Why do airline safety videos keep going viral?
If you've watched – I mean really watched – a flight safety video lately, chances are it was sitting in your desk chair, not sitting in a Delta aisle seat. It seems hard to imagine that step-by-step instructions for using a seatbelt would turn into Internet Gold, but many of those videos have, whether because the airlines collected memes, dusted off the Men in Black or highlighted the majesty of nature. They're so popular that some carriers are releasing trailers for their safety videos – and sites like ours will write about that too. Even infrequent fliers are interested in that FAA-mandated list of safety tips... but why?
Mashable asked that question and learned that it's a hard-to-nail-down combination of creativity, cleverness and several carriers' attempts to differentiate themselves with, say, a well choreographed (and literal) safety dance. As Mashable wrote:
"Safety videos have an inexplicable yet undeniable appeal on the web. Put it on a seatback screen in front of a passenger and they’ll suddenly be enthralled by the view of the catering truck out the plane window, but release it on YouTube and millions of people will share it with their friends."
Virgin America released the first noticeably original safety video in 2007, one that featured animated passengers learning how to fasten their oxygen masks. It also had a "dry but sassy tone" that set it apart from the inflight snoozefests that were being shown on other airlines' seatback screens.
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The safety video started to come into its own as shareable, outside-the-airplane entertainment when Air New Zealand released its "Bare Essentials of Safety" version, which showed crew members wearing nothing but body paint and holding well-placed life vests. The carrier has since followed that up with 10 more safety videos — including Hobbit and Men in Black themed vids — and has collected more than 65 million online views in the process. The airline says that those videos have increased awareness of its brand and have led to increased ticket sales, as well.
And other airlines continue to release their own punched-up versions, hoping for the same success. Although finding a clever way to remind passengers that their seat cushions can float is great for YouTube views, does it actually distract from the 'safety' part of the safety video? You could argue either way. If adding a catchy song or interesting visuals makes more passengers pay attention, then you've nailed it. But some industry insiders feel like Hobbits, memes and decade-old Will Smith movies just blur the real message. Flight attendant Heather Poole told Mashable:
"After the safety video, I still have to remind many passengers to fasten their belts, put their seatbacks up and stow their bags completely under the seat in front of them."
But, despite some concerns or "I've had enough"-style eye rolls, next year will undoubtedly bring another collection of internet-ready safety videos. And we'll all watch them, you know we will.