How Behind-the-Scenes Content Could Work for your Business

We’re all familiar with behind-the-scenes clips. Those little slices of insight that expose the magic of film making, giving the gift of ‘never seen before’ extra footage and making us laugh with blooper reels. Sometimes the extras can be more entertaining than the feature itself. It helps us feel part of a very special ‘insider’ community. 

Studies have shown that browsers are more likely to watch a video if it includes behind-the-scenes content. Why? Pure and simple curiosity. We love to learn about the ‘real’ goings on of glossy brands. It explains the popularity of reality television shows; the chance to enjoy the shenanigans of people who haven’t been scripted. It’s the authenticity of ‘normal everyday people’ that draws us in, not the highly polished multi-million pound productions that smack of artificiality. 

You may not be a Hollywood studio, but you can humanise your business and win new clients with some savvy behind-the-scenes clips using a simple smartphone. Social media is the perfect medium for sharing information in quick, attention-grabbing snippets so keep reading to learn how you can incorporate behind-the-scenes content into your digital marketing strategy.

Pick your medium

Behind-the-scenes content can be created using video and photography. You don’t always have to use film footage to make an impact on social media, so that’s already a little less pressure to perform in front of the camera.

I highly recommend avoiding stock photos if you can help it. They do little to instil confidence in potential customers and give the impression of laziness or worse, blatant disregard. Smartphones have excellent built in cameras, so have fun picking up behind-the-scenes life and laughs. However, if you'd like to call in a professional photographer, I’d be happy to help.

Pull out that smartphone again but this time, press ‘record’. Don’t flinch, practice makes perfect! Unlike still photos, video is especially effective at portraying emotion. Again, as a skilled videographer, I can help you build your brand using the power of film and welcome you to get in touch for a chat. 

Tell Your Story

Take people on a journey by inviting them to get to know you, your team and your product. By building an emotional attachment to your business, browsers will choose your brand first.

Storytelling works. It’s the most effective way to build brand awareness in a cynical world that’s tired of fakeness. If your content isn’t ‘real’, people will see through you; instead, forget about slick content and adopt a strategy that taps into your audience’s emotions, opinions and beliefs.  Behind-the-scenes footage is the perfect way to show your true self to the world and bring value to your business. Be honest, forget the hard sell, talk about what motivated you to start your business and what keeps you going. 

A behind the scenes video showing how a case study video was filmed at Ulster Hospital

Choose the right kind of behind-the-scenes content for your brand

The trick is to create engaging behind-the-scenes content that’s informative, entertaining and not too polished. Remember not to expose any confidential information during your filming, especially if you’re live streaming. Depending on the kind of business you own, consider the following behind-the-scenes examples, all of which will add another level of transparency to your business marketing:

• Delve into processes - why not film how your product is made? Or if you’re promoting a service, offer insight into your work processes. Keep the script light, if scripted at all, have fun and keep it fairly short and sweet.
• Interview your team - instead of firing questions while they’re sitting at their desk, why not film them while they’re doing what they do best? 
• Interview clients - requesting feedback from happy clients is a live action testimonial.
• Get out and about - not everything has to focus on the product. Capture your team outside of the office to show the human side of your work. A word of warning: make sure everyone is happy to be filmed and that they don’t feel pushed into behaving a certain way. Viewers will see through unnaturally stiff interactions and question your motivation.
• Talk about your ‘why’ - people will respond positively to the passion you have for your business. Tell them your story, talk about why you started your business, explain your mission and business ethos.  Getting ready to film the interviews

I hope you’ve overcome any last minute nerves about behind-the-scenes footage. With some planning and imagination, you can really mix up your digital marketing output. If, however, you’re pressed for time or unsure of how far your smartphone skills actually extend, let’s chat about how I can help.