Yet despite all this free press attention, the tech giant spent what several marketers considered to be a significant amount on Twitter. The last two components were probably free, and the other prices are standard, according to sources. In September of that year, it started tweeting from the main Apple account, timed with the iPhone 7 launch. It only buys ads on Twitter, all of which appear as dark posts because they’re a part of ad buys. Yet still run ads from the account. To dominate Twitter on Sept. 12, Apple paid for a product called “like for reminder” or “heart for reminder” that promotes a tweet to users’ timelines and requests they “like” the post. For Apple, the reminder was the time of its launch event with a link to the livestream. The “like for reminder” ad is custom to build and in beta, according to sources. That means Twitter may only pitch it to clients who spend significantly on the platform or who they see as well-suited. Join us September 12 at 10 a.m. PDT to watch the #AppleEvent live on Twitter.
Dozens of reporters — inside Apple’s Steve Jobs Theater or back at their offices — spent hours on Sept. 12 tweeting about Apple, sharing details about its two new iPhones and Apple Watch.
Yet despite all this free press attention, the tech giant spent what several marketers considered to be a significant amount on Twitter. On Sept. 12, Apple had a promoted trend ($200,000 per day), a custom build for “like for reminder” ($250,000 for several days), promoted tweets in at least 12 languages (CPMs depend on budget, going from $0.50 to $8) and a hashflag and a livestream of the event. The last two components were probably free, and the other prices are standard, according to sources. Prices are based on what Twitter charges individually for the products, according to interviews with six marketers; Apple may have bought them as a bundle.
The decision to spend so much on a platform that isn’t Facebook or Google perhaps isn’t as crazy for a trillion-dollar company. Apple’s spend is an example of its attempt to dominate the conversation during a launch and appeal to the fandom and journalists on Twitter, which has long promoted itself as a platform that leads the conversation, more so than the rest of social media. Apple’s early adopters, including journalists, are perhaps more commonly found on there than on Facebook, where it’s currently not running any ads.
“Apple is garnering a deeper relationship with their most devout fans and haters and gaining insight into all of the data around the launch conversations. I’d love to see the backend of what they got on that campaign buy,” said Tammy Gordon, president of Verified Strategy who previously led social marketing at AARP.
Twitter declined to comment for this story. Apple did not respond to a request for comment.
The secretive company used to be fairly absent on social networks, but that has started to change, if only slightly. In March 2016, it launched an Apple Support account. In September of that…