You are after all already hiring a location, a photographer, a makeup artist and maybe more. You have already steamed your clothing or even given it for dry cleaning already; or perhaps you will after the shoot. The stage is set, use it to optimize content.“Behind the Scenes is all about the process, and not the product”.
If quality is a buzzword for your brand, then the process is an important part of your campaign. Behind the scenes content can be your best shot in putting across your process to your customers.
On the other hand, in a world of misinformation trust does not come easily. You need to earn it, and transparency online can be a good place to start. You can do so by providing raw and real behind the scenes footage to your target audience.
Why do we need to?
Behind the scenes helps you build the know, like and trust factor by building a connection with the customer. Don’t you want your customer to feel included? Similarly, it will help you showcase your personality and give an inside look into your team. It helps you become more relatable. Furthermore, it connects customers with your brand because YOU are what makes the brand unique.
With today’s market being highly competitive, it can be a great tool to build suspense and engage the audience, which will help boost future sales eventually. Moreover, with multiple platforms to feed content to, why not take advantage of an opportunity right in front of you.
BTS helps your customers see the product through different angles, lighting and give them a different perspective. In other words, the final finished images don’t always tell the entire story.
Check out how our photographer Melanie posts BTS for inspo.
“If people like you they’ll listen to you, but if they trust you they’ll do business with you.”
— Zig Ziglar
How do we do this?
Have a dedicated content creator for this role. As much as you think you are “just” going to get some behind the scenes, it’s not going to happen. You have to be realistic about your responsibilities and therefore abilities during a shoot.
If you really are tight on budget, let a camera run perched up somewhere unobstructed. Don’t forget to tell the team you are recording. This way at least you have some snippets. If you can, change the angle every once in a while.
Having someone dedicated also means they could tend to different platforms, and remember not only to shoot in one format but two.
If you go with the latter option, then you need to plan the video editing consequently. You must realize and remember, it is an arduous process of navigating thru clips to find the gems, audio selection, beat matching and more.
But what scenes do they shoot?
Freeze the mood of the day by going back to the start. Right to the coffee. The state of the clouds that day. Teams rolling in. Can you capture the glint in the eye of your art director who exudes excitement? The careful hugs (because we still covid wary) of talents seeing each other again and knowing the magic they do as a team. The tangible chemistry of a good team seen in the smiles and through an indiscernible murmur. Be careful that you indeed ensure the secrets shared on set stay there, and your soundtrack blurs those hints of conversation.
Build the anticipation, quicken the clips as the day wears on. Communicate the panic towards the end of every shoot where you realize there’s too much left by sneaking inn a glimpse of that ominous clock.
The Pack up
Goodbyes are bitter sweet. Capture the sweet bit with a group photo. The evidence of a photoshoot well done. A suitcase rolling out. The empty space (cleaned up because thats how we leave it) that witnessed a day of beautiful memories made. The bare clothing rack waiting for another deliriously productive day. Stick the coming soon message against a vacant wall.
I could write a lot more, but you also need to ensure that this narrative reflects your brands tone. The best option is to have a custom list of things that you need this role to fulfill on the shoot. For more information, click here for our tailored checklist for your shoot.