Just over a week ago, the team at Apple decided to join the rest of us in creating an Instagram account. However, unlike the rest of us, the tech giant has managed to amass over 600,000 users in the short timespan it has been active on the photo-sharing platform – a number that will only continue to grow.
Turning User-Generated Content into a Marketing Goldmine
Upon entering the verified page, you see some exquisite photography and videography displayed. At a closer glance, you soon discover that all content displayed is completely user-generated. Their bio simply states “Welcome to @apple. Tag #ShotoniPhone to take part.” – a hashtag that has already gathered over a million tags.
It is a win-win for both users and for Apple: it draws attention to the content produced by users whilst also promoting the use and quality of the iPhone itself. In a world where we thrive on social media recognition, any brand that gives its customers a voice is celebrated, egging users on to spread the business’s hashtag in the hope to be featured on their profile. Furthermore, this kind of social media strategy also demonstrates the brand’s genuine investment in its customers, giving it a huge tick of approval – especially given that the latest Instagram statistics indicate user-generated content has a 4.5% higher conversion rate than other posts.
Simply put, Apple’s newest Instagram page is a really clever way for the company to endorse its products without explicitly labelling it as that, all while paying homage to those who use said products.
On this note, the company has decided against turning comments off, which allows users to commend the iPhone photographers at hand. The comments section is also being used as a way for customers to voice their thoughts or concerns over Apple products, iPhone updates, and ask for particular features to be included in the next instalment, thereby turning the platform into a savvy collection of customer feedback.
So, Why Now?
The introduction of the new Instagram page is interesting timing, given that Apple is about to launch its next iPhone, but the move is one that has been long awaited. The tech giant has already maintained various accounts on Instagram, with verified accounts including Apple Music, iTunes, iBooks, Beats 1, Carpool Karaoke and Planet of the Apps.
However, this new account is the first to actually highlight the content that an iPhone can produce; a huge driving factor of the company’s marketing technique. They’ve used the hashtag #ShotoniPhone on billboards across the world, which allows for a link to be created from campaign to customers that aligns with the brand they’ve created.
As for the users they are featuring? Well, they range from professional photographers and creatives to everyday iPhone lovers capturing visually appealing moments in their everyday life. With over 700 million users on the platform itself, it will be interesting to see what is generated and shared by the Apple Instagram page.