Social Media Creators Reach Vast Audience
By: Gary Risley
Amidst very public concern over the pending worldwide shortage of pilots, there is a group of social media creators reaching millions of people around the world through the documentation of their aviation adventures, lessons, and experiences.
Before a standing room only crowd at the AOPA Pavilion at AirVenture 2019, seven creators of YouTube aviation videos offered their insights into safety while filming in flight, their approach to determining when and where to make videos, and their motivation for making the videos.
It was evident that each of them has a strong desire to inspire others to learn to fly and become aviation professionals. From the rapid growth of their channels on YouTube and the comments received about the videos, it is clear they are reaching young people and inspiring many to start flying. Trent Palmer, Jason Miller of the Finer Points, JP Schulze of The Candourist, Stephen Thorne of Flight Chops, Josh Flowers of Aviation101, Matthew Guthmiller, and Chris Palmer of Angle of Attack all shared their perspectives with regard to the impact of social media on aviation and their approach to generating content.
The comradery among the content makers was apparent, and as Schulze noted, they are not in competition with each other but consider themselves to be making the pie bigger so that aviation itself may grow.
The variety of the channels represented was diverse. Some present adventure flying in Alaska, some are instructional videos produced by certified flight instructors, some explore the aspect of learning to fly various aircraft, and others approach the documentary level regarding the events shown. These channels have proven to be very popular, and several videos among the content makers have exceeded 1 million views. Some of the channel creators have in excess of 100,000 subscribers on YouTube.
Schulze noted that their channels are the modern magazine. Where 30 years ago somebody would walk by a magazine stand, see the cover, pick up the magazine and read it, today they see thumbnails on YouTube and click to see the content. Younger people watch YouTube videos about things for which older generations read magazines.
Although some of the YouTube videos may show extraordinary landings or aerial work, a common theme hammered by each of the creators was safety in the production of the video. Jason Miller quoted another pilot who said “You never get to see all the hills we choose not to land on.” In other words, the decisions made in regard to safety do not make it into the videos and may create a false impression that the flights approach the daredevil level. Each presenter described the extensive process he goes through to ensure a safe production.
For example, Josh Flowers noted that the preflight that you see on video is shown for the benefit of the audience, but the real preflight takes place without the distraction of the cameras running. When questioned by the audience about their go/no go decisions regarding video, each presenter reiterated that if in doubt the cameras go off or stay at home. Any distraction in flying can be dangerous, and if the cameras are creating distractions in a high stress situation or are otherwise an issue, each presenter stated that he would terminate the video. Several commented that they had made fantastic flights that were not recorded because they did not believe it could be safely done due to the cameras being a distraction in a high stress environment. They strongly encouraged anyone choosing to make in-flight videos to modify the pre-flight checklist so that all cameras are in place and operating before engine start and are not touched again until the termination of the flight.
Trent Palmer mentioned that “Kodak courage” is a real thing and that he not only keeps it in mind, but he also briefs those flying with him so that they can avoid that dangerous attitude as well. Each rejected the notion that the number of aviation channels had reached saturation on YouTube. They are seeing continued growth on their channels, they follow each other’s channels and new channels that are created, and believe there still remains a large untapped reservoir of individuals who would be interested aviation if they knew of the opportunities available to them. Education, inspiration, and relevancy were frequently mentioned regarding the creation of content and serve as the primary focus in what they do.
The desire to reach the next generation of aviators was evident in the stories told by the panel members. The excitement and joy they conveyed about individuals who have started flying because of their YouTube videos, or who receive their first exposure to general aviation was clear in their voices and mannerisms.Josh Flowers and Chris Palmer were interviewed following the presentation. They were asked: “What else can be done to reach the next generation of aviators?” and “Why they believe what they are doing has an impact?” Flowers responded to the first question, “We are doing it!” Palmer concurred.
In response to the second question, Palmer also noted that young people today seem to need to have permission to do things, and that the YouTube channels give them that permission. By viewing the channels, they learn it is okay to aspire to be a pilot, and that there are opportunities available to do so even if one is not rich, or chooses not to enter the military. Flowers noted that younger people often need “validation” concerning the decisions they’re going to make, and that the YouTube channels provide them the assurances they need to proceed forward with the decision to enter the aviation field.The experience of Flowers and Palmer has been that young people have little to no exposure to aviation and are not aware of the pathways that are available to them to enter the field of aviation. YouTube channels show them the various paths followed by the creators and serve to inspire some of them to take the next step towards an aviation career.
The empirical evidence indicates that traditional marketing approaches to reach young people regarding aviation careers does not work. From the rapid growth and success of the channels created by this small sample of aviators, it appears they have found a method that is succeeding in inspiring the next generation to come.
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