How GoPro uses subscriptions, social to boost customer engagement and loyalty

Consumer electronics brands like GoPro may define loyalty differently than a quick-service restaurant like Starbucks. A Starbucks customer may visit the chain many times a week or month, but a GoPro customer is likely to make purchases sporadically.

“In today’s digital age, customers have more choices than ever, making customer loyalty a crucial part of the retail landscape,” said Kacey Sharrett, head of global direct to consumer at GoPro. “A strong loyalty program drives repeat business, enhances customer lifetime value, and fosters a connection between buyer and brand.”

That’s why GoPro created a subscription service to keep customers engaged with the brand between purchases.

• The service, which has two tiers, offers customers unlimited cloud storage, editing tools, and live streaming capabilities.
• Subscribers also receive guaranteed camera replacement, discounts on accessories, and money off their next GoPro camera purchase.

“GoPro recognized several years ago that subscription offerings could be a big benefit to our customers,” said Sharrett, “They’re passionate about their craft and want the best experience we have to offer.”

• GoPro’s dedicated customer base has helped its membership grow from 160,000 members in 2018 to 2.53 million members as of August 2024.
• In its latest quarter, GoPro reported subscription and service revenue grew 8% YoY to $26 million.

To create further opportunities for its audience to showcase their work, GoPro created the GoPro Awards program, where camera owners can submit their favorite videos and photos for a chance to win a cash prize and be featured on GoPro’s social channels.

• The company has over 12 million YouTube subscribers and 24 million Instagram followers, according to its August 2023 Investor Presentation.
• GoPro’s YouTube channel has over 4.5 billion lifetime views.

The bottom line: To keep customers engaged, GoPro needs to offer them the kinds of perks that matter most.

• GoPro’s primary customers are content creators, vloggers, and active capturers (individuals who participate in active lifestyles and capture content during their activities), according to Nicholas Woodman, GoPro chairman and CEO.
• By appealing to their desire to hone and highlight their craft, GoPro can stay top of mind with consumers and win their loyalty.

This was originally featured in the Retail Daily newsletter. For more retail insights, statistics, and trends, subscribe here.