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Today, consumers want authenticity and connection. They want to know what’s real when it comes to stories, people, and values that lie @wr behind their favorite brands. In creating these connections, nurturing trust, and differentiating itself, behind-the-scenes content and brand storytelling have emerged as powerful tools. Here’s why Behind-the-Scenes content works, what makes it effective, and how brands can zero in on using it to really resonate with audiences.
Why Behind-the-Scene Content Works
BTS content speaks directly to that inborn curiosity we have about how something is made and our inborn need to relate to other people. When a company exposes the process, the people, and the values behind a brand, it offers a level of transparency today’s consumer finds refreshing and quite relatable. Instead of an immaculate sales speech, BTS content exposes the real side of a brand that thus turns out to be more humanized and accessible.
This is an especially potent force for those consumers who consider ethics, sustainability, and social issues when making purchasing decisions.
For example, brands that depict ethical sourcing practices or the craftsmanship involved in each product connect with audiences who appreciate sustainability and responsible production. This type of content also appeals to both Gen Z and Millennials, who base more and more of their purchasing decisions on whether brands reflect their personal values.
Key Elements of Effective BTS Content
Personal stories and team spotlights
Showing the people behind the brand really lets your audience think of the brand more as an entity peopled by real people, rather than some sort of faceless entity. For example, the introduction of the members of a team, employee stories, or even a day in life at the company lets the viewer connect to the faces of the brand. A very popular example is that of Patagonia; it shows employee stories to illustrate that part of being an employee there is all about environmental passion and sustainability of practice.
Our Product Creation Journey
Showing from concept to finishing touch makes people appreciate the thoughtfulness and craft put into making any particular product. This could be in literacy fashion, food, technology, among other industries. For example, Warby Parker allows their customers to understand the care put into designing and crafting each individual pair of glasses by giving them a look at the process.
Values and Mission Highlighted
People are increasingly looking for brands that offer more than just a product they’re selling. Publishing content with a brand’s personality and mission can also help the business connect more meaningfully with audiences. For instance, Ben & Jerry’s frequently publishes behind-the-scenes content about their social activism that has greatly contributed to the loyal following of people who share a similar passion for social activism.
Best Platforms and Formats of Behind-the-Scenes Contents
Social Media Stories and Reels
Instagram, TikTok, and YouTube are perfect formats for short pieces of relatable BTS content. Quick snapshots of day-to-day things, having fun on the team, or really short interviews are highly captivating. For example, Instagram Stories can provide an avenue for brands to share candid moments that get deleted in 24 hours to create an experience of grandeur or something that unfolds in real time.
Vlogs and Documentaries
Longer-form video content can talk more about a brand, its productions, or values. Brands are utilizing YouTube, their website, or blog sections for longer-form videos; for example, a behind-the-scenes documentary on how a product is made, or an interview with one of the founders talking about the mission of the brand.
Live Streaming
Live video makes this even more interactive, and viewers can engage in real time. In this scenario, a brand might offer virtual tours, conduct live Q&A sessions, or even introduce new products on Instagram Live, LinkedIn Live, or YouTube Live. For instance, it could be a live tour of a company’s facility or studio where customers get to see first hand how products are made and have their questions answered in real time.
Examples of Viral BTS Campaigns
Ben & Jerry’s: Activism and Social Impact
Ben & Jerry frequently create content on the work of the company around social justice, bringing customers closer to its advocacy and concerns like climate justice and racial equity. Ben & Jerry’s creates a following loyal to meaningful social change, which is what results from this.
LUSH Cosmetics: Sustainability into Action
Lush’s “Naked” campaign with their zero-waste, unpackaged products went viral because it really showed the commitment of Lush towards sustainability. The company presented itself in a very valuable way; it let the audience see its earth-friendly processes and products. That really showed strong values to solidify Lush as an environmentally-friendly brand.
Nike :Nike innovated with the use of stories from the athletes and product design
Nike often highlights athletes, designers, and engineers participating in the production of its products. By showing not only hard work but also real stories of the people behind its innovative designs, Nike makes customers feel part of the journey of the brand, creating loyalty among them for upcoming product launches.
Why This Content Goes Viral
BTS content resonates because it allows customers to be insiders with a behind-the-scenes view that feels exclusive and authentic. It goes past the product into the people, stories, and values constitutive of this brand. In today’s social media-driven world, content that feels real and is relatable will be more shared, liked, and commented on, thus giving it that snowball effect to go viral. Material like that can help brands give customers a behind-the-scenes look, creating an emotional connection with an already dedicated audience that will engage with the content and become brand advocates in the process.
This is powerful marketing because it fosters real connections beyond the simple advertisements that truly speak to the values and interests of today’s consumer.
