Please ensure Javascript is enabled for purposes of website accessibility

GoPro Inc. Needs to Get Social in 2017

By Travis Hoium - Apr 3, 2017 at 6:19PM

You’re reading a free article with opinions that may differ from The Motley Fool’s Premium Investing Services. Become a Motley Fool member today to get instant access to our top analyst recommendations, in-depth research, investing resources, and more. Learn More

GoPro cameras can take pictures that most other devices can't compete with, but if it's not easy to share them, the company is missing a big opportunity.

The last two years have been a wake-up call for GoPro Inc. (GPRO -1.25%), forcing the company to address deficiencies in its product line. The GoPro Hero 5 line of cameras is now simpler and more intuitive to use, adding voice controls and cloud connectivity. Editing software Capture and Quik are also certainly a step up from old download and editing options. 

Where there's now a huge opportunity for improvement is in taking those edited images and videos and posting them to social media networks like Facebook (META -1.64%), Instagram, and Snap's (SNAP -5.95%) Snapchat. Sharing images and video socially is, after all, a huge reason GoPro users take these images in the first place. So, if sharing them were as easy as saying, "Share photo on Snapchat," it could change the game for GoPro. 

A spherical camera image from GoPro.

Image source: GoPro.

Social is a big opportunity for GoPro

The challenge for a GoPro camera has always been getting from the moment the image is captured until it's shared on social media. That's gotten easier with the Capture and Quik apps, but if GoPro can reduce even more friction in that process, it'll be a big win. And with voice activation, it's only a step away. 

Integrating sharing with either the touch of a button on a Hero 5 camera or with voice activation would be an incredible advancement. Right now, you can say, "GoPro, take a photo" and adding "GoPro, share photo to Facebook" or another social network would be a huge advancement. Editing or curating photos could happen later, but being able to instantly share a photo when skiing, skydiving, or kayaking would be a huge seller for GoPro. 

Snap and GoPro are a natural fit together

One of the reasons I think Snap is a perfect fit is that both GoPro and Snap are looking for ways to make their user experience easier. Snap's Spectacles are all about making the image capture and sharing process easy and a GoPro camera could take images Spectacles aren't designed for. 

The Snapchat user experience is also more raw than Facebook or Instagram, where you might want to do more curation or add filters to photos. On Snapchat, what's shared eventually disappears so the raw images from a GoPro can be perfect. "GoPro, take a Snap" could be a big hit for both companies. 

Get social before someone else does

As flagship smartphones from become waterproof and more durable, the space for GoPro's niche gets smaller -- and the harder it is to go from that niche to social media, where people are sharing content, the more difficult position GoPro is in. If GoPro integrates more closely with social media networks, particularly if it can do so with voice activation, it would be a big win. One way or another, GoPro needs to get more social in 2017. 

Invest Smarter with The Motley Fool

Join Over 1 Million Premium Members Receiving…

  • New Stock Picks Each Month
  • Detailed Analysis of Companies
  • Model Portfolios
  • Live Streaming During Market Hours
  • And Much More
Get Started Now

Stocks Mentioned

GoPro, Inc. Stock Quote
GoPro, Inc.
GPRO
$5.53 (-1.25%) $0.07
Meta Platforms, Inc. Stock Quote
Meta Platforms, Inc.
META
$161.25 (-1.64%) $-2.69
Snap Inc. Stock Quote
Snap Inc.
SNAP
$13.13 (-5.95%) $0.83

*Average returns of all recommendations since inception. Cost basis and return based on previous market day close.

Related Articles

Motley Fool Returns

Motley Fool Stock Advisor

Market-beating stocks from our award-winning analyst team.

Stock Advisor Returns
317%
 
S&P 500 Returns
112%

Calculated by average return of all stock recommendations since inception of the Stock Advisor service in February of 2002. Returns as of 06/30/2022.

Discounted offers are only available to new members. Stock Advisor list price is $199 per year.

Premium Investing Services

Invest better with The Motley Fool. Get stock recommendations, portfolio guidance, and more from The Motley Fool's premium services.