Social Media Audit for GoPro
I chose GoPro for my Midterm assignment because of how unique the brand is in utilizing user-generated content as their main content source. GoPro only creates content for sales promotions, but outside of that, their strategy relies solely on their unique target audience’s participation. One way that GoPro is set apart is by the way they are able to consistently engage their audience through their content. The purpose of this audit is to take away pointers for other brand’s as to how a company can create engaging content that is consistently targeting the right audience. the goal is to prove to individual’s that GoPro is proof of a great social media strategy, but every business has this potential. The below audit is proof of GoPro’s impressive social media strategy.⬇️
Facebook Audit Report:
- URL of the social media account: GoPro Facebook Account
- Number of Profile Likes: 11.2 Million Likes
- Social Media Handle: GoPro
- Key Performance Indicators:
- Total Likes: 2,225,457
- Total Comments: 462
- Total Shares: 107,236
- URL of Top 3 Posts:
Instagram Audit Report:
- URL of the social media account: GoPro Instagram Account
- Number of Profile Followers: 20.5 Million Followers
- Social Media Handle: @gopro
- Key Performance Indicators:
- Total Likes: 8M-10M (The amount of likes can only be seen by the creator.)
- Total Comments: 5,197
- URL of Top 3 Posts:
Overall, GoPro was highly effective in increasing engagement across both platforms and remains a social media powerhouse in the industry. Some of their strengths include its user-generated content strategy, POV footage, and emotionally engaging videos. On the other hand, some areas of improvement include a lack of deeper audience connection. In other words, GoPro succeeds at receiving highly liked posts but significantly less comments.
Between both the Facebook page and the Instagram page, I noticed a trend of content featuring users performing extreme sports like surfing, motorbiking, skiing, and more. This content was proven to be engaging and consistently performed well. Both accounts comprised mainly of short-form videos while some singular phots occurred and few carousels. The highest engagement came from short-form videos of intense sport moments. Promotional posts for different cameras had significantly less engagement.
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