The power of Behind-the-scenes on social

From behind-the-scenes footage to step-by-step guides for recreating content, we are seeing more and more social content that lifts the lid on the creation process. But have we reached a point now where the BTS content outperforms the content it was capturing in the first place?

Recently we saw influencer @jetlaggedlovers shoot with Fendi for Milan Fashion Week. Her TikTok was well received with 1.5M views, but her behind-the-scenes content performed significantly better, with 5.6M views. The BTS TikTok was low-fi, with a humorous tone, and drew many people in with a range of comments regarding her acting and filming instructions. Through this, her behind-the-scenes content received over double the amount of likes and comments than the original campaign.

We’ve also seen HUGO BOSS share their newest campaign along with its BTS TikTok featuring Sabrina Bahsoon at Paris Fashion Week. The original content gained 56 million views but the behind-the-scenes content gained a staggering 144.9 million views, exemplifying the argument for simply filming content being created, doubling the posts, and potentially tripling your exposure.

It might just be a trend, a moment in time where consumers enjoy seeing behind the curtain on the content processes. However, BTS have long since appealed to our inquisitive nature –after all, who didn’t watch the ‘making of’ content in the DVD extras back in the day?

These examples also point out how easy it can be to create too – all you need is an extra camera pointed at your activity to help your audience feel part of the moment – thus further strengthening their relationship with the brand.