If you use behind the scenes material in the right way, you can create intimacy, loyalty and a larger, more engaged audience. But do you dare to let your customers in behind the scenes?
Few types of content create so much loyalty than behind the scenes material. Letting the audience see and understand the reality behind your brand creates an intimacy that other pieces of content rarely manage to do.
Used in the right way, behind the scenes content can make a big difference to your communication, strengthen your brand and build a larger and wider audience.
There are companies that use behind the scenes content in a smart, creative and efficient way. One example is Disney World that blogs behind the scenes about anything from horse training to film music. Another example is J Crew who on their Tumblr site amongst other things shares images from the design process.
Google Streetview has created photo galleries where they collect the most beautiful, astonishing places that they’ve photographed. They also extensively tell the story of the technology behind the service and how you, as a private person, can contribute.
Yet another example of good behind the scenes content is this film from Microsoft, where computer and film geeks can see how an ad for Surface Pro 3 could be produced in one take.
Behind the scenes – something for you?
Unfortunately, there aren’t only good examples. There are far too many companies that miss out on obvious chances to create exciting behind the scenes material and reach a wider audience with quite few means.
Here are three benefits with content that takes your audience behind the scenes.
1. Reach a new audience.
By creating a “story about the story” you can reach recipients who in normal cases wouldn’t find your content. You could for example talk about the technology behind your products, the distriubution of them or the design.
How does a truck designer work? Where is your head office located, and why? Who has written the music score in your latest ad, and why did you choose that particular tune? The possibilities are endless.
2. Create expectations.
By publishing behind the scenes content you can build up audience expectations before a major event or product launch. Small samples on what will come, interviews with those who work there or pictures from the production. This way you can create expectations and spur discussions among your most loyal fans.
Using behind the scenes material as teasers or trailers helps to build your brand and creates expectations.
3. Save resources.
Many companies want to produce more content, for more channels and for different target groups but lack the resources to do it. Behind the scenes content is a perfect way to activate channels where the audience hangs out. For instance, an Instagram account can solely be used to show your company behind the scenes, or you can use a blog to interview co-workers.
When it comes to behind the scenes content it is (almost) only the imagination that sets the limits.