Jakarta - Apple is strengthening its communication strategy on social media by launching a new Instagram account called @helloapple Instagram handle. This account is designed as a new space for Apple to showcase creator stories, internal company activities, to product usage inspiration.
The move marks Apple's latest attempt to overhaul its communication approach on digital platforms. Through the @helloapple account, the company will share various content that was previously spread across many different channels, so users can access information and stories from the Apple ecosystem in one place.
In the account, Apple plans to feature the stories of creators from various countries who use Apple products in their work. The content will show how Apple devices help the creative process of users, from filmmakers, designers, to digital creators.
In addition, the account will also display behind-the-scenes footage of the company's activities, product usage tips, and various creative ideas aimed at inspiring the Apple user community around the world.
This approach resembles a social media version of the inspirational video that Apple usually shows before their big product launch events.
The launch of the @helloapple account also coincides with Apple's latest digital marketing campaign for the new MacBook devices. In the campaign, Apple even deleted all their old videos on the TikTok account and replaced them with new, lighter and more creative content.
Several of the new videos feature a small animated character called "Little Finder Guy", a funny character inspired by the Finder icon in macOS. The short clips quickly went viral and managed to collect more than 100 million views just a few days after being published.
This phenomenon shows an interesting change in the way Apple communicates with its global audience. For years the company has been known to have a very controlled and formal marketing approach. However, in recent years, Apple has begun to adopt a more relaxed, visual, and social media-friendly style of communication.
In the modern world of technology, companies don't just compete through product specifications, but also through the stories they build on the internet. Through this new account, Apple seems to want to ensure that the story remains in their own hands - not just formed by fans or rumors out there.
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