Heidi Scheck

Professor Jiang
MEA260
GoPro Twitter Data Analysis Report

Engagement

On April 11, GoPro had its most engagement in the data selection on its announcement of the
winner for that days “HomePro” video contest. The video posted on this day was an at home
video of a couple giving their new puppy a bath, the puppy was captured playing with the camera
and having a good time being cleaned. The “HomePro” contest was announced to start March
23 and last until April 30, with 5 winners a day being selected based off of their social
distancing/shelter in place home videos.

On April 11, the U.S. reported its highest daily toll of COVID-19 fatalities. |Trump also stated
that he will not reopen the country until he knows the we will be healthy. Due to this day of the
week having particularly bad news, the video post with the cute puppy captioned “bet this makes
you smile” could be a reason for higher engagement and response to the tweet.

Impressions

The most impressions of the week also occurred on April 11. This could be due to the fact that
the video posted was about puppies, which is a lot more relatable content for people to share
rather than a cool surfing or skiing video which only reach a certain audience. People love to
share and send videos of puppies, this could have created a larger reach of impressions on April
11.

Engagement Type

On 4/8/20 there was 469 mentions. Mentions are the most common type of engagement and this
day racked up the most. Mentions are probably most common engagement type on twitter
because it is like tagging a friend on a post. Rather than re tweeting it and having it appear on
your time line you can just @ a friend who you think would enjoy the content.

Engagement Sentiment

Most of GoPro’s engagement is neutral, this being that they don’t post many controversial things
or come out with products of that nature. Their platforms, for the most part, are simply posting
the content of their creators for people to watch/share/use for inspiration. Mostly just posting
videos that pertain to creators, I think people have the tendency to watch and go, or watch,
mention someone, and go- creating neutral sentiment. They do have more positive than negative
sentiment for the data collected this week. The most positive day was April 7. A definite reason
for this is because they posted a video of New Yorkers applauding healthcare workers from their
windows all over the city for #World Health Day.
Followers

There is a decreasing trend of followers for the week of data selected. This could be because the
content being posted, which is mostly videos from people at home, does not interest their
audience as much. A lot of GoPro’s audience are athletes, travelers, and people who do
extraordinary things and film them (i.e. skydiving). This time period may have caused a drop in
appeal from that major target audience.

Gender

GoPro’s audience is predominantly male. The statistics of their audience is 22% female and
78% male. This makes sense because in 2019 it was reported that women made up only 20% of
the behind the scenes work in the film making industry. In alignment with that statistic, only
20% of women are following this film product company.

Age

It does seem like GoPro reached the right age groups this week, but they could’ve done better
reaching their younger audience. Their main audience is “35 and older” which makes up about
72% and their next largest being “17 and under” making up about 14%. This is probably
because those two age groups represent creators in the work force using their product, and young
teens getting inspiration. GoPro blew up in the past 7 or so years because of young teenagers
making aesthetically pleasing and adventurous vacation and travel videos. Something they could
do to keep drawing in that young crowd would be to post those type of videos while using the
realistic videos for older generations (i.e. jay Alverez YouTube channel).

Influential Authors

India today has the most followers but a low influential score. GoPro, their own social media is
up there with the number of followers, but they also have the highest influential score of 99.5.
And they utilize this by posting constantly on all of their own platforms and social media
accounts.

Audience Interests

For other interests on Twitter, I noticed that people interested in the Moto X (a smartphone) had
a high affinity with interest in GoPro.

SEE CHARTS BELOW:

60

50

40

30

20

10

Potential Impressions
20000000
17895082
18000000

16000000

14000000

12000000

10000000

8000000

6000000

4000000

2000000

0
4/6/20 4/7/20 4/8/20 4/9/20 4/10/20 4/11/20 4/12/20
 Engagment
600

500

400

300

200

100

0
4/6/20 4/7/20 4/8/20 4/9/20 4/10/20 4/11/20 4/12/20

Retweets Replies Mentions

Engagement Sentiment
600

500

400

300

200

100

0
4/6/20 4/7/20 4/8/20 4/9/20 4/10/20 4/11/20 4/12/20

Basic Positive Basic Neutral Basic Negative

2205200

2205000

2204800

2204600

2204400

2204200

2204000

2203800
4/6/20 4/7/20 4/8/20 4/9/20 4/10/20 4/11/20 4/12/20

22%

78%

Male Female
 14%

6%

9%

72%

17 and below 18-24 25-34 35 and above

Posts
700
600
500
400
300
200
100
0
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er Jap ana ppin rma om rtu Ch Turk Pe rela o R agu ira kist inla Om lge ela Cyp em ldiv rag nam
m C ili e ol Po I rt r m Pa F A B t a a a
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 Top Influential Author
6000000 120

99.6
5000000 100

4000000 80

3000000 60

2000000 40

1000000 20
5.4 5.1 7.5 4.6 7.7
4.2 3.9 3.9 4.1
0 0
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Followers Influence Score

3.5% 600
540.97
3.1%
3.0%
500
2.7% 2.7%

Affinity Comparing Percent on Twitter

2.2% 400
2.1%
2.0% 1.8% 1.8% 1.8%
300
1.5% 1.3%
1.2%
200
1.0%

100
0.5%

0.0% 0
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Percent in this monitor Affinity