DVDs may have gone the way of the dinosaur, but people’s love of behind-the-scenes content has stuck around. From movies to music videos, product launches to commercials, anywhere there’s a camera, there’s likely another camera fixed on what’s happening in the background. It’s something brands need to strongly consider when producing engaging video content.
Hallmarks of a BTS video
The appeal of BTS video is twofold. First, it needs to be loose and personable. Even a well-polished BTS video should make viewers feel like they’re getting a special, more humanized peek at whatever the core focus of the finished product is. Second, it needs to be authentic. If BTS content feels staged or curated, it instantly loses its appeal.
Some examples of BTS moments that live up to both stipulations of a true look behind production include:
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Candid moments with the production crew, acting talent or others on set (or on location)
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Featured shots of real-time production, showing an unpolished look at raw filmography
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Genuine moments of joy, sorrow, anger, surprise and happiness from those involved
· A look at equipment, props, sets and other essential filming items
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Interviews and/or voiceover
providing context for the BTS moments being shown
While these might seem like tight parameters to follow, there’s a world of opportunity to produce BTS content that’s unique and captivating without being formulaic. For example, consider the major differences of this BTS featurette from the 2020 movie Tenet and this BTS look at the making of The Weeknd’s Blinding Lights music video. Both have millions of views from avid fans and followers.
A resurgence in popularity
As mentioned, people have always had love of behind-the-scenes footage. Today, it’s making an even bigger push into the mainstream as demand for content becomes prolific. People don’t just want to interact with a video—they want to go deeper and get an extra-special look at how it came to be.
There’s no better example of this demand than the BTS pictures and video that leaked after the wrap of the Avengers: Endgame in 2019. The internet went absolutely wild for these candid shots, which got tens of millions of views in mere hours. Marvel eventually released several BTS videos, which similarly racked up the views.
How brands can capitalize
BTS videos are ideal for brands that create polished marketing and advertising materials. They’re a great juxtaposition against these carefully curated pieces of content and can really humanize the brand itself.
That said, any brand can capitalize on the personality of BTS videos. From a quick, candid moment at your business to a look at all the effort that went into producing something your followers know and love, a little peek behind the curtain is an easy way to make a big impression.
Want more advice on how to structure a behind-the-scenes video that will captivate your audience? Say hello to Spin Creative and let’s put a camera behind the camera for an authentic look at how you do what you do.
About Us
Spin Creative is a video production company and creative agency helping marketers create winning video and creative strategies that engage, inspire and activate targeted audiences. Spin is headquartered in Seattle with offices in San Francisco and London, serving brands around the globe.
