The behind the scenes (BTS) portion of a movie, TV show, concert, or film is an alluring element that draws audiences closer, making them feel part of something bigger. It’s the human connection, the blooper reel, the stumbling and sweating that fuel our fascination with behind-the-scenes content.
BTS videos are one of the smartest marketing strategies for businesses, filmmakers, and creative entrepreneurs, as it doubles your content and strengthens audience connection and trust for a fraction of the cost of a standard video production. BTS content showcases the personality and authenticity of your brand, letting people see your team members’ quirks, a day in the office, and the process that goes into creating products or services.
A recent study by researchers at MIT and UC Berkeley found that watching BTS content increases perceptions of an episode’s authenticity and enhances engagement, similar to how listening to a live recording or a podcast increases listenership. The study’s authors theorize that the increased engagement is due to the emotional impact of watching a real-life process and the feeling of connecting with the creators and participants.
Whether you’re an entrepreneur or a large corporation, there are endless opportunities to capture compelling BTS content. Highlight your product design or service process, a time-lapse of set up for a content shoot, or an on-the-fly blooper reel. You can even use BTS to tease an upcoming launch and generate excitement among fans. This type of content reaches consumers who wouldn’t be exposed to your business otherwise and is great for generating social media buzz and building brand awareness.