A behind the scenes (BTS) video gives your audience a sneak peek at what goes on during production. It shows your audience that you are transparent about the process, it humanizes your brand and it encourages them to join you on a journey. This is especially important in a world where trust doesn’t come easily.
BTS is a concept from the theatre industry that describes everything that takes place in front of the stage but not seen by the audience. It includes things like costume areas for quick changes, lighting and sound. Behind the scenes also encompasses all the people in charge of ensuring that what happens on the stage, actually does happen when and how it’s supposed to.
Whether it’s an interview with your team, the set of your next video or a compilation of bloopers, BTS content is all about showing your audience the real you. It strips away the squeaky clean mask of traditional marketing and invites your audience into the magic.
In the current study, we analyzed the impact of different types of behind-the-scenes content on audience perceptions of authenticity. The results indicated that participants who watched a produced behind-the-scenes video had higher perceptions of authenticity compared to those who saw a slideshow. These effects were stronger for women than for men. This effect was mediated by perceived authenticity, which was measured in the current study using an adapted version of the Authenticity Scale created by Goffman and Meyrowitz.