I blogged last week about American Airlines’ pre-flight video. In short, I loved it and couldn’t believe American had created a video about something we practically know by heart and got me to watch.

That post prompted a Facebook comment I thought was worth some further exploration. Katie wrote…

This is a good reminder that even when your audience is “captive” you need to produce something good if you want them to actually pay attention! Makers of training videos… listen up!!

Really good point. Certainly for training videos, but really any type of video. I think back to some of the boring videos I’ve seen at conferences. Quality matters… whether your audience is clicking through on the web, or they’re a captive audience that “has” to watch.

The truth is you could have people watching but not paying attention. We all have the ability to tune things out, so your captive audience still might not be getting your message.

The solution? Produce quality videos. Make sure they’re shot and edited well. Help people connect with the content by incorporating the information into a compelling story.

And if you don’t know how to do it… hire a pro who’s a dedicated storyteller.

–Tony Gnau

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