Often, we see the end result of an event or product, but we don’t always know what was required to get there. Behind the scenes (BTS) is a term that describes actions or events that take place out of the public eye, but are crucial to the success of something. BTS content can include videos, photos or blogs that highlight the people and procedures that bring a project to life.
There are several reasons why audiences are drawn to behind the scenes content. One major reason is to feel connected to an individual or brand. They want to know that the celebrity or influencer they are watching is a human being who makes mistakes, struggles sometimes and has real feelings just like everyone else. This can make them more relatable and increase the likelihood of engagement.
Another reason is to satisfy their curiosity about how a particular outcome was achieved. For example, audiences might want to learn how a magic trick is performed so they can attempt to replicate the trick at home themselves. This can also help them to establish a sense of trust with the creators of the content.
Many social media and branding experts suggest that creating BTS content is effective because it creates a sense of transparency for the audience and increases the perceived authenticity of a brand. However, there is limited research on the direct effects of this type of content on engagement. In one study, we found that participants’ perceptions of authenticity were higher after watching a produced behind-the-scenes video than after viewing a slideshow.