Whether you’re an influencer, brand or creative, tapping into the authentic side of your brand is key to building trust and loyalty. While there are a multitude of ways to do this, one tactic that’s becoming increasingly popular is behind the scenes (BTS).
The BTS trend has been fuelled by the growing desire among consumers for more transparency in their brands and products. People want to know where their food, clothes and makeup come from, what goes into their productions and how the final product is made. For creators, this is an opportunity to forge a deeper connection with their audience and turn casual viewers into loyal fans and advocates.
There are many different types of BTS content, from video and photos to blogs and podcasts. However, the most effective are those that show the team or crew at work, allowing their personalities and quirks to shine through. These moments give a glimpse into the day-to-day operations of the business and can also be used to highlight specific projects or milestones.
People are attracted to behind the scenes content for a variety of reasons, from the human connection evoked by knowing that creators make mistakes too (even if their final output is perfect) to the curiosity satisfaction of seeing how a trick is performed. The latter can even be educational for aspiring professionals, giving them valuable insights into the strategies of their role models. This type of content can also be incorporated into user-generated content (UGC), making it an essential element for any successful photo and video marketing strategy.