Making Video Content Matter To Viewers

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Like many of you, I’m not a fan of Facebook pushing ads into my news feed. It’s pretty irritating, but I have to admit it’s providing me with some good video content examples.

The latest one comes from aviation giant Boeing. I was scanning my Facebook feed yesterday when I noticed a Boeing ad. It had a video player… no surprise that’s what caught my attention. The video was a straight-up PR video, and it’s really good.

What you do isn’t boring

There’s some pretty flashy editing, but the best part… it tells a really nice story. It’s a classic example for any business owner who doesn’t think what they do is interesting. In the hands of a quality storyteller, that just isn’t true.

Boeing tells the story of the winglet on the company’s new 737. Seriously. You know, that little upturn at the end of the wing. They devoted a story to that… and it’s interesting… not to mention they explain why it’s relevant.

They talk about the challenges of improving a popular, existing product (the 737)… they explain what a winglet is and what it does (improves wing aerodynamics)… and then why it matters you to you the viewer (saves fuel, good for the environment). That’s just good storytelling.

Tell us why your video content matters

I especially like the way they end with why it’s important. My mentor as a young TV news reporter was Steve Hartman at CBS News, and Steve used to always drive home to me that it’s always good to remind people why they’re watching… let them know why they story matters to them.

You don’t get that from a lot of corporate video content. Too much of it is, “Look at us! Aren’t we great!?”

What it should be saying is, “Here’s how we’re helping you. Here’s how we’re making a difference in your life.”

That’s good storytelling.

–Tony Gnau

Tony Gnau is a three-time Emmy-winning journalist. He is also the founder and chief storytelling officer at T60 Productions. T60 has won 11 Telly Awards for its work over the last eight years.