While Apple is great at promoting its products and style, it hasn’t really done much with social media. However, that changed this week when the company launched a new Twitter account, based around Apple Support.

The account, which launched just a few hours ago, is an effort to “provide tips, tricks and helpful information when you need it most.” It will obviously focus on helping new users become accustomed to their Apple devices, along with veterans who are running into technical difficulties. The account has already been giving Apple users tricks for hidden features.

So far, the account has gotten a great deal of attention from social media users, attracting over 65,000 followers and has provided quick responses to inquiries across a number of areas.

While most of Apple’s responses will be on the direct messaging front, something brands have been slowly utilizing since its introduction to the service last year, a stronger social media presence is still a smart move. It creates a new way to reach customer service without waiting on the phone call or having to visit an Apple store, although both of these remain perfectly good options.

Apple has dabbled with Twitter before, but mainly as a promotional tool, with accounts made to highlight iTunes and Apple Music features. With Apple Support, it seems to be turning a corner when it comes to interactivity, and keeping consumers happy with its products.