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Apple is on TikTok, but will they smash it?
It would seem that everyone has either downloaded or at least thought about downloading TikTok in the last month. With 800 million+ pairs of eyes on the app, it has meant that more and more household brands have navigated to the app in hopes of gaining some traction on the platform.
Apple, arguably the world’s most valuable and popular brand, has also just debuted their verified TikTok account but have yet to entertain us with their first post. As exciting as this might be, they have a real challenge in front of them. Arriving on the TikTok scene, a safe, creative place for Gen Z, as a big corporate brand, comes with a lot of pressure as TikTok doesn’t function the same way as other social media platforms.
Whilst the brands off-platform reputation might enable them on other social apps, it doesn’t guarantee its success on TikTok where content is king. We’ve seen plenty of brands fall flat on their face and reputations shattered for disregarding this very fact. With this in mind, and experience running 200+ campaigns on TikTok placed safely in our back pocket, we took it into our own hands to pen down some ideas for Apple’s content strategy.
To find out what we think their content strategy should look like, keep on reading.
1. They should play on their references in popular culture
If there’s one thing we know about TikTok, it’s that its popularity is heavily rooted in its ability to create content that effortlessly taps into popular culture. TikTok is responsible for birthing the memes that we see trending across the pond on Twitter, Facebook and Instagram!
If there’s one thing we also know about Apple, is that its products have consistently been used in popular memes and have sparked millions of conversations speaking about them on TikTok.
We’ve seen users incorporate Apple products into their videos in all sorts of ways on their own accord. From painting their airpod cases, revealing airpod hacks, to pranking their friends and families with a new iPhone at Christmas and comedy skits on ‘what your iPhone says about you’.
Merge these two things together and you get super engaging and relevant content that transcends the platform! This will also help Apple become a part of the conversation on the platform as they’re able to show that they understand Gen Z’s likes and dislikes and can speak to their language.
2. They need to inspire users to ‘interact’ with them
One thing we see time and time again is brands repurposing their content and distributing it on TikTok. This won’t cut it for several reasons. 1. What works on one platform doesn’t mean it’s going to work on the other and 2. TikTok flags low-quality content which repurposed content tends to be.
So, whilst this might work for generating impressions, they’re not going to achieve the real success and power on the platform, that is the engagement. In order to effectively engage users, especially on a platform like TikTok, a brand needs to encourage users to actively interact with their brand and content in unique ways.
One great way for Apple to do this is by creating what we like to call ‘reactionary content’ and getting users to ‘react’ to their content. For example, content ideas such as ‘reacting to iconic Apple advertisements’ or ‘reacting to the new iPhone’ could work well.
Leveraging this same content idea, another great way to get users to interact with them would be through ‘recreating iconic Apple adverts’. This gives users the ability to be creative and innovative, which is the pinnacle of TikTok.
3. Create ‘behind the scenes’ style content
As a company, Apple does a very good job at coming across as a professional and polished tech brand. But none of this matters on TikTok. TikTok users want to see a side of the brand they rarely get to see. The authentic, raw, and real side.
This is where ‘behind the scenes’ style content comes into play. Instead of intrusive ad posting, BTS content allows users to meet face to face with a brands personality, alternatively to an online persona designed exclusively to sell.
This is why The Washington Post does so well on TikTok and why their engagement is so high. A large majority of their content is filmed by their own employees in their office at their desks filming typical day-to-day activities.
We think Apple could learn a lot from this approach and give the users on the platform what they want. This a platform where they don’t need to worry about coming across clean, polished or perfect. It’s the imperfections, quirkiness, and humour that makes a brand seem more real and easier to connect with.
We would suggest that Apple keep an eye out on viral trends and hashtags on the platform and get their employees to take part in them. This way users can connect with a human face instead of a brand name. It is also worth noting that content becomes more engaging over time if they begin to notice familiar faces on the account, so creating a team of content creators who are responsible for putting out content is a good way to go.
How about them apples?
Well, there you have it – a few things that we think Apple should be doing as they take their first dip in the TikTok pool. If they are able to distinguish TikTok from its other social media counterparts then their foray should be fruitful. We’re excited to see what their next steps will be.
Who do you think will be next to join TikTok?