Videos Need To Benefit The Audience

Southwest Airlines recently posted a video that’s supposed to give us a look behind the scenes of a day at Dallas’ Love Field.

Okay, that’s fine, but here’s the thing… so what? Why as an audience member should I care?

I feel like this is the classic example of a video where someone simply said, “Wouldn’t it be cool if we gave people a behind-the-scenes look at what goes on in a typical day at the airport?”

I love the sentiment, but as a marketer and audience member I demand more. “Wouldn’t it be cool” isn’t a reason to go through the time and expense of producing a video. This video does give us a behind-the-scenes look, but how does it benefit me as a traveler? It doesn’t.

If you want to stretch it, I suppose you could say it demonstrates how hard Southwest team members are working for the customer… but that’s a real stretch.

Whenever you’re working on a video, keep asking yourself… why should the audience care? If you don’t have an answer that’s going to ultimately further your brand… you need to refocus.

–Tony Gnau