My husband and I have recently been watching a lot of Hulu. We don’t have cable, so relay heavily on Netflix and Hulu for our streaming movie and TV show needs (during the rare times we have time for them). Recently, when we have sat down for a TV break from school and work, we have been watching This Is Us. I have been watching the show from the day it aired on NBC, but I have been making Alex catch up to watch the new episodes with me. During these first few days of Thanksgiving break we have finished season 2 and are finally ready to catch up on the new episodes that have aired this semester.
As we have been watching This Is Us and Hulu, we watch the 75 seconds of commercials that come with the version we get with our Spotify subscription. These commercials are repetitive, but seem to change with the 24-hour day periods. In addition to repetitive commercials about other Hulu shows, medications and Old Navy sales, we saw a couple different commercials for Apple. These commercials even caught the attention of my husband, who is not an apple user, and slightly disappointed him when he realized what products were being promoted.
After being impressed by these videos, which I guess are still too new to found online, I went to their social media, specifically Instagram since it is the platform I use the most. I guess I have never really paid attention to Apple’s Instagram, because I was surprised by what I found. I did not find small campaigns, advertisements or product images anywhere. Apple’s Instagram is an entire campaign in itself — #ShotoniPhone.
Instagram’s first purposes included being able to share photos better than any other social platform in existence, and Apple has stayed true to that purpose. There are no thought out, brilliant captions or words that make you want to learn more, but there are stunning photographs that pulled me into their page. It was only a matter of seconds before I realized their entire Instagram page was made up of photos that had been shot on an iPhone. Brilliant. Not only does that keep Instagram users more engaged in your page because they can rely on the fact that there are not advertisements, it puts the camera quality of the newest iPhone in the subconscious of the readers mind.
Romain Dillet caught onto this early-on and published an article on TechCrunch about a year ago. He wrote, “This isn’t your average corporate account as the company doesn’t want to showcase its own product ad nauseam. Instead, Apple is going to share photos shot with an iPhone. In many ways, this Instagram account feels like the natural extension of the “Shot on iPhone” billboard ad campaign. Without showing the iPhone, Apple is promoting the iPhone camera as the perfect tool if you want to up your game on Instagram. Every year, there are more than a trillion photos taken on various iPhones. Chances are that there are people in every corner of the world currently using an iPhone to shoot a unique photo or video. So Apple wants to leverage that and showcase the creativity and diversity of iPhone users.”
Since creating their Instagram account in August of 2017 and posting 310 times to its current 10 million follower-count, Apple has maintained the purpose of Instagram and promoted their products in a consistent way that creates a beautiful feed, keeps users interested and does the work on advertisements without needing any advertising at all — not to mention they are inviting user-generated content 24 hours a day 7 days a week 365 days a year. As of today, their hashtag, #ShotoniPhone, has been used in 5,472,568 posts on Instagram and numerous times on Twitter as well.
Good job, Apple.