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Apple has been in possession of the @apple Instagram handle for a long time, but the brand has only just begun to use it in order to promote the famous ‘Shot on iPhone‘ campaign.

The ‘Shot on iPhone’ campaign has used billboards, posters, and short television ads to demonstrate the photographic abilities of iPhone cameras. In its Instagram execution, each post by Apple will tag #ShotoniPhone as well as the Instagram handle of the photographer.

Instagram will be a great addition to this visually-focused campaign. Plus, while the past iterations of the campaign have attributed photos to their photographers, the use of Instagram will allow Apple to display more work attributed to more fans. Getting consumers directly involved in your brand gives them ownership and a sense of community that encourages loyalty and generates excitement about your daily social posts.