What was once only a tool for extreme athletes has become a powerful source of content for any brand: GoPro cameras. These devices are used to show the point of view of a single subject, capturing a personal vantage point. This creates a more relatable type of story than you might find in a more professionally produced film that uses multiple angles and types of cameras or lenses.
The places these small cameras can go are as limitless as the applications for the device, but the focus is often singular and intimate. Because of this, each video has a powerful personal story. It’s an excellent way to dissolve the barrier between audience and content.
Brands are starting to utilize the cameras to portray their goods in real-life situations. By cutting from traditional angles to this fixed perspective, the audience is not simply a passive observer in these ads, but involved in what’s going on to create a stronger connection. This is accessibility on a grand scale, making the experiences relatable to anyone. It’s what makes the device so powerful.
What is most compelling to many brands is that any consumer can use these cameras; they are inexpensive, portable, and durable. Properly motivated, anyone can produce a video featuring any company’s products or services. It’s engaging, consumable content, the type of earned media that can help influence consideration.
And it’s not even just for people. With GoPro rolling out a mount for dogs, there’s a whole new species of content producers.
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