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From the 10th Annual Shorty Awards

Content is King: #GoPro

Winner in Instagram Presence


As the world's most versatile camera, storytelling through a unique point-of-view is the at the heart of GoPro. Every day we inspire, educate and stoke out our community of over 14.8M on Instagram with aspirational and inspirational content. Our objective for 2017 was to prove that GoPro's are for more than just hucking yourself off something tall, but to spread the stoke to a new lifestyle/travel audience while keeping our heritage sports at the core of our brand. To deliver on our goal, we stuck to an editorial calendar, expanded international, featured a new demographic of creators and focused on the quality of content above all else.

Strategy and Execution

GoPro's Instagram features the best of the best, our most revered and banger content. Fans of the brand know that THIS is the holy grail of GoPro moments. For new family members, this is a place to come for inspiration and aspirational content that drives you to purchase the world's most versatile camera and fit it into your life.

We've expanded beyond the @GoPro handle into 10+ regions and new markets, where GoPro is becoming a household name by serving up localized content featuring local people. This includes, but definately isn't limited to, @GoProBr, @GoProJP and @GoProDe. For example, while APAC only accounts for 7% of our total social followers, APAC saw the largest and fastest growth of any international geographical region in 2017 with 494K new social Followers.

Historically, this has been photo based platform but video content (live and programmed) was huge for 2017. We increased our video content production, both longer form and bite-sized (which yield 9X the engagement) to optimize our strategy for Instagram's APIs. This lead to massive growth of Instagram video viewership, up to 220M views in 2017 from only 9M in 2016.

Our content is diverse but always on-point - we have learned that in the game of Instagram, #ContentIsKing. We source our photos and videos from athletes, social media influencers, GoPro original productions and users from around the world doing big things, little things, medium things - and capturing it all with their #GoPro. The proof is in double taps - Instagram garners a massive amount of engagement and interaction compared to the other social platforms with a median engagement of 230K.



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