SOCIAL MEDIA EDITING
GoPro's Social Media Content
ABOUTGoPro
In the fast-paced world of action sports, GoPro stands out not just for capturing adrenaline-pumping moments but for its quest to maintain a cohesive brand image worldwide. We specialize in refining raw, user-generated content into polished, story-driven videos for social media, significantly enhancing brand visibility and engagement.
HARMONIZING DIVERSITY INTO UNITYThe Challenge
GoPro's challenge was twofold:
Navigating the quick-paced changes of social media
Unifying a wide range of content from their Awards program and ambassadors—each varying in quality and style—to maintain a consistent brand image.
Our objective was to craft a seamless brand narrative from these diverse inputs, ensuring consistency and resonance with the global audience.
Our 6-step process
1- Discovery and selection
We meticulously go through awards and ambassadors’ submissions to identify clips that truly capture the essence of the moment, prioritizing unique actions or angles. From professional athlete actions to family time, we ensure a variety of moments that are the true essence of the brand.
2- The Gist Extraction
As we practice most sports we edit and are truly passionate about it, we have developed a keen eye to identify the most captivating moments in each clip, eliminating the irrelevant parts.
At this stage, we create what we call “The Gist”: a condensed timeline of all the best moments.
3- Rough Cut
This step revolves around strategically crafting the story of the short-form content to hook the viewers from the first second and leave them craving for more.
We compile the best of the gist into a compelling story edit.
At this stage, we take into account the final platform delivery to ensure we respect the best practices for the platform and the correct style.
4- Auditory Harmony
This phase involves meticulous sound design and music selection to enhance the viewer’s auditory experiences.
We craft each layer of sound design and thoughtfully curate the perfect music (if a music is needed).
SFX onlyMusic and SFXOriginal drone audioCrafted sound design5- Visual Harmony
As we've mentioned, GoPro sources its footage from a wide variety of contributors, leading to significant variations in video quality, aspect ratio, lens distortion, and color profiles. To tackle this challenge and guarantee a cohesive brand image, we've developed a custom process over the years. This includes the use of specific LUTs (Look-Up Tables - understand color preset), settings to correct lens distortion, and techniques to maximize image quality.
Our approach ensures that, despite the diverse origins of the footage, the final output harmonizes seamlessly, maintaining the brand's visual consistency and quality across all platforms.
6- Optimization & Deliver
This phase involves platform-specific optimization techniques to ensure smooth, high-quality video upload. Over the years we have developed a set of techniques to maximize video quality.
Delivery is ensured using easy feedback from our customers, using platforms like click-up and frame.io
THE BENEFITSTailored Experience
Through our 6-step editing process, we addressed each of GoPro's challenges head-on:
Brand Image Consistency: Our process ensures every piece of content, despite its source, aligns with GoPro's dynamic branding.
Engagement and Reach: Strategic emphasis on compelling beginnings and endings, coupled with optimization for algorithmic preferences, significantly amplified social media visibility.
Efficiency and Adaptability: Our streamlined workflow allows for quicker turnarounds, enhancing GoPro’s ability to stay relevant in the fast-changing digital landscape.
THE RESULTSRenewed Engagement
The collaboration led to tangible success:
Enhance social media engagement and reach for GoProFR, with content that resonates strongly with the adventure-seeking audience.
The introduction of a new type of content format for GoPro France, demonstrates our commitment to innovation and strategy. This led to engagement improvement.
Start Your Project
Overflowing with footage and unsure how to weave it all together?
Or maybe you need a production team to shoot the content for you?
We've got you. Let's transform your abundant clips and ideas into cohesive and engaging stories that truly represent your brand.
Start your project with us and let's bring your vision to life.