Apple is now using TikTok

26th November, 2020 at 10:21 pm by Flynn

Apple is now using TikTok, more than six months after creating an official account on the short-form video platform. However, their official account still remains dormant. Instead of posting to their own account, Apple has apparently commissioned promotional videos from existing TikTok influencers.

From 9to5Mac:

Today some users have noticed that there’s a new verified profile of Apple on TikTok, which may indicate that the company has plans to share some content there.

The account (@apple) is relatively new and it has only 1312 followers by the time of writing this article. There’s no biography, videos, or anything other than the verification badge, which legitimates that it’s an official account.

This information has since changed. First off, Apple now has 376k followers on their own account, plus a similar number of likes. Not only that, but Apple has commissioned four videos in the last week, each promoting the small and portable size of the iPhone 12 mini. All of the videos use camera tricks to make large objects shrink, with the final trick being to shrink the iPhone 12 Pro down to the iPhone 12 mini. The four videos have been uploaded by Zach King, Kevin B Parry, Julian Bass, and Jessica Wang. Their follower counts range from just over 800k to just over 50 million.

Apple’s foray into TikTok promotions displays that Apple believes the app has potential to reach new customers. This comes despite recent attempts to ban TikTok by the outgoing Trump administration.