Social Media Strategy Analysis
GoPro is renowned for using social media—in particular YouTube and Twitter—to draw attention to its cameras, especially its Hero brand digital video cameras. By using footage filmed by people who purchased the GoPro Hero camera, GoPro essentially obtained free advertising that was produced and driven by consumers, each wanting to join the growing list of video segments uploaded by the company to its YouTube page. This paper will analyze GoPro’s social media strategy and show how the company used social media to promote its Hero camera product and why this strategy was effective compared to other camera companies like Sony and Samsung whose strategy was less grassroots oriented and more traditional in its marketing orientation to getting product information before the public.
The customer segment for the GoPro Hero camera was young adults who enjoyed capturing events in the real world—whether it was hiking, kayaking, snowboarding, or rafting—the camera and the company appealed to people on the go who wanted a new way to capture their adventures and film their feats to share with others. Young families, travelers and action videographers were the primary customer segments for the camera, and in many cases these segments overlapped. The best way to describe this segment, however, is as the YouTube generation—a generation of young adults who had grown up along with YouTube and now wanted to share great moments from their own explorations and adventures with friends and followers and carve out a niche for themselves on the world’s most popular video streaming social media site.
The social media outlets used by GoPro to reach its customer segment were mainly YouTube and Twitter. As Devumi (2018) notes, GoPro gets a lot of attention for its YouTube strategy but its Twitter activity has also been important: “All of the media they tweet has been carefully chosen to cater to the specific audiences that follow the brand. Another key aspect of their Twitter...
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