Tag Archives: behind the scenes

I love that big brands are catching on to the power of video marketing, but even the biggest of brands have the occasional misstep.

There’s a lot to praise with American Airlines. The company has been churning out quality videos for years, and they’re responsible for one of my favorites. I also love a current series.. sort of.

Behind-the-scenes video marketing

American Airline’s YouTube channel features a whole playlist of behind-the-scenes videos. This is something I highly recommend for businesses. If you’re looking for video content ideas, this is one of the easiest and most interesting series you can produce.

Start with the company itself. Produce a story on each department… from management to manufacturing… from HR to the custodial department. Introduce us to the people who staff those departments, show what they do and how it impacts customers. The more viewers learn about your business and the people behind it, they more they’ll trust you… and want to buy from you.

Something to avoid

Which brings us back to American Airlines. Again, I love that they did the series. Unfortunately, it falls flat for two big reasons…

• the videos are way too long. 4-minutes… 5-minutes… videos like these should be 2-3 minutes, tops.
• the videos just don’t come off as professional. There are audio issues… camera problems… some uneven editing. That may be acceptable if you’re a small company, but not when you’re a Fortune 500 brand.

Their misstep is your cautionary tale. Coming up with a good series idea is only part of what needs to be done. You also need to execute. Viewers are more sophisticated than some people give them credit for. When they see something substandard, they tune out… or in this case… click away.

Behind-the-scenes videos can put your company in a new light, but make sure your production doesn’t make it an unprofessional one.

–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 12 Telly Awards for its work over the last eight years.

Taking customers and prospects behind-the-scenes at your business is a great way to show them why you’re the one they should hire. And while one video is great, a series of behind-the-scenes videos is event better.

Need an example? I continue to use my Alma Mater. The University of Southern California athletic department’s leaders produce tons of videos, and none better than the ones that take us beyond the football field.

They’ve shown us how coaches motivate their players, student-athletes having fun around campus, even players taking a humanitarian mission to Haiti. All of the videos offer USC alumni and fans a look at life off the field.

The latest example is the school’s preseason edition, and it offers a valuable lesson. USC just opened a new athletic facility. It’s AMAZING! The video takes us into the new building. We hear from the players about what they like, but most of the comments are focused on how the facility should impact play on the field.

In many cases, it’s not enough to take someone behind-the-scenes. You have to give them a reason for why it matters. USC’s video makes things clear… improved training rooms keep players healthy, a lounge helps build team unity and the new facility provides extra incentive to “earn the building.”

Your videos need to do the same thing. If you’re going to show people how you make your products, make sure they understand how your process impacts price, quality, whatever sets you apart. If you’re showing how your team works together, highlight how that teamwork impacts the customer’s experience.

Take customers and prospects behind-the-scenes, but make sure your videos are still focused on them.

–Tony Gnau