GoPro has mastered the art of visual marketing, bringing the growing strategy to a whole new level. The San Mateo, California based manufacturer is gaining recognition for more than just their action cameras and equipment. The company’s “Be A Hero” campaign has hit it out of the park in a world where video content has increased by 3.6 times in the last year on Facebook, where tweets with images on Twitter get clicked 18% more, and Instagram continues to surpass its social media platform peers.
It isn’t just the luck of being a company with visuals at its core, but GoPro’s killer marketing strategy they make work for them. Most companies use blogging as their top marketing tactic. For GoPro, a strong social media presence across a variety of platforms appears to be no.1, and with visuals created by GoPro, those individuals surfing online stay longer to check out the latest action videography.
While GoPro’s average consumer may be those who like to record themselves pushing the limits in the sports world, from cycling, to snowboarding, surfing and more, their line of cameras aren’t just for athletes. In a storytelling age, GoPro continues to attract a wider demographic who are looking to capture their everyday lives, their hobbies or their careers with inspirational, emotional and shareable videos. These consumers in turn post their visual content on social media. All of this sharing of content increases engagement, benefiting the GoPro brand.
Another ingredient of their marketing genius is selecting and spotlighting content that was created by consumers with their Go Pro cameras. GoPro’s “Photo of the Day” and “Video of the Day” contests via Instagram, their Facebook, and GoPro’s own video channel makes fans check in on a regular basis and want to post and share their visual creations.
“Our products in the hands of our customers enable compelling, authentic content that organically increases awareness for GoPro and drives demand for our products….We believe consumer demand for compelling content, combined with our self-capture technology and the popularity of social media, create a significant media opportunity for GoPro.”
“Capturing for the Cause” is also a winning formula for GoPro. The company makes it possible for charities and individual to shine a visual light on their worthy causes. With a mission to raise awareness for St. Jude’s Children’s Hospital, The GoPro Music Team collaborated with artist Darius Rucker and the charity to tell the stories of those fighting cancer.
GoPro has also partnered with Mauli Ola Foundation, Bicycles Against Poverty and Oceanic Preservation Society.
All of the amazing videos, of course, can also be found on GoPro’s YouTube channel, another avenue the company uses to promote their brand in front of an audience of 3 million subscribers, who also engage and comment on the video content posted.
As the world changes, improving upon what’s possible, GoPro follows suit by releasing the most up to date technology. By the close of 2015, GoPro plans to release a camera that can create 360°-panoramic videos, a venture that is sure to only increase GoPro’s visual marketing possibilities.
