Video Content Marketing: Go Behind-the-Scenes
One of the best parts of purchasing your favorite movie on Blu-Ray or digital is that it often comes with extra content, like behind-the-scenes footage. It’s interesting to see what goes into making some of my favorite movies.
Behind-the-scenes content helps people (including myself) to feel like they’re getting something exclusive. This can be compared to being let in on a secret no one else knows. Who wouldn’t want that?
You can apply this approach to your company’s overall marketing strategy. This blog post will discuss the benefits of creating behind-the-scenes content for your brand, some great examples, and what you shouldn’t do.
Benefits of Going Behind-The-Scenes
If you think about it, most content businesses share via social media could fall under the classification of behind-the-scenes content. However, it appears that some companies share new product information, a current sale, or a link to related industry content.
There’s no “right” or “wrong” content to post for your brand, but you should consider trying to take people behind the scenes at your company. Not only will people get to know your brand better, but it will also help to humanize your brand and increase brand authenticity.
What do we mean by brand authenticity? People want open and honest communication about the products and services they use from brands they like. If you create real, reliable, and respectful content, people will have more of an emotional tie to your business.
Creating online content that takes people behind the scenes at your company will also increase overall transparency. Consumers are essentially demanding more transparency from companies. 9 out of 10 consumers said they would stop purchasing from brands that lack transparency.
While that form of transparency generally relates to business practices, creating engaging content that takes people behind the scenes will help you to be more transparent with your ideal customers and increase your overall authenticity.
Where Does Video Content Fit in Here?
So, what type of content should you create to take people behind the scenes? You could do a few photos, but your best bet will be to use engaging video content. Video content has so many benefits. This includes (but isn’t limited to) reaching a wider audience, boosting SEO, and increasing customer satisfaction.
Since video content does a great job conveying particular emotions, it’s a no-brainer that you’ll want to incorporate this into your marketing efforts. Especially since video on social media today is so important, you don’t want to miss out on this. More people watch content on mobile devices than ever, and 92% of mobile video consumers share video content with others.
You can create vlog-style content (video blog) for your business to show the inner workings of your business. Do a walk-through video if you have a facility to show off. Consider letting all employees, not just those who are customer-facing, create a “day in the life” video to show off what they do daily. Does your company hold an annual chili cook-off? Create a Food Network-style video to show off this event.
There’s a lot you can do when it comes to creating behind-the-scenes video content. Make sure to syndicate these videos everywhere to get all the added benefits of creating video content.
Here are some examples of different ways to create behind-the-scenes content. While some of these examples may not directly relate to your industry, you can take the overall concepts and adapt them to your brand.
What Not to Do
Overall, you need to be different and unique when creating content for your various social media channels. That same principle applies when creating behind-the-scenes content for your business. If you do all the same things as your competitors, then what’s the point? Use your unique selling proposition to differentiate yourself from the noise that’s out there.
Do your best not to rely on pictures from a company picnic, group shots from a day of service for the community, or poor-quality images of one of your managers giving a presentation. Not only does low-quality content hurt your appearance, but there’s a good chance that no one will care. Without context, even the most brand-loyal folks out there will pass by.
It’s great to go behind the scenes to show off the creation of a new product or service because it increases transparency. When doing this, however, there are a few things you will want to avoid showing. Don’t let current customer/client information slip out. Especially if you’re in the medical or financial sectors – transparency is excellent, but some information cannot be shared.
Creating engaging video content that takes people behind the scenes at your company is something you should consider doing. It comes with the various benefits of executing a video marketing strategy. And it helps to increase your transparency with people, make your brand more authentic, and tell a story that engages your audience.
The examples listed above are only a handful of ways to use this form of content. Take what makes your brand unique, inject some personality into your videos, and give people a reason to care about your company’s content.
Do you want more video content ideas? Check out our blog post, 25 Ideas for Video Marketing Content, content for an extensive list of ideas and breakouts on many topics.
We hope you found this information helpful.
Neil K Carroll
I was your average small-town video guy, but when the pandemic hit, everything changed.
I ran a traditional video production agency with exclusively local clientele, a downtown studio, and a busy schedule. My days were long, travel frequent, and life as I knew it revolved around producing video content for my clients.
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