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Apple continues to capitalize on the recognition of brief video platforms like Douyin to drive engagement and join with followers.
What Occurred: 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 brief video platform shall be “passive” and primarily publish brief movies filmed with iPhones from super-fan content material creators. This can enhance digital interplay with Apple prospects whereas showcasing the iPhone’s very good pictures and filming capabilities. Lately, Apple has elevated its advertising and marketing efforts in China to combat 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 document 23 p.c market share in China in the fourth quarter of 2021.
The Jing Take: Time and time once more, the worldwide large has capitalized on the recognition of content material creators and brief movies to harness the facility of participation and introduce calls to motion. In 2020, it invited the model’s social media followers to affix the #makeitmini problem and add brief movies on TikTok, the place they shrink larger objects into their mini varieties. And final spring, Apple launched a brand new model of iMovie that includes Storyboards and Magic Film, 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 by means of the roof.
A report from the China Web Audiovisual Content material and Service Affiliation confirmed that the brief video sector grew 58 p.c year-on-year to succeed in a valuation of $31.7 billion (RMB205 billion) in 2020. Moreover, 95 p.c of all folks on-line in China (944 million folks) have used on-line audiovisual providers as of December 2020. A unique report highlights that China’s brief video market is forecasted to succeed in US$134.30 billion in 2025, rising at a CAGR of 33.46 p.c for the interval spanning 2021-2025. Proceed to learn the total article right here
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