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Special Project

Special Project
From the 12th Annual Shorty Awards

2019: GoPro's Best Instagram Year Yet

Finalist in Instagram Presence


Throughout 2019, we made it our goal to dare fans, customers and future GoPro owners to feel inspired, live boldly and witness content innovation every day by bringing @GoPro to their feeds.

Post a photo using #GoPro? We’ll like it. 

Share a video tagging @GoPro? We’ll watch it.  

Social media never sleeps, and neither do we. GoPro’s Instagram epitomizes year-round presence, with real-time engagements, community activations, aspirational content and continued product awareness set as priorities. 

Strategy and Execution

We challenged the GoPro team to test the limits of possibility on our Instagram by answering three questions: How do we make sure our past, present, and future followers are getting the content they want? How do we maximize our always-on strategies? How do we continue innovating?

Product, diversity and community became three pillars making up our global Instagram strategy, and because of this, it was our best year yet.

Diversity — What makes GoPro truly unique is the range of cultural and content diversity we see—across sports, artistic backgrounds, occupations, countries, religions, languages and the list goes on. Our community is diverse, meaning our content is too. In just under 1.2k posts, we represented 140 countries.

Content mix is key, and our feed tells stories, cracks jokes, celebrates holidays and pays tribute to the GoPro community. From kayaking canyons to snow leopards, every day is different and our followers stay on their toes.

Instagram’s diverse platform features such as Instagram Shop, IGTV and Instagram Stories allowed us to get crafty in distribution. Some videos were 10 seconds, some were loops and some were long form, living in-app through IGTV (such as our community-based initiative, the GoPro Million Dollar Challenge).

Community — In 2019, our follower count grew past 16 million, with views from nearly 230 unique geo-regions. This global and loyal GoPro Family fuels our fire, so it‘s a priority to provide initiatives and challenges that encourage the stoke and thank them.

We amped up our giveaway strategies and provided ample opportunities for followers to connect to our partners or refresh their GoPro goodies. For example, GoPro’s Eight Days of Giveaways closed 2019 with a bang, giving away eight epic bundles, including #GoProAthlete signed cameras, wetsuits, GPS watches, lift tickets and more. Not only did our daily follower growth increase by +19%, this activation saw cumulative totals of 76K+ comments, 4.6M+ views and 15M+ accounts reached across eight posts. 

We continued encouraging our community to get outside and capture life’s most valuable moments on GoPro, by connecting posts to content challenges through GoPro Awards, including our biggest challenge yet—the GoPro Million Dollar Challenge. Yes, we gave away $1 million for the 2nd year in a row. Why wouldn’t we?! 

A good Instagram presence is present. Our followers are active with us and we are active with them. Our commitment to community management ensured we connected with them and the GoPro content they post on their Instagram, doling out likes and leaving comments. We love our community, and we want them to feel that love. 


By staying the course, and following the line drawn by our three priority pillars, GoPro continues to be a leader on Instagram, inspiring our community to explore the outdoors, check off bucket list items, exercise creativity and share the content they’re proud of with a global community. Our 2019 Instagram presence was on-brand, innovative, community-centric and our best year yet. 

2019 in Numbers:

Follower Growth: 2.4M

Organic Views: 196M

Engagements: 109M

Reach: 2.4B 


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