This past week, Apple has conducted a master class in how to take over Twitter—and they did it without a single organic tweet.
If you visit @Apple on Twitter, you’ll notice that despite over 2.2 million followers, the company has not tweeted even once.
And yet during the #AppleEvent, when the company unveiled their new line of products, including the iPhone XS and Apple Watch 4, not only were people’s timelines packed with updates from journalists and thought leaders dishing and delving into the devices, but the company spent what some call “a significant amount” on ads.
Why would a company that doesn’t deign to tweet from its own account spend hundreds of thousands of dollars on paid posts?
Well, they’re trillion-dollar Apple—they can do whatever they want. But there’s more to it than that.
Here’s how Apple dominated Twitter for the #AppleEvent
Digiday had a rundown of the prices Apple likely paid for all their advertising on Sept. 12, including:
- A promoted trend: $200,000/day
- A custom “like for reminder” build: $250,000 for several days
- Promoted tweets in 12+ languages (ranging from $0.50 to $8)
- A “hashflag” (custom Twitter emoji) and a livestream of the event (likely free)
And indeed, no matter where you went on Twitter on Sept. 12, you couldn’t avoid the #AppleEvent hashtag and hashflag. The feed was flooded with tweets about what Apple was unveiling, which was the product of both Apple’s paid efforts and tweets from writers and journalists (more on that in a second).
Apple wasn’t running any ads on Facebook. Why is that? Isn’t Facebook the biggest social media platform, with the most reach? How could Apple avoid it on Apple Event day?
Twitter is where conversations start
Perhaps the biggest draw of Twitter is that it’s built to get conversations started. Journalists, early adopters, and other people who make a living covering and have a passion for Apple products know that Twitter is better for breaking news than Facebook, Instagram, Snapchat, or any other major platform.
Apple recognizes this. By meeting users on Twitter—supplying them with a livestream (that’s where this writer watched the event), creating a rare “like for reminder” tweet that helped users remember when the event would take place, and tweeting in languages used all around the world—Apple was actively encouraging and helping those users to have more informed and productive conversations about their products.
For whatever reason, tweeting doesn’t fit Apple’s brand. Tweets from other people do, however. So by pouring money into the platform at the right moment, Apple found a way to boost those tweets, to make them more visible and engaging. Again, that’s without sending a single tweet from their own account.
While Apple has plenty of money, they’re not in the business of wasting it. This was a showcase in how to pick your spots on social media and use each platform—even platforms you don’t engage in yourself—to maximize value.
Images via Apple
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