing and how often. Do you really need to post that update or tweet? Who are you posting for and why?
Apple’s social media strategy can teach us to focus on quality over quantity, for one thing.
2. HIERARCHY AND CONTROL MATTER
Apple clearly isn’t comfortable hiring someone to manage their Facebook comments and replies – or even post curated content for that matter.
Instead, there’s a clear centralised control over everything official Apple accounts publish on social media.
Make sure you have a set of brand guidelines for social media, first of all. Lay out your social media voice across each platform, image filters, colours, and logo watermarks.
With strict guidelines, your content will always look and sound consistent and on-brand no matter who’s publishing it.
3. SOCIAL MEDIA ISN’T EVERYTHING
Most of us can’t take the hands-off approach to social media that Apple does, but we can use Apple’s social media strategy as a reality check.
Social media certainly isn’t everything. Instead, look for other ways to connect with your customers in-person, at events, offering free samples, and meeting your audience where they’re at.
4. THOUGHT LEADERSHIP DOMINATES
Apple might not be active on most social media apps, but CEO Tim Cook sure is – and he’s full of spicy hot takes. Most recently, Tim Cook took a jab at Facebook while promoting the iOS 14’s new privacy features:
This shows us how important thought leadership is to branding. Anyone who runs a Facebook page will tell you that their personal Facebook account gets way more engagement than their branded page.
The fact is, people use social media to connect with other humans so thought leadership is key to forming these connections.
5. VALUE ALWAYS TRUMPS FEATURES
Apple does not care about promoting new features. Even as they dominate the world’s operating systems and handheld devices, Apple remains focused on the value you get from their products.
Take their Instagram presence for example. They’re not just pumping out content about how awesome Apple products are. No, they show us how people like us use Apple products.
Even the commissioned pieces are from artists and designers demonstrating new ideas for using Apple products to their full potential. We could all stand to take this message to heart.
6. PRODUCT PLACEMENT IS KEY
Watch a major film and it’s almost guaranteed you’ll see an Apple iPhone, MacBook, or some other device. Product placement is a major staple of Apple’s general promotional strategy.
Some have even pointed out that Apple won’t let “bad guys” use their devices either.
Most of us might not be able to afford product placements on the level of Apple, but we can get our hands into certain niche influencers and others who can help promote it to the right audiences.
7. CUSTOMERS ARE THE HEART OF ANY SOCIAL MEDIA STRATEGY
Finally, Apple’s Instagram shows us that it’s all about the customers – not Apple.
Each post and story is a piece of user-generated or commissioned content. You won’t find a single piece of content Apple created themselves.
Remember why you’re using social media in the first place. Hopefully, you use social media to connect with your customers.
Focus less on self-promotion and more on using your brand’s social media platform as a tool for bringing your audience together. Develop new user-generated content strategies, contests, and storytelling prompts to get the conversations flowing.
COULD YOUR BRAND SURVIVE ON APPLE’S SOCIAL MEDIA STRATEGY?
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