The marketing genius of GoPro lies firstly in the very characteristic “wide angle” result, its ease of use and users’ ability to share their movies on Youtube. The brand has rapidly become an icon, a generic name, and its users have quickly become influencers.

Although the GoPro phenomenon began five years ago in surf shops, the vast majority of sales now occur in large electronic goods stores or mass retail outlets. The camera’s accessories allow it to be attached to any part of the body, as well as to a helmet, a surfboard or a car. But while extreme sports are part of GoPro’s DNA, the brand is increasingly being used for everyday adventures, as demonstrated in the latest video posted to promote the Hero 4 (link1).

Today, GoPro presents itself as a media rather than a technology company, indicating the extent to which GoPro products are a means rather than an end. In fact, the brand’s real value lies in the number of movies made and shared by users on social networks. In the first half of 2014, for instance, the number of minutes watched on the official GoPro YouTube channel was up 270% compared with the previous six months…

And everyone can now use GoPro to tell their story and their adventures in 4K resolution with disconcerting ease. By launching the cheapest ultra-high definition camera in the world, GoPro has allowed widespread access to this new standard. With sales of 4K TVs taking off, GoPro could soon become the first generation of associated content, using one of the only platforms capable of broadcasting 4K content… Youtube!

While the two US giants appear to need each other, GoPro’s ability to better monetize its content remains a major issue, since the main beneficiary of all this currently remains YouTube’s owner, Google.