Everyone has heard about GoPro and what they do; action cameras. Many of us would not know of any other brands that product action cameras, so what makes GoPro stand out from all other cameras?
Content Marketing
Most notably, User-Generated Content
User-generated content (UGC) is the heart of GoPro’s overall marketing strategy and digital marketing strategy. GoPro’s 388 sponsored athletes and the content generated by these individuals have harnessed over 50 million views each on YouTube, indicating the sheer success and reach of this strategy. Furthermore, just searching GoPro in your YouTube search would produce a myriad of videos utilising its products.
Looking at GoPro’s Content Marketing Efforts:
YouTube
GoPro utilises user-generated content to build on the brand by further editing users’ videos in a way that portrays the adrenaline, excitement and liberation one feels in extremities (such as skydiving, cliff jumping and more). This allows the brand to tell a story to their target audience as well as the general audience; that you can “be a hero” too. GoPro has utilised a consistent video aesthetic that allows their content to resonate with their primary target audience of extreme sports. This has proven to be incredibly successful for the brand, with an average of 300,000 views per UGC video while bearing minimal costs in producing in. Therefore, allowing the brand to leverage on its consumers for marketing content.
Instagram & Facebook
GoPro’s Instagram boasts a huge following of 17.1 million followers and an average of 100,000 likes per post. While its Facebook page has over 10 million followers. GoPro’s content consists of user-generated pictures and videos that GoPro have taken and edited to ensure a consistent aesthetic. Its pictures and videos range from experiences of professional and leisure athletes, travellers, photographers and even everyday life, showing an array of lifestyle-focused content. GoPro’s massive following is a testament to the fact that consumers love seeing content produced by other regular people. Additionally, this helps the brand humanise their marketing, allowing the brand to be portrayed on a more personal level to its target audience. According to Comscore, 48% of consumers believe UGC is a great way to find new products, indicating that GoPro has definitely a master of its craft with its revenue for the full year at $1.195 billion up 4% from the year before.
What are the takeaways from this?
That every brand’s strategy should encapsulate its consumers
According to Forbes, customer-centric companies are 60% more profitable than companies that do not exercise customer-centricity. Like GoPro, when a brand’s values and attitudes are similar to that of its consumers, this allows the audience to resonate with the brand, allowing for deeper connections with the brand. With deeper connections, comes a deeper understanding of their consumers and their attitudes, motivations and perceptions. This in turn allows for enhanced problem recognition to better streamline its strategy, services and products offered.
Creating content that your consumers are interested in
When the execution of content marketing is done right, conversion rates are 6 times higher than companies who do not adopt it. When a brand provides its viewers and consumers with novel content that catches the attention of many, people would typically feel compelled to share it with others. Secondly, should the brand post content its users enjoy, they will keep coming back for more, allowing for increases brand recall as well. Therefore, increasing the content’s reach and eventually raising awareness and brand recognition.
Recognise and acknowledge your customers
With the sharp rise in content marketing strategies undertaken by businesses, it is no question that consumers want to feel appreciating and wanted. By tapping onto UGC, this allows consumers to feel acknowledged by the brand and its sincerity in forging deeper relationships. A study conducted further supports this by stating 64% of the clients who didn’t have any issues with reward and recognition said that they definitely will recommend the company compared to 57% if they cited an R&R problem, thus stressing the importance of customer acknowledgement. When executed right, brands can enjoy benefits such as heightened customer lifetime value, increased loyalty and customer satisfaction in the long term. Ultimately enhancing its brand equity.
What kind of UGC would you like to see from your favourite brands?
Leave a comment down below!
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