Hence, I was immensely excited when I stumbled upon this article about the brand activating their Twitter account ahead of the Sept 7th event. If I was to go by the “Don’t Blink” video released right before the event yesterday, I was sure their Twitter live stream was going to be just as exciting.
The video had already generated 1.5M views on YouTube and over 71K mentions on Twitter by the end of September 7.
But Apple decided to only use Promoted Tweets, which were not visible to their general audience. Last Friday, they posted a Promoted-only Tweet inviting users to tune in for next week’s special event.The tweet triggered an automatic tweet reply to anyone who retweeted it.
We can only guess, but it is possible that Apple used only Promoted Tweets to do two things: maintain the exclusivity, which the brand is already known for, and prevent its rivals from hijacking the event.
Nonetheless, the audience growth for Apple on Twitter in the five days leading up to #AppleEvent has been absolutely meteoric: a growth of 376K (up +287%) between Sept 2, 2016 and Sept 7, 2016. As I write this post this morning, the number of followers for Apple on Twitter has already jumped to 523K (+16K since last night).
The excitement among Apple’s fans is also echoed in the Tweet they sent out on Sept 2, which drove over 160K in engagement.
Here at Simply Measured, we tracked the event’s official hashtag #AppleEvent to find out what drove the most conversations on Twitter for the event.
As expected, iPhone 7 drove the most conversations for Apple (approximately 29%) at the event. The most talked about aspects of the phone were the two new black colors: the matte black model, and the shiny new “Jet Black” variant, along with the two 12-megapixel cameras on the back for iPhone 7 Plus. Absence of the headphone jack was another aspect of the iPhone 7 which generated a huge amount of conversation at the event.
Why are they so focused on the phone being Black? All phones matter! #AppleEvent
2. Airpods or the Wireless headphones were the second-most talked about topic at #AppleEvent. Many were skeptical about the starting price of the airpods ($159), charging the headphones while listening to music, and the little airpods getting misplaced easily.
When is Apple going to announce their new App: "Find My AirPods which got lost somewhere"? #appleEvent
3. Super Mario was able to beat Pokemon when it came to conversations at the Apple Event. Apple has collaborated with Nintendo to bring Super Mario to iOS in a new game called “Super Mario Run,” which will release this December, just in time for the holidays.
4. Apple Watch was also talked about at the event, mainly in the context of its water resistant capability. The watch was also discussed with regards to Apple releasing PokemonGo’s app on the watch. PokemonGo has been the most popular game in the US in the last few months this year.
What was your favourite part of the Apple event yesterday? And what do you think of Apple’s strategy to only use Promoted Tweets for their social media outreach? Leave us a comment or let us know on Twitter.
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