The Behind-the-scenes video production technique is perhaps the most effective strategy to humanize companies and create legitimate connections with consumers. By showing memorable moments, they create transparency and identification!
In this article, experts from Zelios, a professional video animation agency that works with midsized and enterprise-level B2B companies, share tips on how to incorporate this type of video content into your marketing strategy.
Facts & Stats:
- Up to 87% of viewers are more likely to watch a video if it includes behind-the-scenes content.
- Content showing a “behind-the-brand” perspective drives 61% more brand loyalty and yields 29% more likes than polished, scripted marketing material.
- 73% of consumers are more likely to purchase a product or service if they feel a personal connection to the brand, which BTS videos help establish.
- Interactive videos boast much higher completion rates (44%) and conversions (18%) compared to traditional videos.
Why BTS Videos Matter for Your Brand
In the era of attention, the more you have it, the better your chances of survival are. So here are three reasons why making behind-the-scenes videos is worth it.
- Authenticity to branding. It showcases real-life situations in various ways, so customers associate your brand with trust and honesty.
- It generates emotional engagement. Videos that include moments of relaxation and humor are great for generating familiarity, empathy, and loyalty.
- High impact on social media.
Quick and easy, BTS footage is perfect for spreading rapidly and impacting your audience. Honest, unfiltered, practically born to go viral.
Can you see how its main purpose is to “humanize” a company? That’s right! Reducing the “corporate aspect” is crucial for online growth.
Showcasing Your Team and Company Culture
When there are thousands of companies doing “the same thing,” how to gain mindshare? Well, one of the most direct marketing strategies is to acquire a human identity through behind-the-scenes content.
By creating a daily vlog in your workplace, for example, the audience’s perception shifts beyond that strictly corporate environment and starts to focus on the relationships happening along the way.
The public connects much better with real people than with corporate messages, so there are only benefits to the thing behind the scenes.
A sense of community and loyalty tends to emerge naturally afterward.
What are Effective BTS Video Content Ideas?
There are several BTS video marketing examples you can explore to achieve wonderful results:
- The production of something. Like a designer adjusting a layout, followed by someone printing and testing a project prototype.
- Manufacturing or providing a service. The assembly line in a factory or a professional explaining the step-by-step process of a technical service.
- Event preparation. This work behind the scenes would show people testing the lights, setting up a stage, or organizing materials hours beforehand.
- Bloopers. It compiles moments when people make mistakes in what they were saying or get confused during the recording.
- Fun moments. When the team engages in a fun little game amongst themselves, or they celebrate some achievement.
- Day-in-the-life videos. This behind-the-scenes footage should resemble everyday life, showing meetings, coffee breaks, and natural interactions.
- Customer reaction. Testimonials and impressions from someone receiving your product for the first time as a form of spontaneous feedback.
- Tools or tech tours. It could be a tour around your office, showcasing the technology in the “backstage”.
There are other BTS content ideas, and depending on the type of project you develop, at least half a dozen can be used to reinforce your campaign.
Integrating BTS Videos into Marketing Strategy: Pro Tips
Besides the format, other factors should be considered. So check the best bro behind-the-scenes video tips and never miss out again!
- Choose the right platforms. Since services like Instagram, YouTube, LinkedIn, and TikTok have different formats and audiences, consider posting on the ones that make the most sense.
- Use strategic hashtags. They help any behind-the-scenes footage to be found by people who don’t even know you yet, so use them purposefully.
- Find the right timing to post. At certain times, more people are likely to watch your video. Discover those times and take advantage of them!
- Mix BTS with other genres. Balancing formats is useful because it reinforces identity and keeps followers interested.
- Encourage engagement. Conducting polls, asking questions, and provoking in the comments is very useful for generating greater organic reach for the video.
- Make a precise edit. Appropriate edits, good lighting, and audio quality increase retention, even though the footage is meant to be spontaneous and natural.
By combining these professional techniques with the best content you have been filming behind the scenes, the chances of reaching a large audience are huge!
Summing Up
Despite requiring less production and post-production effort to create such content, learning how to use behind-the-scenes video provides you with a powerful marketing opportunity. It reinforces engagement, highlights authenticity, and strengthens audience trust, so there are only advantages for your branding.