Engaging with customers through dynamic, branded content has become hugely popular over recent years, but if you don’t have the resources of Procter and Gamble or Toyota, how can you find interesting ways to produce your own branded storytelling?
One easy solution is the behind-the-scenes video. The popularity of these productions is evidenced by the hundreds of hours of additional content packed into every Bluray disc, as audiences love to see what our favourite actors are really like and what really happens on set, and this same curiosity to see behind the curtain can be applied to your brand.
Most modern brands will be producing videos or photographs at some point, which provides a great opportunity to tell a different facet of their brand story through a behind-the-scenes video. Maverick entrepreneurs messing around between takes of a corporate interview, the precision and eye for detail it takes to photograph an intricate product – these are stories audiences want to engage with and need not require significant funds to produce.
In a lot of cases, behind-the-scenes videos can be produced by a single highly-skilled camera operator and so the cost of production is often negligible when compared to the primary video/photo shoot – many production companies would even offer a package discount, so you can start to build a video campaign that maximises the return on investment.
Here’s a simple and effective behind-the-scenes video from a corporate giant:
By allowing viewers inside access to one of their photo shoots, the McDonald’s Canada brand appears more trustworthy and engaged with their consumers. Since being released in 2012, this behind-the-scenes video has been viewed over 11.5 million times on YouTube, and is by far the most viewed video on their channel. This just proves that in addition to burgers and fries, their customers also have an appetite for behind-the-scenes video content.
And to round off, here’s a couple behind-the-scenes videos we’ve made. You know. For fun.