GoPro, manufacturer of the high-def cameras that are commonly used to shoot first-person action video, has launched GoPro Licensing to help marketers spice up their campaigns.

The company, which went public a year ago, has partnered with amateur and professional videographers to offer more than 600 "epic", "inspired" and "engaging" videos that brands can license to tell their stories.

As Asweek's Christopher Heine notes, GoPro Licensing could make GoPro to videos what Getty Images and Shutterstock are to still images.

And it could even disrupt the agency model. According to David Karnstedt, CEO of Quantifind:

Instead of a two-day video shoot, brands can now purchase a video and take the production expenses out of the equation, which could reduce creative costs in a significant way.

According to GoPro programming chief Adam Dornbusch, there is already significant interest in GoPro's content.

Dornbusch says GoPro intends to keep the company's licensing business "at a very premium level," and the licensing fees for videos available through GoPro Licensing reportedly start at $1,000. 

Too much of a good thing?

GoPro's positioning could be crucial to maintaining the value proposition of its content. GoPro-captured content is so appealing because it's often very unique, but if it becomes too easily accessible through GoPro Licensing, marketers may find that over time, the impact of GoPro footage will diminish in impact.

So while GoPro Licensing could be a very useful new platform for marketers, and drive significant new revenue for GoPro, marketers should remember that no matter where content is coming from, and how "epic" it is, a great campaign usually requires an original, compelling story too.

Patricio Robles

Published 21 July, 2015 by Patricio Robles

Patricio Robles is a tech reporter at Econsultancy. Follow him on Twitter.

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Comments (1)


Jon Collins, Videographer at Jon Collins - Videographer

As a videographer ( by the way) I think this is rubbish. Brands should be engaging in creating their own exciting original content not reusing the same old crap that's stylised and will become dated very quickly.

almost 3 years ago

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