Apple started using its TikTok account, several months after the company actually created it. And unsurprisingly, the Cupertino-based tech giant turned to this platform to promote the iPhone 12, with four new videos now available to its subscribers.
But the best part is that Apple is not the author of these videos, but the influencers of TikTok.
So basically Apple has taken the old-fashioned way of reaching TikTok audiences, turning to the platform’s most popular users for the entire project.
All four videos are from Zach King, Kevin B Parry, Julian Bass, and Jessica Wang, and it’s actually easy to see why Apple just wanted to use TikTok influencers to promote the iPhone 12. Not only is it an easier way to target TikTok’s audience, but Apple only has 400,000 subscribers on the platform.
For comparison, some of the influencers Apple reached out to promote the iPhone 12 have 50 million followers, which suggests the company specifically wanted to be heard on the Chinese service.
The TikTok saga
Ironically, Apple’s use of TikTok to promote the iPhone 12 comes after a months-long saga in the United States, where the service has been threatened with a total ban by President Donald Trump. The White House administration forced the sale of TikTok’s US operations to a local company, with Microsoft at one point the frontrunner to take over Chinese platforms.
However, TikTok ended up partnering with Oracle in an attempt to avoid the ban in the United States, as Microsoft said negotiations with the Chinese owner of the company did not reach any conclusions.
Right now, TikTok is still available in the US and elsewhere.