A free giant billboard

Think of the best brands on social media. List out why you like them.

• witty feed
• valuable content
• topical commentary
• empathetic responses
• Because they’ve asked you to DM :P

Chances are- you have listed one or more of these reasons.

What are the odds of you succeeding with none of these? ZERO.

Unless you’re Apple.

A breakdown of Apple’s twitter presence.

• @apple has 4.2 million followers
• 0 tweets
• Follows 0 people.

The only interaction they have is through promoted tweets.

Why do you think Apple does that?

• Maybe they think maintaining a ‘premium’ experience is easier in channels they’re comfortable (stores, website)
• They don’t want to be chatty.
• A firm grip on their communication. Why bother, if you cannot control the narrative?

Most importantly

• Because they’re Apple.

It’s like Apple is looking the ‘other way’ while its competitors are coming up with an ‘engaging’ plan.

Twitter is Apple’s FREE billboard. The ads change only when there’s a new launch. 4.5mn+ religiously wait for the ads to change.