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Could GoPro’s Social Media Footprint Drive Sales in 2017?

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Social media metrics

GoPro (GPRO) has gained several followers on social media platforms over the last few years. It has a large and growing base of followers on YouTube (GOOG) (GOOGL), Instagram, and Facebook (FB). GoPro aims to keep users socially engaged and has been largely successful in doing so.

GoPro’s YouTube subscribers grew from 700,000 in 2013 to 3 million in 2015 and 5 million at the end of 1Q17, representing a CAGR (compound annual growth rate) in subscribers of 59% between 2013 and 2017. GoPro’s Twitter (TWTR) followers also rose, by 39% YoY (year-over-year) to 2.2 million at the end of 1Q17.

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GoPro’s followers on Instagram have grown at a CAGR of 310% from 50,000 in 2013 to 5 million in 2015 and 13 million in 2017. The number of Facebook users who have “Liked” GoPro has also risen, from 5 million in 2013 to 8 million in 2015 and 10 million in 2017. GoPro’s Facebook content has been viewed over 35 million times to date.

Brand engagement

The above metrics could indicate that interest in GoPro is rising among consumers. Google recently published a research study that placed GoPro as the sixth coolest brand among 122 companies for teens aged between 13 and 17.

In the company’s 1Q17 earnings call, CEO Nicholas Woodman stated that “today, the combination of our own channels, plus the reach of our advocates and athletes touches nearly 200 million consumers.” He added, “our brand is strong and remains one of our greatest assets.”

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