'Study with me' videos serve as a form of body doubling. Working alongside someone, even when the other person is a prerecorded video, can help people stay on track, shut out distractions and keep going for a set amount of time. The genre has expanded beyond homework to chores like cleaning, cooking and paperwork, with viewers logging on to find motivation to complete their own tasks.
By tapping into the trend, Apple is presenting the latest version of its 15-inch MacBook Air in a true-to-life setting while also providing a helpful productivity hack. Apple's back-to-school pricing promotions may have ended earlier this month, but the video's timing neatly aligns with high school and college students facing midterms and needing to buckle down and get back to work. Which (subtle) motivational tool could your brand offer students or other audiences?
