Yesterday I found myself lost in the deep dark whole that is Instagram. No doubt we all have some experience with this. I’m only saying yesterday because I will never publicly admit that this happens to me everyday. So for the sake of this article, the takeaway is that it’s very unlike me to spend hours scrolling on Instagram. I should probably get to the point.

I stumbled upon a video from the Red Bull main instagram account, and as Redbull content often does, I was captivated. A few minutes later (120min) I was lost in this world that their content creates. I noticed something, and to be sure, I scrolled back up and paid special attention to their content strategy.

I got to the top and stopped scrolling, and just stared at my screen. I furiously scrolled further down this time paying careful attention to what was on the page. I realised in the hundreds of posts that I managed to go through before I got tired of scrolling, that none had the energy drink, the product, as the hero of the content.

The brand does an amazing job of showcasing what their brand makes possible and what it enables their customers to do, and still being able to drive brand association with adventure and a free spirited lifestyle. It’s truly impressive.

So I decide I’m going to put my thumbs to good use and find other brands that have a similar content strategy, and to see if the results I see on the Redbull page can be achieved on another brand. I wanted to look for a smaller, more niche brand. I landed on GoPro.

GoPro, is known for its action cameras, and the brand has a strong presence on social media with just over 20 million followers on Instagram alone. Their content is largely user-generated, featuring thrilling and adventurous videos and photos captured with their cameras. While they showcase the capabilities of their products, the emphasis is on the experiences users have with them rather than direct product promotion.

Sharing user generated content and showcasing experiences your brand makes possible for your customers, is clearly a formula that works, and it’s clearly content that engages and drives conversion. A total of 11.582 billion cans of Red Bull were sold worldwide in 2022, and while Go Pro sales have declined since their peak a few years ago, the company still shipped over 2.5 million units in 2022 with in increase in their subscription and service revenue of 21% to $24 million. (Sources: redbull.com & statista.com)

While this is a strategy that works, it’s not to say it’s the only formula that will work. So, how’re your driving growth and building lasting connections and love for your brand?