Nowadays, social media users prefer authentic content over overly polished content that brands display on their social media pages. One way brands can demonstrate genuine authenticity is by sharing behind-the-scenes images of their products.

Opening the curtains to show people what happens in your business helps show the human side of your business. This content format can also help you reaffirm the values your brand stands for. This article will guide you in creating behind-the-scene content that builds trust. 

What is Behind-the-Scene Content?

Behind-the-scenes content is unscripted videos that show what happens in your business. They capture the candid moments happening in the company without any edited videos, staged setups, or formal dialogue. The goal is to provide the viewers with an inside look at their efforts, processes, and the people involved.

The content can vary and have a different goal, such as showing the processes involved in creating the product or providing users with a preview of the company culture. Regardless of the business, there is always an opportunity to create behind-the-scenes content. 

For instance, if you are a restaurant, you can showcase the ingredients used in making a meal. If you are a cake shop, you can showcase the process used in baking a cake or even decorating one. If you are a content creator, you can showcase the rehearsal process. 

Why Behind-the-Scene Videos are Effective For Marketing

There are several reasons why you should consider behind-the-scenes content for your brand. These include:

• Showcasing your brand values and culture. Your brand may have that creative and fun personality. However, unless you show this to your fans, they will never understand. Therefore, use the behind-the-scenes videos to showcase your brand values and culture, and position the brand as relatable.
• Spur curiosity. One type of content that drives people's interest is the one that spurs curiosity. People often want to know how products are made. Therefore, you can take advantage of this and show them how your brand is created. This can help them connect emotionally with the brand.
• Authentic content. Behind-the-scenes content is usually unfiltered. Due to the realistic and raw nature of the videos, they easily resonate with your target audience. This is particularly important in an era when customers seek content that demonstrates authenticity and transparency.
• Less formal. BTS content is usually less formal, resulting in engaging and conversational videos, which means that these videos are a great choice for building a strong relationship with your audience and making them feel like they are part of the team. 
• Create a non-promotional vibe. In an era when social media users have many content options to choose from, they have no time for promotional content. BTS content enables brands to promote their products without feeling like traditional promotional videos. Instead of emphasizing the need to buy the product, they show the processes behind it, and help their audience unknowingly connect with the product.
• Drives engagement. Many people are seeking authentic and engaging content. BTS content provides raw and unedited videos that are enjoyable for viewers. This can result in people sharing the content, leading to a higher brand reach and exposure. 
• Cost-effective. BTS content doesn't require a lot of equipment like other marketing videos. It can be shot with a fairly good mobile phone and doesn't even need an editing budget. This means it can be a marketing option for businesses of all sizes and budgets. 

Effective Behind-the-Scene Content Ideas

The way you create behind-the-scene videos will vary depending on various factors, such as the business, product, and platform on which you are marketing and distributing the video. If you are looking for ideas for your BTS videos, here are some options to consider:

Highlight Your Staff 

As we mentioned earlier, your BTS content is effective for showing the human face of your brand. By showcasing the team behind the brand and highlighting their connection to the product or service, you can establish rapport and trust with your audience. You can interview your team so that people can see the people behind the brand and, therefore, help put a face behind the brand. This can be helpful, as consumers tend to trust human faces more than brand logos.

Day-to-day Videos 

When customers only see the finished product, it can be challenging for them to demonstrate how the product came to be. Fortunately, you can correct this by creating videos of a day in your life. These videos can showcase the challenges involved in producing the product. You can, therefore, use these videos in your social media marketing to make your brand more valuable and relatable. 

Fun Videos 

Creating fun videos can be an effective way to ensure your audience remains engaged, providing a welcome break from the all-too-common promotional videos. With consumers now spoilt for choice on entertaining videos, you can stand out from the crowd by creating fun videos. Therefore, you can have your staff engage in a challenge, such as swiping a bottle for a chance to win a product.

Showcasing Your Achievements

If you only showcase your brand, the making process, or your team, you will soon be lost in the choice of content to create. To avoid that, not to mention avoid being monotonous, you need to think of a new content angle for your BTS content. One option to consider is showcasing your accomplishments. This can also have the advantage of building better relationships with your audience and increasing their confidence in your brand. 

Project Planning Process

Do you have an upcoming event, such as a product launch? Why don't you show your audience behind-the-scenes videos of the planning process? These can make interesting videos as your audience watches the intricate details, raising the level of anticipation of the brand.

Tell Your Brand Story

A compelling story resonates with most people and can be an effective way to help your brand build a personal connection with your audience. The right story can help capture the audience’s attention and leave the necessary information in their memory. This is, in fact, one of the reasons why many brands are now using relatable brand storytelling to drive brand awareness and increase conversion. 

Top Tips for Creating Killer Behind-the-Scenes Videos

To make your behind-the-scenes videos more effective, use these tips:

Take Time to Edit the Videos

We have already mentioned that one advantage of BTS videos is that they show the authentic side of your brand, as they are a departure from overpolished content. However, this doesn't mean you should post them without editing unless you are doing live content. 

After all, not all the clips you have taken will be suitable for BTS. Therefore, start by selecting the best clips for your BTS content. During the editing process, ensure that you also include the right videos and music to make the content unique. Ensure that you add captions in your videos to increase their accessibility for people with hearing problems. 

Choose the Ideal Length

Consider the ideal length of your behind-the-scenes videos. This will depend on the platform you will be using and the video's goal. For instance, if you plan to post the clip on TikTok, you should keep it under one minute in length. On the other hand, if you are interviewing your director for a video to be posted on YouTube, you can have the video as long as one hour or more. However, the general rule of thumb for BTS content is to keep it concise and engaging, ideally within one to two minutes.

Audio matters

In a behind-the-scenes video, you'd rather have a camera that is a little shakier than poor audio. Even when aiming for authentic content, ensure that you retain an element of quality and professionalism. While people want to see what happens behind-the-scenes, they also want to hear the conversations of the team. This is what will help you build a connection with your brand. Therefore, make sure you have the best audio possible.

Capture as Many Times as Possible

To maintain the professionalism we mentioned earlier, you also need to ensure that you are capturing the best shot. Don't be afraid to film the same scene multiple times until you have the perfect shot. Ensure you have the right equipment to capture high-quality videos.

Focus on a Story

Great BTS content isn't usually random, but it tells a mini-story. Therefore, start by filming the setup, the action, and the celebration when everything is completed. Ensure you capture the entire experience, including the people, the tools used, and the overall vibe of the process. 

Final Thoughts

Many businesses have yet to start leveraging behind-the-scenes videos because they feel that it will make them look unprofessional. Others think that they would be oversharing when they show those raw and unedited videos. 

However, this is not true, as behind-the-scenes videos can help tell the brand story in a way that traditional advertisement wouldn't. Therefore, use the above guide to make behind-the-scenes videos that will take your brand to the next level.