People are naturally interested in what goes into a finished product. Whether it’s a movie blooper or the DIY video that got a million likes, audiences are captivated by the process that creates a final result. Behind the scenes (BTS) content is a powerful marketing tool that can humanize your brand, strengthen your online presence and nurture customer relationships. BTS content includes photos, videos and other content formats that showcase a brand’s employees, procedures and creative processes.
Using the example of Burt’s Bees’ viral video, which shows the real-life struggle and triumph of a makeup artist applying foundation, this type of content gives viewers insight into a brand’s authenticity and relatability. By providing a glimpse of the work that goes into creating something, it builds trust and encourages followers to support the cause.
When it comes to film sets, there are many people who need to work together in order to produce an aesthetically pleasing video. Gaffers ensure that the lighting is just right, while grips make sure each shot is perfectly framed. Production assistants are in charge of everything from scouting picture-perfect locations to navigating local permits.
And then there are post-production professionals, who cut and splice hours of footage into the final video that audiences see. While this may not be the most glamorous job on a film set, it’s one of the most important jobs in the entire movie making process. In fact, this is where our study focused: we hypothesized that participants who watched a behind-the-scenes video appended to an episode of Deep Look would perceive the brand as more authentic than those who just saw the original episode alone.
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