On August 7, Apple revealed an official Instagram account complete with nine posts. Featuring photos and videos taken by iPhone users across the globe, the campaign is a social extension of the company’s ‘Shot on iPhone’ campaign that launched in 2015 and has since appeared on billboards, television and in print.
The Instagram campaign features photo slideshows and videos taken by iPhone cameras that are overlaid with music and audio interviews with the photographers being featured. Each post also includes the photographer’s Instagram handle along with a personal quote from them.
Apple is encouraging Instagram users to use the hashtag ‘#ShotoniPhone’ to participate in the campaign.
Considering the carefully orchestrated nature of the company’s first posts, it’s unlikely that Apple will use Facebook-owned Instagram in the sort of impromptu, day-to-day fashion that many other brands do. Still, it’s a big step for a company whose Twitter and Facebook pages both remain blank — and could potentially help it garner even more fans since Instagram currently boasts more than 700 million users.