Apple Communications Techniques
Overall communications technique was brand-building Apple’s new iPhone 13 Pro and how to use their new cinematic mode. Here is the original video link: https://vm.tiktok.com/TTPdrmjvaN/
Target audience: students, content creators, Generation Z
The piece resonates with the audience in my opinion because everyone on TikTok is a storyteller. Apple is showing their audience how simple they’re making it for everyone to create a cinematic video. You no longer need crazy expensive cameras and equipment when Apple’s cameras have three rear cameras, with ultra wide, 12-megapixel wide, and telephoto lenses.
• Message is effective and clear. The narrator walks you through how to access Cinematic mode and other tips she uses while filming, such as auto focus and f stop to create a blurry backdrop.
• Video is crisp and clear and I thoroughly enjoyed how they switched from the iPhone view to the creators view. You can clearly see how much better than video quality is on the iPhone and how vibrant the colors are within cinematic mode.
The ad clearly shows you how you can record videos for all purposes with a shallow depth of field and include exquisite focus transitions for a cinema-grade feel and look. I believe TikTok was the perfect place to advertise this video considering how many young filmmakers are present on the platform.
• It flowed nicely and was an interesting creative choice instead of showing the whole video outcome at the end.
I like that they utilized a real famous creator (@sophie.aep) on TikTok to help create this multimedia content. These endorsements help build credibility and can positively influence others to buy their products. The hashtag challenge #MakeItCinematic encourages audience engagement. The hashtag has over 21.6 billion views on the platform.
Did the message resonate with me?
The message did resonate with me personally. I bought an iPhone 13 Pro max just for the camera features. Apple claims that the iPhone 13 Pro provides approximately 30% better graphics performance than Android. With social media having such a tremendous impact on our society today, the iPhone 13 Pro allows consumers to create insanely pictorial video and picture content at the touch of their fingers.
What could have been changed?
• The video was too instructional. The voice was a little distracting.
• The video could have easily been shot without excessive commentary. The instructions could have been showcased with pointing and other action shots. The commentary takes away from the overall aesthetic.
The music should have been the main audio the entire video and they could have utilized the text speech tool for any description that needed to be produced.