GoPro’s viral success is fitting. After all they’re a camera video production company. In fact, the nature of their camera (a small versatile unit that can be mounted on a variety of unconventional objects) give its videos a unique touch that could help in achieving viral success for customers.
Below is a video from GoPro’s YouTube channel. The video was made with a GoPro camera and shows off the camera’s ability to capture incredible footage from hard to reach angles.
That video has over three million views in just 8 months, and there are several other clips on the Go Pro channel with huge view counts. But the real power in video marketing for GoPro lies in what their customers are saying about their video production company.
Because GoPro provides video creators with the opportunity to capture new events and never-before-seen angles, it’s popular with the filmmaking crowd. So popular, that most of them end up mentioning Go Pro’s brand name in the video description or within the clip itself.
There are motorcycle enthusiast videos, dirt bike racing videos, paintball videos, remote-control airplane videos–even remote-control boat videos. And all of them mention GoPro in the video, in the description, in the title, or in the tags. That is a huge amount of free publicity and free viral awareness for the camera-makers, and all they really had to do was create a great product with a little video editing.
Now sure, some of these channels are probably loosely affiliated with GoPro–particularly the channels from video equipment shops or organized extreme sports groups. They might even have sponsorship deals that result in some of these videos. But the fact of the matter is that there is a ton of online video content–viral content–that is marketing the GoPro brand without that company having to do anything. They could easily adopt a new marketing strategy: do nothing, sit back and let our fans promote us through a little video editing.
I doubt they’ll actually take that approach, but they could.
Now, we can’t all invent awesome tiny HD cameras. We can’t all manufacture outrageously cool video equipment. But we can learn a lesson about making our fans rabid about our product or service, and enabling them to spread the word about our company on our behalf. That’s the upper echelon of online video marketing–when you don’t even need to lift a finger to go viral.
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