Why Apple's NEW social strategy is unhinged

@coldestjoel

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SoundTikTok sound · original sound - coldestjoel

Why it worked

The video leverages a high-interest, trending topic about a major global brand's unexpected behavior, providing a clear, analytical breakdown that appeals to marketing professionals and tech enthusiasts.

Summary

The creator analyzes Apple's recent shift in social media strategy on TikTok, noting their use of Gen Z-focused, unhinged content to market the new MacBook Neo. He explains that this approach targets a younger demographic by prioritizing humor and engagement over technical specifications.

Structure

1Introduction to Apple's new TikTok strategy
2Examples of the unhinged content style
3Explanation of the target audience and product
4Analysis of the deliberate engagement strategy
5Comparison between TikTok and Instagram approaches
6Closing thoughts and call to follow

Call to action

Follow along for more creative insight

On-screen text

Why Apple's NEW social strategy is unhinged Has Apple's TikTok account been hacked? $599

Original caption

Apple’s new unhinged marketing for the MacBook Neo is VERY strategic. Thoughts? 📲#marketing #brandstrategy #socialmediamarketing

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Transcript

Why Apple's NEW social strategy is unhinged. Has Apple's TikTok account been hacked? That's the reaction to their brand new viral social strategy on TikTok with Gen Z brainrot content reminiscent of Duolingo, Nutter Butter, videos of a lemon on facetime to a lime, turning the Finder icon into a mini social mascot. It's unhinged but very intentional. Apple just launched their $600 MacBook Neo, targeting Gen Z and Gen Alpha on entry level budgets. Apple realised this audience doesn't care about tech specs like the Pro users. Instead, Apple are marketing like a fashion brand, showing up with humour. The cheapest product gets the cheapest visuals. Notice how they deliberately left the comment section open, which they never do on TikTok. They want you to lean into the chaos. It's a two way channel. Notice how this is just happening on TikTok? Instagram stays polished. It's a perfect example of a legacy brand understanding how and when to experiment on social and who the content is for. But the question is, how long does this unhinged campaign last for Apple, a brand built on simplicity and sophistication? Had you noticed this content? Follow along for more creative insight and my life as The Coldest Creative.