The content ends up selling the cameras.
The ubiquity of hi quality photo and video devices conveniently located on the Smartphone turn brands into owned content producers and user-generated aggregators.
Burberry is a prime example of a brand making its own content and using it on Instagram, Facebook, and Twitter to engage customers.
This week GoCamera promoted a user generated video on Youtube to spread awareness about its cameras.
Cool and shareable content generates sales because it feels more personal to consumers than TV commercials and it hits people on the go or at their computers.
Even more, content production is cheap and the marketing on social platforms is free.
Having a content strategy is a new and more subtle form of advertising.