In the realm of action cameras, one name stands out prominently: GoPro. A brand that has become almost synonymous with adventure and high-octane experiences, GoPro has carved a niche for itself in the hearts of adrenaline junkies and everyday users alike.
But what is it about GoPro that has made it such a dominant force in the market? This article delves into the brand's journey, its content strategies, and the reasons behind its unparalleled success.
GoPro: The brand and product
GoPro is a wearable camera and accessory company that specializes in high-quality athletic photography. The brand, synonymous with adventure, has seen significant growth over the years. From a humble beginning where Nick Woodman, the founder, envisioned a tool to capture "hero" action shots, GoPro has become a technological giant in the action camera industry. By 2021, it held an 89% market share in this sector.
Reasons Every GoPro marketing strategy works well
GoPro's content strategy is a blend of user-generated content, emotional storytelling, high-quality visuals, and innovative marketing. This combination ensures that their content resonates with a wide audience and effectively promotes their brand and products.
1. User-generated Content
One of GoPro's most significant strategies is leveraging UGC. Many GoPro users share their adventures, stunts, and experiences captured using GoPro cameras. This not only provides authentic content but also showcases the camera's capabilities in real-world scenarios.
GoPro initiated the "GoPro Awards" where they incentivized users to submit their best photos, raw clips, and video edits for the chance to win cash rewards. This campaign generated a massive amount of UGC and showcased the camera's capabilities through its users.
2. High-quality visuals
GoPro cameras are known for their ability to capture high-quality, stable, and clear footage, even in challenging conditions. This results in visually stunning content that grabs attention.
If you check out the brand’s Instagram page, you’ll see that it regularly releases reels showcasing the capabilities of its HERO camera line, capturing everything from underwater scenes to aerial shots in stunning clarity.
3. Emotional storytelling
GoPro videos often tell compelling stories, whether it's an adrenaline-pumping adventure, a touching family moment, or a unique perspective on a common activity. This emotional connection resonates with viewers and makes the content memorable.
The “Be a HERO” campaign showcased everyday heroes, from firefighters to teachers, capturing their stories and the impact they make, all filmed on a GoPro.
GoPro collaborates with renowned brands to cover a vast spectrum of activities, from extreme sports to everyday moments. Such partnerships amplify GoPro's reach and reinforce the brand's commitment to adventure and high-octane experiences.
For instance, the brand partnered with Red Bull, a brand synonymous with extreme sports. This partnership resulted in content ranging from skydiving to downhill mountain biking, appealing to a wide range of adventure enthusiasts.
Through contests and awards, GoPro has cultivated a robust community of enthusiasts and professionals. These initiatives motivate users to share their content, bolstering community engagement and producing an abundance of authentic content for the brand.
In the recent challenge, GoPro users were challenged to create the best video content using their newest camera. The contest runs for 100 days and winners will stand a chance to win $100,000.
GoPro also produces content that educates users on how to get the most out of their cameras, which not only helps users but also promotes the versatility and capabilities of their products.
7. Brand consistency
Despite the diverse range of content, there's a consistent brand message about adventure, capturing moments, and sharing experiences. This consistency reinforces brand identity and trust.
GoPro has shown adaptability in its content strategy. As new social media platforms emerge or trends change, GoPro has been quick to adapt and leverage these new avenues. When TikTok launched, GoPro engaged with TikTok influencers and created content tailored to the platform's short-form video format.
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GoPro's meteoric rise in the action camera industry is no accident. It's a result of a well-thought-out content strategy, consistent brand messaging, and an unwavering commitment to its community. From leveraging user-generated content to forming strategic partnerships, GoPro has showcased how a brand can resonate with its audience on multiple levels.
As we've seen, it's not just about the product; it's about the stories, the experiences, and the emotions that the product can evoke. As the world of content and social media continues to evolve, one can only anticipate the innovative ways GoPro will continue to engage and inspire its global community.