So you’re gearing up for a product launch or a major brand reveal and excited about your new offering that’s ready to showcase it to the world… You've likely got your marketing strategy all mapped out — primary ad spots, social media teasers, maybe some influencer collaborations. But among all these more standard content formats, there's one engaging piece that could take your launch to a deeper level: behind-the-scenes content or branded documentaries.
Behind-the-scenes or “making of” style content isn't just about giving a sneak peek into your production process or your team's daily hustle. It's a strategic asset that can significantly impact purchase intent and customer engagement.
Let's delve into why this type of content should be highly considered in your launch mix.
1. Transparency Builds Trust
In an era where consumers crave authenticity, transparency is key. Behind-the-scenes content offers a transparent look into your brand's operations, showing the human side of your business. When potential customers see the faces and stories behind your product or service, it builds trust and credibility, making them more inclined to choose your brand.
2. Connecting on a Human Level
Behind-the-scenes documentaries aren't just about showcasing processes; they're about storytelling. They allow you to connect with your audience on a human level, sharing the passion, dedication, and values that drive your brand. This emotional connection can resonate deeply with consumers, driving them towards a stronger purchase intent.
3. Showcasing Quality and Craftsmanship
One of the most significant advantages of behind-the-scenes content is its ability to showcase the quality and craftsmanship behind your offerings. Too often, we take products for granted - they just do the thing we want them to do. So whether offering a glimpse into your production techniques, the attention to detail in your design process and problem solving, or the dedication of your team members, these insights can elevate the perceived value of your products or services.
4. Authenticity Speaks Louder Than Promises
In a world filled with marketing messages, authenticity stands out. Behind-the-scenes content allows you to be authentic by showing real-life scenarios, genuine interactions, and unscripted moments. This authenticity resonates with consumers, fostering a sense of connection and trust that can lead to increased purchase intent.
5. Defying Short Attention Spans
Despite our era of short attention spans we’re all too conscious of, extensive case studies reveal that these documentaries more often than not outperform other content formats in terms of watch-through rates, even at lengths of 4-5 minutes. This drives home the significant impact of authenticity and transparency in today's competitive market and defying the perception that long form storytelling doesn’t work.
6. Driving Purchase Intent and Beyond
Ultimately, the goal of any launch strategy is to drive purchase intent and long-term customer loyalty. Behind-the-scenes content plays a crucial role in achieving these goals by creating a holistic brand experience, building trust, and forging meaningful connections with your audience. So, don't overlook the power of behind-the-scenes videos in your launch mix — they might just be the secret ingredient that takes your product or brand to new heights.
