Killing It With Video: Bombardier’s Success with Video Content
It’s 2022 and we all know video content is a crucial component of any successful marketing strategy. But what does that actually look like in real life?
Welcome to the first instalment of our “Killing it with Video” series where we highlight companies that are making exceptional videos online. We hope this series gives you a better understanding of the many ways in which video can help make your business better.
The businesses and brands we feature in this series know their strengths and are using the power of video to get noticed online, increase sales, and even go viral. Today we’re highlighting Bombardier and we’ll share some inspiring ways in which they’ve integrated video content to grow their online community and keep their audience engaged and up to date.
Bombardier is a Canadian company and a global leader in aviation. They currently manufacture business jets and have a history in the production of other aircrafts, trains, and recreational vehicles. Bombardier recently celebrated 80 years of innovation and is headquartered in Montreal, Canada.
You’ll find a wide variety of video content across Bombardier’s website and social media platforms. It ranges from corporate interviews to event recaps as well as shorter clips that showcase their groundbreaking planes in flight. Bombardier has a very active YouTube channel with over 50,000 subscribers and frequent uploads in both French and English. Their Instagram account has a following of over 300,000 aviation enthusiasts and travel lovers. They also actively post videos across Facebook, Twitter and LinkedIn.
Their high-quality video content offers viewers a well-rounded summary of their aircrafts as well as important events and milestones within the corporation. These engaging and easy-to-digest visuals keep consumers, investors, and the general public well-informed on all things Bombardier.
What They Do Well
Bombardier is doing many things well from a video standpoint. They feature enthusiastic hosts, celebrate diversity by highlighting women in engineering and design, broadcast events live, and more. Here are some of the key differentiators we see that make Bombardier’s videos stand out online.
Evolving and Consistent: The team at Bombardier is actively posting videos, photos, and updates across all their social media accounts. They realized the power of video early on and began publishing YouTube videos 9 years ago when they documented John Travolta’s experience aboard their Challenger 350 aircraft. Bombardier’s videos evolve with the times and they continue using modern song choices and trending sounds.
Enhancing the User Experience: Their use of video is further enhanced with features that help improve the user experience. A prime example of this is the bilingual captions and subtitles included in each post. Many users are viewing videos with audio disabled and having captions embedded in videos allows for a much broader and more inclusive reach.
Customized for Each Platform: Instead of repurposing the same video, Bombardier caters content specifically for the users on each platform. They feature more long-form content on YouTube, shorter vertical videos for Instagram, landscape videos for Facebook, etc. This shows they understand their varying audiences and have a different strategy in place for each platform.
Example 1: Personalized Announcements
We know that big news deserves more than an email and video is an excellent medium for showing that you care. In this case, Bombardier published a series of short videos featuring celebratory messages from various leaders and executives to mark 80 years in aviation.
ACTIONABLE TIP: If you’re working with a video production company for any reason, think about upcoming events or holidays that you may want to address in video form. You could film a small segment at the end of your planned production to share this with your audience in a personalized way. For instance, you have a corporate video shoot in November and could use this opportunity to also film a short “Season’s Greetings” announcement that can be published for your audience during the holidays.
Example 2: Sharing Behind The Scenes
One of the top trends we’re seeing in 2022 is the push for more organic and relatable video content. We see that Bombardier is doing that well with their new Pilot Talk series on Instagram. Each instalment highlights a pilot who then takes viewers onboard the aircraft and gives an exclusive behind-the-scenes look.
ACTIONABLE TIP: Video content doesn’t have to be filmed in a studio and edited professionally. Cell phones offer a convenient way to capture those raw and relatable moments that give your audience a better understanding of what you’re all about. Consider using your smartphone capabilities to capture candid moments that showcase the wonderful people behind your business.
Opportunities To Improve
Given the success of some of their viral videos on Instagram and YouTube, we believe that Bombardier would benefit from creating a TikTok account and repurposing some of that content. This could help build brand awareness among a younger demographic of social media users who are thinking about their future education and may be inspired to pursue careers within aviation, engineering, and design.
Bombardier could also consider adding a video highlighting the company story on the main page of their website to give viewers a brief overview of who they are and what they stand for. With the click of a button, visitors to the website can easily gain an understanding of Bombardier's story within a few minutes.
About Winter Summer Media
We create premium visual content for corporate videos, interviews, announcements and events. A simplified approach to all your B2B video marketing needs.
