“We make the world’s most versatile camera.” That is GoPro’s bold motto that greets first-time customers who are looking to capture adventures on video. The brand is known for their HD, compact cameras that record clear video for any serious adventurer. The company has a global reputation of being the best camera to capture any of life’s moments. But how did they earn this reputation? The answer lies in the company’s social media.
If you’ve been following along in this blog, this is week five of the series “the importance of social media.” This series is primarily for small business owners who are looking to expand their social media presence but aren’t sure how to break through to their customers. Often times, the best way to improve your practices are to look at people who are already doing it well. So by looking at examples of successful companies, no matter the category, small business owners may be able to pull out successful strategies and adopt them into their own business practices.
GoPro is a company that was founded in 2002 and quickly gained a reputation as a leading brand of cameras to capture life’s greatest adventures. The company has a line of products that were leaps and bounds ahead of their competitors from the start. But even if your products are superior, it doesn’t matter unless your consumer knows about your brand. GoPro took to social media to expand their customer base and to prove the validity of their products to potential customers.
GoPro’s social media is all about proving the quality of their products. In every post they are reposting a customer’s videos or pictures of their products in action. Every post is a video of a safari in Africa, swimming with sharks in Australia, mountain biking in Colorado and any other adventure that their customers share. These posts create engagement with their customers. If a customer goes on a great adventure and tags GoPro in the post to their social channels, there’s a chance that GoPro will repost their video, giving the customer valuable exposure to millions of GoPro followers. Every year GoPro has a competition for customers to share their craziest adventures with them. The winner of the competition gets one million dollars. Talk about engagement.
These reposts also speak to potential customers. What better way to prove the quality of your products than by allowing current customers to show their experience? It can be hard for people to trust the word of a company. People would rather see a review from an unbiased customer. These videos are perfect examples of why potential customers need to own a GoPro camera. By creating engagement with current customers and giving potential customers product reviews, GoPro is utilizing their social media to its maximum potential.
Small business owners would be wise to take a page out of GoPro’s social media strategy by encouraging current customers to share why they love the products. This fostered engagement is perfect for showing potential customers how satisfied people are with the products. If this is done properly, customers will always be active and engaged, eagerly awaiting your next post on all social platforms.