The world is chaotic; sometimes, it is hard to hear my thoughts. If you’re like me, music you plug in and float away. The chaos becomes muted, and sometimes our bodies start to move. Over time, different applications became available on our app store, sparking interest through social media accounts. The “talk of the town” is always about something new.
Apple launched the application of Apple Music in 2015 in over 100 countries. It is a music streaming service. To excite people over a new platform, they jumped on social media and diversified Apple’s marketing. The advertisements we saw depicted plugging in your earphones and escaping well, completing your everyday activities. Over time their social media following grew immensely. Currently, Facebook has 3.8 million followers, Instagram has 3.9 followers, and Twitter has 9.6 million. I conducted an audit over the span of a week monitoring each of these accounts. Don’t be fooled by their following, they lack interaction with their audience. The user engagement is reasonably low compared to how many are actively following. Shocked? Yea, I was too.
Here are five reasons that one can conclude that Apple Music just doesn’t care, taking their user engagement for granted…
1. Lack Creativity
Apple Music’s content on social media is very dull over time. When viewing all of the content at once, it becomes noticeable that it is boring. On Facebook and Instagram, the same visual is posted with nearly the same caption. Where is the spark, huh Apple Music? As for their tweets, they contain few hashtags, artist quotes, and a mention of the artists. When continually seeing this type of content, it becomes less effective. Spice it up with quotes and music challenges for the users to engage.
2. Non-Responsive
The opportunity for users to comment on their posts are available. They even offer a chance to direct message the brand on Facebook. Yet, it is as if the opinion does not matter. The comments become “invisible” in their eyes, and it does not matter if they are positive, neutral, or negative. Apple Music stays unresponsive. According to Hootsuite, “it is better to be a dinner party – not a soap box”, in other words it’s better to engage with the audience than not. Interactions can be split into reactive engagement and proactive engagement. Reactive is the response to direct messages and to the comments, as for proactive is when you make the first move to build a relationship with followers. Apple does not use either method to spark conversation. Even on the direct messaging on Facebook, the response rate was 0%. They never got my message when I tested it. Can you believe it? Why have a message option?
3. Minimal Presence on Instagram and Facebook
Do not even bother to follow Apple Music on either of these platforms. They post sporadically, be aware that their voice will go silent for weeks at times. SproutSocial even agrees staying active on social media is key to build a brands presence. The inactivity of Apple Music on these platforms look bad for the brand. When they do posts it becomes the same format as the content prior.
YAWN FEST.
It is easy to just get on a social scheduling if time and manpower is the problem. They also can repurpose content to an extent figuring out a new angle to something previously posted. But Apple Music need to show up on these platforms with fresh content.
4. Repetitive Post
Stop repeating yourself; if you do not have new content, do not post anything. As a user, we were to view everything the same and continue to scroll by it. We ignore the presents at all subconsciously knowing that the story has already been told. The process beings to feel like a princess movie where the ending is always going to be a happy one. After we get older, that story weakens, and so does our interest.
5. Participatory Design
The design of the platform was built for public involvement. When observing the way Apple Music presents its voice, it becomes evident that Apple Music needs the people. Take away the users; the platform falls. It is a domino effect; they take the following for granted because their users do more marketing then themselves.
If you are following an account on any social media platform do you feel ignored? Bored with their content? It is a possibility that the brand is taking the following for granted and hope to build their brand by the user themselves. What is your experience with brands, do we love their social media or hate it? Drop a comment below!! I’d love to gain some of your insight.
Helpful Hint: Apple Music you may have a greater reach if you actually tried.
The Gabber 
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