14 DAY TRIAL // Apple has started using its TikTok account, several months after the company actually created it. And unsurprisingly, the Cupertino-based tech giant turned to this platform in order to promote the iPhone 12, with four new videos now available for its followers.
But what’s more interesting is that Apple itself isn’t the one that created these videos, but TikTok influencers.
So essentially, Apple has embraced the old-fashioned way to reach out to the TikTok audience, turning to the most popular users on the platform for the whole thing.
The four videos come from Zach King, Kevin B Parry, Julian Bass, and Jessica Wang, and it’s actually easy to figure out why Apple just wanted to use TikTok influencers to promote the iPhone 12. Not only this is an easier way to target the TikTok audience but Apple only has less than 400,000 followers on the platform.
For comparison, some of the influencers that Apple turned to in order to promote the iPhone 12 have 50 million followers, and this suggests the company specifically wanted to make itself heard on the Chinese service.
The TikTok saga
Ironically, Apple using TikTok to promote the iPhone 12 comes after a several months saga in the United States, where the service was threatened with a full ban by President Donald Trump. The White House administration forced the sale of TikTok’s American operations to a local company, with Microsoft at one point favorite to take over the Chinese platforms.
However, TikTok ended up partnering with Oracle in an attempt to avoid the ban in the United States, as Microsoft said the negotiations with the Chinese owner of the company failed to reach any conclusion.
At this point, TikTok continues to be available in the United States and elsewhere.