Video content ranks number one in social media marketing these days. One of the best video strategies is behind-the-scenes storytelling.
Behind-the-Scenes Content (BTS) provides never-before-seen insight into what’s going on in a business. Examples include posts highlighting employees, workplace culture, and company events.
BTS content is effective because it gives businesses an authentic way to connect with their audience and build trust. Good BTS content focuses on revealing business processes versus products. The more authentic a video is, the more successful it will be.
Warby Parker, the eyewear retailer, produces BTS content that shows subscribers what’s going on within the company. For example, Warby Parker’s Instagram page recently featured a video featuring lifestyle influencer Katie Duke and her journey to finding a new pair of glasses at the company’s physical premises.
The video works because it takes subscribers behind the scenes, showing them how the in-person eyewear selection process works while providing a human experience and an impromptu insight into the company’s physical locations.
The contents of the BTS may even include a tedious process, such as picking, packing, and shipping the products. Feelgrounds, the German shoe company, has successfully done this on Facebook. The video is a sped up version of the running process paired with a Benny Hill theme song. It’s both entertaining and shareable.
The video also states that the Feelgrounds team is working “tirelessly throughout the weekend” to ship all pre-orders, creating a feeling of excitement and “fear of running out” around a new product.
Terrebleu is a Canada-based online wellness company that showcases brand culture using Instagram Reels. Videos include farm horses, lavender fields and company staff. Terrebleu knows its audience (wellness consumers) and the types of content to connect with, simple and effective to generate trust.
HelloFresh shows on TikTok its “day in the life” workplace. Whether it’s following employees through their day or sharing what goes into a food stylist’s preparations for a photo, HelloFresh reinforces brand values with a focus on people. who run the business.
The integration of trending music and sounds from TikTok is an added bonus, making the content accessible to potential customers.