Long-time VideoNuze readers know I'm continuously following how brands are reinventing the way they communicate with customers and prospects through the use of online video. The latest example to hit my radar is JetBlue, which has just launched a video-rich area of their web site called "Experience JetBlue." As this article notes, JetBlue has recognized that customer testimonials about tangible attributes (e.g. more leg room, on-board TV, etc.) provided in an authentic, non-interruptive way, resonate well. Beyond the four current testimonials, there is also a ton of background video in the mini-site.
Coincidentally, I just flew JetBlue back and forth from Boston to the west coast this week. One other thing I'd say about why this customer testimonial/online video approach works is that they're true and accurate, which speaks to the opportunity and risk of this approach. When real people are featured, they better be telling the truth, or trust in the brand will be seriously damaged. But if they are, then there's a lot of upside. The success of user-review sites like TripAdvisor, Yelp and others shows that people really do care what other people have to say. Video just enhances things further. As a result, I expect we'll see more brands go this route.
VideoNuze is the authoritative online source for original analysis and news aggregation focused on the burgeoning online video industry. Founded in 2007 by Will Richmond, a 20-year veteran of the broadband, cable TV, content and technology industries, VideoNuze is read by executive-level decision-makers who need to get beyond the standard headlines and achieve a deep understanding of online video’s disruptive impact.