GoPro and Marketing on Social Media
What Is GoPro and where did they come from?
GoPro is a small portable, compact, durable, camera that people can buy when they want to capture different adventures they go on. With the small camera being very durable, waterproof, and easily portable, they are a perfect travel camera to bring along.
How does GoPro use Social Media?
There are many different ways that GoPro uses Social Media, they use many different platforms. However, GoPro tends to stray away from the traditional marketing, according to thebrandhopper. GoPro really focuses on consumer engagement, and most of the advertisements people see on Instagram, TikTok, Snapchat, Youtube, etc. are from their own customers sending in submissions of their adventures and activities, that they recorded on their GoPro. This is called User Generated Content (UGC). With GoPro doing this, they are standing out from all of their competitors because they are engaging their audience and making their customers feel valued.
They have also expanded on this by creating their own hashtag, called #GoProHero, this has allowed them to have access to all of their customer's GoPro clips and it pretty much gives GoPro a never-ending source of their customer clips they can use for anything, from Youtube videos to marketing advertisements. This is a marketing goldmine for them.
Additonal Platforms
GoPro uses many other platforms such as Instagram, Snapchat, and TikTok (listed above). While they have their user generated content, they also post their own content as well. This allows for GoPro to sell more products off of their own advertisements and use the UGC posts as leverage for consumers to buy their products.
Recently, GoPro has innovated and started doing live videos on instagram and facebook, they have started doing this due to a higher demand of live videos from every business. This has allowed them to interact with their customers in real time when they are live. On Instagram live and Facebook live, GoPro has started to stream GoProMountainGames. This gave their consumers a sense of real life to extreme sports and activities, even though they could not be there personally to experience the thrill.
Tips From GoPro for Using Social Media Successfully
As we can tell from reading this blog, GoPro, is a very successful brand at using Social Media Effectively for Marketing. So here is some tips from GoPro themselves, at how to use social media for marketing effectivley.
They first thing that they suggest is to use amazing and stunning visuals to grab the attention of the consumers. What GoPro does is the UGC and they also demonstrate how clear their cameras are. GoPro is very good at showing beautiful pictures/videos, but they are also demonstrating the quality, toughness, and overall performance of their camera because their advertisements normally are showing extreme sports that a person can't take a normal camera through because it would break.
The second thing they do is build a strong community. As we have talked about before, GoPro wants their consumers to share their pictures and videos throughout social media using hashtags or tagging GoPro them selves. GoPro really focuses on making sure their entire community feels engaged, heard, and valued. This is because it makes their customers feel a sense of belonging and for a business that is a key factor to have, inorder to gain more sales and customer loyalty.
The third step goes along with the second, but engaging with your audience is something that GoPro can't talk about enough. While GoPro is a leader in the photography/videography industry, they will never be too big to talk to their customers and make them feel valued. One thing GoPro does that makes them stand out is challenges for rewards. One challenge they have is submitting clips for a cash prize and they have their own customers vote on the best clip to make it more engaging for them.
The last step they encourage, is to take advantage of influencer marketing. This is when businesses partner with popular influencers to sell their products more and hopefully gain a larger target audience. A recent partnership they have done was with a very popular soccer team, Real Madrid, and they created a 10 episode premium content series, which gave viewers an inside look, feeling, and experience of what it is like to be with a professional soccer team for a little bit.
My Thoughts
GoPro is a prime example of a business that uses social media for marketing successfully. With GoPro directly communicating with their consumers through live videos, it already gives them a competitive advantage compared to other retailers. Additonally, having an unlimited source of advertising content with the User Generated Content, UGC, makes it to where GoPro doesn't have to go out and record extreme sports or activities, which saves them money in the long run. Lastly, using almost every social media platform, allows for them to reach a wide variety of an target audience, which gives them the most brand awareness.
Great article! I find it interesting that GoPro finds most of its content through others. Not only is it a great way to show off your product in a more practical way, it's a great way to engage with your audience and show that they matter to the brand. You can't have a business without customers after all. And given that they use a number of platforms to carry out said advertising, surely they have a big online presence with their customers because they realize that GoPro is watching them and enjoying the things that they do.
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