When you think of GoPro, you imagine heart-pounding videos of skydiving, surfing, and mountain biking—content created not by professionals but by everyday people.
This user-generated content (UGC) strategy has helped GoPro build an identity that is thrilling, authentic, and global.
The brand didn’t just market a product—they built a community of extreme sports enthusiasts who, in turn, built the brand for them.
This strategy is one that startup founders can learn a lot from.
How did GoPro leverage its users to grow a billion-dollar brand?
How can startups replicate this success?
In this blog, we’ll explore GoPro’s approach and pull out actionable insights for startups looking to scale their brand with the power of their customers.
Lesson 1: Let Your Customers Tell the Story
From day one, GoPro understood that its customers were its best marketers. The product—a compact, rugged camera—was perfect for capturing the adrenaline-pumping moments of extreme sports. But instead of traditional marketing, GoPro turned the spotlight on its users.
Customers didn’t just buy the product—they became part of the story, using their GoPros to capture their adventures and sharing them online. These user-generated videos showcased the product’s capabilities in real-world scenarios, which was more impactful than any glossy ad could ever be.
Takeaway for startups: Authenticity sells. Let your customers be your brand ambassadors. Encourage them to share their experiences with your product. In a world where people trust peer reviews over advertisements, user-generated content is a goldmine.
Lesson 2: Build a Community, Not Just a Customer Base
GoPro didn’t just sell cameras—it built a community. The company fostered a sense of belonging among its users, many of whom were extreme sports enthusiasts. They didn’t just buy a product—they became part of a tribe of like-minded adventurers. GoPro tapped into this by actively encouraging users to share their content, offering incentives like social media shoutouts, features on their website, and even GoPro Awards for the best videos.
This not only strengthened the bond between GoPro and its users but also made the brand a central hub for extreme sports content, further enhancing its identity.
Takeaway for startups: Your product isn’t just something to sell—it’s a tool for building community. Encourage your customers to engage with your brand in meaningful ways. Use social media, user forums, and rewards to foster that sense of belonging.
Lesson 3: Leverage Social Proof
GoPro’s user-generated content didn’t just populate its website—it dominated social media. From Facebook to Instagram to YouTube, GoPro videos spread like wildfire. The company understood the power of social proof: when potential customers see real people using a product, it builds trust and credibility.
By sharing customer content on their official channels, GoPro amplified its brand without spending a fortune on traditional advertising. This organic reach helped the brand expand its influence far beyond what a paid marketing campaign could have achieved.
Takeaway for startups: Social proof is one of the most powerful forms of marketing. Showcase real customers using your product. Highlight their stories on your social media channels, website, and marketing materials to build credibility and trust with your audience.
Lesson 4: Incentivize Content Creation
GoPro made it easy and rewarding for users to share their experiences. They introduced GoPro Awards, which recognized and rewarded users for submitting their best videos. The promise of exposure—and in some cases, cash prizes—motivated users to create even more content, which in turn fueled GoPro’s marketing engine.
GoPro also ran various challenges and campaigns encouraging users to submit content based on specific themes. This kept the community engaged and continuously supplied the brand with fresh, exciting content.
Takeaway for startups: Incentivize your customers to create and share content. Whether through contests, rewards, or even social media shoutouts, make it worth their while to become a part of your brand’s story.
Lesson 5: Focus on Quality, But Embrace the Real
GoPro’s user-generated content wasn’t highly polished or professionally produced—and that was its strength. The videos felt real, raw, and relatable. People didn’t just watch extreme sports; they felt like they were part of the action. This authenticity resonated deeply with audiences, making the brand even more approachable.
That said, GoPro also maintained a balance by curating the highest-quality content for their marketing campaigns. They highlighted the best of the best, which ensured that their brand image remained aspirational yet accessible.
Takeaway for startups: Embrace authenticity. While quality is important, don’t let perfection stand in the way of connecting with your audience. Showcase real, unpolished user experiences alongside your polished marketing efforts for a balanced approach.
Lesson 6: Adapt and Evolve with Your Audience
GoPro’s content strategy has evolved over time, adapting to changes in social media and customer behavior. As new platforms like TikTok gained popularity, GoPro adjusted its approach, encouraging users to create content specifically for those platforms. They also expanded their content beyond extreme sports, encouraging users to capture everyday moments, broadening their audience.
This flexibility allowed GoPro to stay relevant as both technology and social media habits shifted, ensuring that they remained a leader in the content creation space.
Takeaway for startups: Stay flexible. As your audience grows and trends shift, be ready to evolve your content strategy. What works today may not work tomorrow, so keep experimenting and adapting to stay ahead of the curve.
Lesson 7: Collaborate with Influencers
In addition to user-generated content, GoPro also collaborated with influencers in the extreme sports space. By partnering with athletes and adventurers who had large followings, GoPro was able to reach even more people. These influencers created stunning content that showcased the GoPro’s capabilities and introduced the product to new audiences.
Takeaway for startups: Don’t overlook the power of influencers. Partnering with industry influencers can amplify your reach and provide credibility to your brand. Just ensure that these collaborations feel authentic to both your brand and the influencer’s audience.
Lesson 8: Content as a Marketing Engine
GoPro’s UGC strategy turned content creation into their primary marketing engine. The endless stream of user-generated videos provided the brand with a constant flow of fresh, relevant, and engaging content. They didn’t have to create every video—they empowered their users to do it for them.
This also allowed GoPro to market across multiple channels. Whether it was a viral YouTube video or an Instagram post, their content was working 24/7, building brand awareness and trust without requiring a massive marketing budget.
Takeaway for startups: Content can be your greatest marketing tool. Encourage and empower your customers to create content that showcases your product. This can fuel your marketing efforts for years to come, helping you reach new audiences with minimal effort.
Final Thoughts: Empower Your Users, Build Your Brand
GoPro’s user-generated content strategy is more than just a marketing tactic—it’s a brand-building powerhouse. By turning their customers into creators, they’ve built a global community, established a trusted brand, and created a steady stream of marketing content.
For startups, the key takeaway is clear: your customers are your greatest asset. Empower them to create, share, and engage with your brand in ways that feel authentic. Build a community around your product, incentivize content creation, and never underestimate the power of social proof.
With the right strategy, your users can become your brand’s most powerful ambassadors, helping you scale without needing massive budgets or resources. The GoPro story proves that when you put your customers at the center, the sky’s the limit.
