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Why @GoPro’s NHL Partnership Is Social Media Gold

unnamed-8GoPro has become a standalone brand in the world of action video, and much of their success can be attributed to social media. The viral nature of the content the average joe can produce with a GoPro is undeniable.

Among those infatuated with GoPro’s compelling content are the folks at the NHL. The league recently partnered with GoPro to bring the camera company’s social media success to the ice.

In 2014, GoPro was named one of the top 5 “most viewed” YouTube channels. The company’s channel has over 2.6 million subscribers, and videos rack up millions of views in mere weeks.

Why @GoPro’s NHL Partnership Is Social Media Gold

The NHL is no slouch on social either. In fact, the league YouTube channel boasts over 500,000 subscribers of its own, adding even more fuel to this partnership’s fire. In fact, across major channels, the two entities have a combined audience of over 27 million.

Audience Comparison: GoPro and NHL

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The Partnership Effect

Since the partnership was announced earlier in January, there have been more than 51,000 mentions of the term “GoPro” combined with mentions of “NHL.”

It’s not just grabbing the attention of a few users Tweeting relentlessly either.

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Over 33,500 unique users have Tweeted about the NHL and GoPro, and over 10,400 people have posted about the two brands on Facebook.

The partnership has also drawn the attention of major news outlets. The combination of keywords has been used by The Wall Street Journal, Techcrunch, CNBC, and Fortune Magazine, to name a few.

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This added exposure from major outlets with large audiences has led to over 153 million potential impressions on Twitter.

Instagram’s Impact

GoPro is a social powerhouse and, recently, this fact has surfaced on Instagram. The visual nature of GoPro’s content is ideal for the network, whether they’re posting photographic stills or 15-second clips from user-generated footage.

Screenshot 2015-01-30 09.56.10While Instagram may not be GoPro’s most active channel (the brand posts more daily content on Facebook, Twitter, and Google+ than they do on Instagram), the return on their Instagram effort is hard to ignore.

Screenshot 2015-01-31 16.53.43As a percent of their audience on a channel, GoPro’s Instagram engagement (Likes and comments) is 24x higher than any other network. This engagement statistic doesn’t include YouTube or Facebook video views, but for traditional engagement metrics (Likes, comments, Tweets, etc), Instagram accounts for 91% of GoPro’s totals. I’m sure this was attractive to the NHL as well.

While GoPro and the NHL certainly didn’t need a partnership, this is undeniably a good opportunity for both brands, and will give us some great clips to watch. Who knew you could do that on skates, am I right?

Kevin Shively

I lead marketing for Simply Measured. Recovering journalist. My team is embarrassed of my hilarious jokes. Firm believer that the best marketers are the best storytellers and the best storytellers use the best data.

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