Brands showcase behind-the-scenes footage for more authentic marketing strategies
Implications - As consumer desire for authenticity grows, brands are swapping over-the-top aesthetics and grandiose budgets for more authentic, behind-the-scenes footage. Offering up exclusive content, brands are giving them a director’s point of view of how a campaign was made and the brand’s intended message to the consumer. Often more raw and emotional in nature, BTS footage represents a desire for real, unedited content, something that consumers are looking for no matter what platform or medium a brand may be communicating on.
Workshop Question - How can your brand be more open and transparent with your consumers? Are there elements of your internal processes and manufacturing that you could showcase?
Trend Themes
1. Authentic Behind-the-scenes Marketing - As consumers crave for authenticity in marketing strategies, brands are now showcasing exclusive and behind-the-scenes content to provide real and unedited content.
2. Virtual Reality Sampling - With the rise of virtual reality, brands are now incorporating VR sampling experiences and immersive visuals to give customers a new and unique way to enjoy their products.
3. Recognition for Behind-the-scenes Workers - As Dove's latest commercial shows, there is a growing trend towards recognizing and paying homage to the hardworking individuals who work behind-the-scenes to ensure the success of a production or a task.
Industry Implications
1. Marketing - Brands can utilize authentic behind-the-scenes marketing to connect with their customers and provide them with real and unedited content.
2. Virtual Reality - The virtual reality industry can incorporate VR sampling experiences to give customers a unique and immersive way to experience new products.
3. Human Resource Management - The increasing recognition for behind-the-scenes workers creates an opportunity for companies to improve employee engagement and cultivate a positive work culture.
4 Featured, 35 Examples:
102,195 Total Clicks
Date Range:
Nov 17 — Aug 18
Trending:
Average
Consumer Insight Topics:
