What Happened: Apple has opened an account on Douyin and gained 236,000 followers in lower than 15 hours, based on 36kr. Apple’s account on the quick video platform might be “passive” and primarily publish quick movies filmed with iPhones from super-fan content material creators. This will enhance digital interplay with Apple prospects whereas showcasing the iPhone’s excellent pictures and filming capabilities. Recently, Apple has elevated its advertising efforts in China to battle off competitors from native gamers like Huawei, Oppo, Vivo, and Xiaomi. There’s little doubt that this technique has paid off contemplating that the American tech large hit a file 23 % market share in China within the fourth quarter of 2021.Apple has used its Douyin account to date to showcase the filming capabilities of its iPhone 13 Pro. Photo: Screenshot, DouyinThe Jing Take: Time and time once more, the worldwide large has capitalized on the recognition of content material creators and quick movies to harness the ability of participation and introduce calls to motion. In 2020, it invited the model’s social media followers to affix the #makeitmini problem and add quick movies on TikTok, the place they shrink larger objects into their mini varieties. And final spring, Apple launched a new model of iMovie that includes Storyboards and Magic Movie, which exhibits the model’s dedication to content material creators.This technique ensures larger viewers engagement and builds a constructive model expertise. Apple has now utilized the identical technique in China — the place the recognition of short-form movies has gone via the roof. A report from the China Internet Audiovisual Content and Service Association confirmed that the quick video sector grew 58 % year-on-year to succeed in a valuation of $31.7 billion (RMB205 billion) in 2020. Furthermore, 95 % of all folks on-line in China (944 million folks) have used on-line audiovisual providers as of December 2020. A distinct report highlights that China’s quick video market is forecasted to succeed in US$134.30 billion in 2025, rising at a CAGR of 33.46 % for the interval spanning 2021-2025.Here, Apple has understood that it wants a video advertising technique to interact Chinese shoppers and rework them from passive onlookers to lively members. Accordingly, it turned to a native web site that’s well-known for content material creation, and the place quirky and really human movies assist manufacturers overcome a number of obstacles related to product placement. This ought to assist Apple convey its merchandise to the top client in a delicate manner. Despite ongoing endeavors, Apple nonetheless lags behind when it comes to followers when in comparison with Chinese smartphone manufacturers, so let’s see if it might rival them via this method.The Jing Take stories on a piece of the main information and presents our editorial staff’s evaluation of the important thing implications for the luxurious business. In the recurring column, we analyze all the things from product drops and mergers to heated debate sprouting on Chinese social media.
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