How Southwest Airlines Uses Live Video to Humanize the Brand


Derek K. Hubbard, Social Business Specialist at Southwest Airlines, joined me on episode 111 to discuss Southwest’s strategy with live video. This 45-year-old brand is embracing live video as a means to communicate with their customers, recruit new employees, and humanize the brand.

Derek reveals how their employees go through training and a practice run before going live. He also talks about the platforms Southwest Airlines has experimented with and reveals which have provided them with the most value. The insight you gain from this podcast can help you construct your own live video strategy.


Derek answers the question – How do you approach experimentation?

On this episode you’ll discover:

  • That Southwest Airlines started 45 years ago to fill the void of an affordable airfare with hospitality and how they now offer more than 90 destinations.
  • How being fun loving is a core value at Southwest and how the flight attendants all have unique personalities that often shine through in their safety demonstrations.
  • How Southwest Airlines is using live-stream video to provide a behind-the-scenes look, to reveal special news, and to recruit employees.


  • How they’re doing Culture Blitzes as part of their recruitment strategy by recognizing employees through live video and showing viewers a day in the life of a Southwest employee.
  • How the live videos from Southwest Airlines come from their employees and how they’re prepped before going live.
  • How Southwest Airlines shares test streams with their team before launching a live stream publicly.
  • How there’s a focus on D.O.T. regulation compliance when live streaming and how their training covers the Five Cs (content, composition, characters, continuity and closure).
  • What platforms Southwest Airlines tested before narrowing in on Facebook Live and Periscope.


  • How the leaders at Southwest Airlines are supportive of live video and how that allows for experimentation.
  • How the Southwest Airlines team is actively listening to find out what their followers want and how each of their live videos is 5-6 minutes.
  • Why Derek says B2C brands shouldn’t be afraid of live video and should be open to experiment with different ideas.
  • Why Derek suggests that B2B brands should consider live video to show how people benefit from your products or services and showcase their employees in action.

B2B brands should consider live video to show how people benefit from your products and services.  @derekkhubbard
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P.S. Our next podcast features Brewster Stanislaw, Head of Product, Attribution from Simply Measured.Subscribe to our podcast to stay current on new episodes delivered to your inbox every Friday!

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