Behind the scenes (BTS) is the backstage area of a theatre, film, or play. It is the place where actors prepare for their roles, directors and crew work on the technical aspects of the production, and audiences can only see the finished product once the show is over.
In recent years and especially since the rise of social media, brands have become increasingly transparent with their audience, giving them behind-the-curtain glimpses into everyday life, content shoots, and company culture. This openness creates a sense of trust and encourages community. Authenticity is key to building a loyal following and creating long-lasting relationships with customers.
Providing this behind-the-curtain access allows customers to see how you came up with your products and services. They can learn about the inspiration, thought process, and hard work that goes into your business’s operations, thereby increasing the value of your products or services in their eyes.
This type of content can be delivered in many ways: a day-in-the-life video, interviews with team members and their personal stories, or a breakdown of the entire process of product development or service delivery. In a recent study, we manipulated which types of behind-the-scenes content participants saw and found that viewing professionally produced videos increased perceived authenticity compared to seeing a slideshow. This was even when comparing participants with different dispositional susceptibilities to the behind-the-scenes content types. To put it simply, if you are more easily persuaded by this type of content, you should produce it professionally.