We’ve all seen movie bloopers, celebrity Instagram snaps, and other behind the scenes (BTS) content. It captivates audiences and makes brands more human by giving viewers a glimpse of the people and process behind polished final products. Whether the content is raw or carefully edited, BTS videos and photos have become a popular marketing strategy for boosting engagement with audiences. By embracing authenticity, satisfying curiosity, fostering learning, building anticipation and forging connections, behind the scenes content captivates audiences and strengthens customer relationships.
Behind the scenes originally refers to theatre, where it is a reference to the “everything else” that goes on out of sight of the audience. This includes the costume area for quick changes, lighting and sound crew, and the people in charge of making sure everything goes on when and how it should. People who work behind the scenes are deeply passionate about their roles and derive satisfaction from seeing projects through to completion. Their humility and strong work ethic help them build trust and loyalty with their audience.
Authenticity is key in today’s market. Consumers want to connect with brands that are real and relatable, so showing them your team’s silly quirks and daily operations is a great way to establish a connection with your audience. In addition, BTS content can be produced with less formality and at a lower cost than fully polished media. So, it’s a great way to maintain consistency and keep your audience engaged without breaking the bank.