- Behind-the-scenes videos (BTS) provide authenticity and transparency, boosting brand exposure and emotional connection with the audience.
- Sharing exclusive, behind-the-scenes content can increase social media following and visibility through engaging, shareable videos.
- BTS content builds trust with consumers by humanizing the brand and showcasing the passion and effort behind operations, leading to higher customer retention and loyalty.
- Leveraging behind-the-scenes videos can significantly contribute to increased sales by enhancing brand differentiation, growing social media presence, and establishing consumer trust.
747 words ~ 4 min. read
In the ever-evolving landscape of digital marketing, small business owners are constantly on the lookout for innovative ways to engage their audience, grow their following, and ultimately, increase sales. One trend that has been gaining significant traction is the creation of behind-the-scenes (BTS) videos. These videos offer a glimpse into the inner workings of your business, providing authenticity and transparency that resonate with consumers.
Why Behind-the-Scenes Videos Matter
Brand Exposure
Behind-the-scenes content provides an opportunity to showcase the personality and values that define your brand. By sharing the story behind your products or services, you can create a stronger emotional connection with your audience. This increased exposure helps differentiate your business in a saturated market, making it easier for customers to remember and choose your brand over competitors.
Increased Social Media Following
People love exclusive content. By offering a peek behind the curtain, you create a sense of exclusivity and foster a community of engaged followers. Behind-the-scenes videos are highly shareable, which can lead to increased visibility and organic growth on social media platforms. As more people discover and engage with your content, your follower count will naturally rise.
Builds Trust with Consumers
Transparency is key to building trust. When customers see the effort, passion, and authenticity that goes into your business operations, they are more likely to trust your brand. Behind-the-scenes videos humanize your business, making it more relatable and trustworthy. This trust translates into higher customer retention and loyalty.
More Sales
All of the above benefits contribute to one ultimate goal: increased sales. When your brand exposure rises, your social media following grows, and consumer trust is established, the likelihood of converting followers into paying customers improves significantly. Behind-the-scenes content serves as a powerful tool in your sales funnel, nudging potential customers closer to making a purchase.
Examples of Successful Behind-the-Scenes Content
To understand how impactful behind-the-scenes content can be, let’s look at some examples.
- Local Bakery: From kneading dough to decorating cakes, a bakery’s BTS videos can highlight the craftsmanship and love that goes into each product. The result? A substantial increase in followers and sales.
- Handmade Jewelry Brand: An artisan jewelry maker who posts videos showing the intricate process of crafting custom pieces can attract a large following of makers but also build a community of loyal customers who appreciate the transparency and dedication to quality.
- Fitness Studio: A boutique fitness studio who shares behind-the-scenes content of their instructors preparing for classes, setting up equipment, and interacting with members sets itself apart from competitors. This approach builds a strong online community, leading to higher class attendance and local membership sign-ups.
For more inspiring examples and insights, you can check out this article from the U.S. Chamber of Commerce.
How to Create Engaging Behind-the-Scenes Content
Plan Your Content
Start by identifying the key aspects of your business that would interest your audience. This could be the production process, team activities, event preparations, or even day-to-day operations.
Be Authentic
The goal of behind-the-scenes content is to show the real, unfiltered side of your business. Authenticity is crucial, so avoid overly polished or scripted videos. Let your personality and passion shine through.
Keep It Short and Sweet
Attention spans are short, especially online. Aim for concise videos that convey your message quickly and effectively. Typically, 1-2 minutes is ideal for most social media platforms.
Engage with Your Audience
Encourage your followers to interact with your behind-the-scenes content. Ask questions, respond to comments, and create polls to keep the engagement high. This interaction not only boosts your visibility but also fosters a sense of community.
Leverage Multiple Platforms
Don’t limit yourself to just one social media platform. Share your behind-the-scenes videos across various channels like Instagram, Facebook, TikTok, and YouTube to maximize your reach. Make sure you understand the preferences of each platform to maximize your results.
Track Performance
Use analytics tools to monitor the performance of your behind-the-scenes content. Pay attention to metrics like views, likes, shares, comments, and conversion rates. This data will help you refine your strategy and create even more engaging content in the future.
The Takeaway
Behind-the-scenes videos offer a unique and powerful way for small business owners to connect with their audience, build trust, and drive sales. By providing a transparent look into your operations, you can enhance your brand’s authenticity and create lasting relationships with your customers.
