In the world of social media and YouTube, there are many ways to connect with an audience. One of the most powerful tools to utilize is behind the scenes (BTS). BTS content allows creators to showcase their authenticity, connecting with audiences and establishing an intimate bond.

Whether you are a filmmaker, vlogger, or business owner, BTS is an easy way to highlight your team and company culture. This type of content is more engaging than a standard video, allowing you to capture candid moments and showcase your employees in their natural environment. It also shows viewers the hard work that goes into creating your product, service, or film.

Being in the spotlight brings attention and opportunity, but it can also be overwhelming and stressful. People who thrive in behind-the-scenes roles are characterized by humility and a desire to serve others. They find satisfaction in the knowledge that they have helped resolve a problem or have contributed to the success of an event.

Behind-the-scenes content can be used to demonstrate a brand’s commitment to transparency, building trust with consumers and encouraging loyalty. It can also help forge emotional connections between a brand and its audience, turning casual viewers into loyal fans and advocates.

Using a series of experimental videos and photos, our study investigated the effects of different types of BTS content on DSMM and audience response. For example, in the video condition we attached a video clip of Deep Look staff members filming a decorator crab, and in the pictures condition we included four photographs of Deep Look teams at work.