While most businesses, by now, see how useful video production can be to promote their business or products, some don’t yet see how valuable it can be to use video to take visitors on a behind-the-scenes tour of the workplace or a project.
After all, modern audiences are more sophisticated now. They can sniff out purely promotional content and won’t give it one more second of their time once they do.
With a behind-the-scenes (BTS) video, it’s not about pushing products down potential customers’ throats. It’s about giving them a glimpse of what goes on in your workplace and, in doing so, allowing them to get a feel for your personality.
The truth is, humans are naturally curious creatures. A well-designed BTS video production can satisfy that curiosity while also allowing you to give people a closer look at who you are along the way.
BTS videos are a great way to show off your team, but choose wisely.
Possibly the greatest benefit when it comes to a behind-the-scenes video production is the opportunity it gives you to show off the people and personalities behind your work.
While there are other approaches to a BTS video, you can’t really go wrong with using the opportunity to introduce your workforce and let viewers get a feel for their various styles and personalities.
You can show off your products or services with a straighforward commercial video production, but people want the story behind the product. Allow your workforce to show and tell them that story from behind the scenes.
The key is to find passionate people who accurately represent your business’s personality and voice. Not everyone is built to appear in front of a camera, and if they’re acting strangely onscreen, viewers will associate that feeling with your business.
So, choose the right members of your organization and viewers will appreciate the insight they get into the inspiration, motivation, and attitude that leads to your work.
If you’re going to take people behind the scenes of your operation, try to highlight the flashy stuff.
Just like it’s important to choose the most passionate members of your team or the ones whose personalities best represent what your business represents, it’s also important to choose carefully when it comes to showcasing your operations.
In some industries, the process of making products or performing services isn’t very visually appealing, but that doesn’t mean a business in that kind of industry should discard this kind of approach to making a BTS video.
You just need to be clever and creative. Try to highlight anything innovative or groundbreaking in your project or work that’s creating excitement in your team or industry.
Then, you need to be conscious of pace and timing as far as how you structure the video. You may need to give a brief explanation in the opening, so try to introduce the process that the viewers will be seeing in a way that creates some anticipation.
Sometimes a little backstory is necessary, so again, you need to think about how to get that kind of content out quickly and succinctly.
Then, if there’s any equipment that will be used, try to introduce or explain it in a flattering way. However, if possible, try to take a purely visual approach instead.
After all, that’s what video production is for, and the same goes for any kind of process or operation. Try to be as creative as possible, visually, especially with B-roll. Think show over tell, at all times.
To get a better idea of what we’re talking about, check out this BTS video KVibe did recently for one of our clients, Gauer Metal:
Consider the differences from other video productions and act accordingly.
One of the biggest mistakes you can make when designing a BTS video production is to try to make it into something it’s not.
A BTS video is not a tutorial or how-to video. BTS videos differ, fundamentally, from these types of productions. How-tos are all about teaching the viewer how to do something. BTS videos are all about teaching people about what you do.
Can they be educational? Of course, it’s just that the point is to educate the viewer on the whys and hows behind your business.
A BTS video should also be developed in an entirely different way than a generic product video. The idea is, if you manage to show off what you do or create in a visually appealing way, that’ll be all the promotion you need.
A BTS video allows you to show people your story.
A behind-the-scene video allows you to give the audience a deeper understanding of who you are—your mission—and to educate them on the true time and depth it takes to do what you do. That’s hard to beat.
Some last minute advice: You need to be ready to move fast. In some industries, creating a BTS video requires you to be on your toes at all times. You may not get a chance to repeat that perfect moment or reaction.
Also, always include some type of call-to-action and, most importantly, if you show off a process or your operation, remember to pay it all off with a visual of the finished product or the service in action.
The bottom line: People want to see the people who make the work possible. People want the story behind the company. It’s your job to tell them that story…but it’s far better to show them it if possible. Video makes that possible.
About KVibe Productions: We’re a full-service film & video production company. Whether you need a web promo video, a commercial video, a corporate video production, or a feature film, KVibe can take you every step of the way, from development through distribution.