GoPro makes cameras designed to capture dynamic, action-packed, and adventurous moments - exactly the kinds of experiences people love to share. The brand encourages this behaviour by featuring user content on its website and social media platforms, turning customers into creators.

GoPro has cultivated a community that produces a constant stream of fresh, engaging content - without advertising production costs. This user-generated footage acts as a living demo of what GoPro cameras can do, while also providing powerful social proof: people who love excitement and adventure use GoPro.

Each year, GoPro receives close to 100,000 video submissions - around 40% of which are driven by its annual Million Dollar Challenge, where the best clips earn cash prizes. GoPro shares the top videos on its social media channels, publishing about three new videos per week. These videos are inherently exciting and shareable, so they perform well on social media and naturally reach a wide audience, including potential new buyers. As a result, GoPro benefits from significant brand exposure without relying heavily on traditional paid advertising.

As of 2025, their Youtube channel had over 11 million subscribers and nearly 2 billion views over the previous six years. On Instagram, 45 million posts have featured #gopro since 2011, resulting in an estimated 15-30 billion views.

GoPro’s annual sales have stayed close to $1Bn dollars since 2012, despite increased competition - from Insta360, DJI and Akaso - and the category price deflation this has caused.


References:
Million Dollar Challenge stats.
YouTube stats.
Instagram stats.