Using Behind-the-Scenes Videos to Humanize Your Brand

Behind-the-scenes videos are a powerful way for small businesses to build trust and authenticity with customers. In a crowded marketplace, where customers are bombarded with countless marketing messages, humanizing a brand can make all the difference. These videos offer a genuine glimpse into your business, allowing customers to see the real people, processes, and stories behind your products or services, fostering connection and loyalty.



In 2024, a small artisan bakery used behind-the-scenes videos to humanize its brand and stand out in a competitive local market. By sharing videos of their bakers crafting intricate pastries, experimenting with new recipes, and celebrating team milestones, they attracted thousands of new followers on Instagram and saw a 30% increase in online orders. Research supports this approach—brands that use authentic storytelling see a 22% increase in customer loyalty, highlighting the power of behind-the-scenes content.



Why Behind-the-Scenes Videos Matter

Behind-the-scenes videos work because they showcase the humanity behind your brand, which is often what customers want to connect with. Here’s why they’re so impactful:

1. They Build Brand Trust

When customers see how your products are made or the effort your team puts into delivering great service, it strengthens their confidence in your brand. Transparency fosters trust, making customers more likely to choose your business over competitors.

• Example: A skincare brand could share videos of its team testing formulations in the lab, emphasizing its commitment to quality and safety.

2. They Enhance Brand Storytelling

Stories are a powerful tool for engaging audiences, and behind-the-scenes videos bring those stories to life. These videos provide context, emotion, and depth that static images or text alone can’t achieve.

• Example: A clothing boutique might document the journey of designing and sourcing a new collection, from sketches to the final product.

3. They Differentiate Your Brand

Behind-the-scenes content highlights what makes your business unique, setting you apart from competitors. Customers value authenticity and are drawn to brands that feel relatable and approachable.

• Example: A family-owned restaurant could share stories of generations working together to preserve secret recipes.



How to Create Engaging Behind-the-Scenes Videos

Creating impactful behind-the-scenes videos doesn’t require a big budget or professional videography skills. Here’s how to get started:

1. Plan Your Story

Think about the aspects of your business that resonate most with your audience. What processes, people, or milestones would they find interesting?

Example Ideas:

• A day in the life of your team.
• The making of your most popular product.
• Celebrations or events, like reaching a sales milestone.

2. Showcase People and Processes

When humanizing a brand, focus on the human element. Introduce your team members, highlight their expertise, and show the behind-the-scenes effort that goes into your product or service.

• Tip: Authenticity is key. Avoid overly scripted content and let the natural personality of your team shine through.

3. Keep It Simple and Relatable

Your videos don’t need to be overly polished. Customers appreciate genuine content that feels relatable. Use natural lighting, casual settings, and conversational tones to make your videos approachable.

4. Use Text Overlays and Subtitles

Adding text overlays can help highlight key points, while subtitles ensure your videos are accessible to all viewers.

5. Include a Call to Action (CTA)

End your videos with a clear CTA, such as “Learn more on our website” or “Follow us for more behind-the-scenes moments.”

Examples of Behind-the-Scenes Content

If you’re unsure what type of content to create, consider these ideas:

1. Production Process

• Show how your products are made, from concept to delivery.

2. Team Spotlights

• Introduce the people behind your business.

3. Event Recaps

• Share highlights from company events, launches, or celebrations.

4. Daily Operations

• Give a sneak peek into the daily operations of your business.



Simplify Video Creation with CapCut Commerce Pro

Creating high-quality behind-the-scenes videos doesn’t have to be complicated. CapCut Commerce Pro is an AI-powered platform that helps businesses produce professional-looking videos with ease.

Features of CapCut Commerce Pro

1. Customizable Templates

• Choose from templates designed specifically for brand storytelling, making it easy to create cohesive, engaging content.

2. AI Editing Tools

• Automate editing tasks like trimming, transitions, and adding music, saving time while ensuring polished results.

3. Text and Subtitles

• Add captions and text overlays to highlight key details or provide context for your viewers.

4. Platform Optimization

• Export videos tailored for social media platforms like Instagram, TikTok, or YouTube, ensuring they look great wherever they’re shared.

Why CapCut Commerce Pro Works for Small Businesses

CapCut Commerce Pro is particularly useful for small-business owners who may not have experience with video editing. The platform’s intuitive design and AI-powered tools make it accessible to anyone, allowing you to focus on storytelling without getting bogged down in technical details.

• Time-Saving: Create professional-quality videos in minutes.
• Cost-Effective: Produce content without hiring expensive videographers or editors.
• Customizable: Tailor videos to reflect your brand’s unique identity and voice.



Real-Life Success with Behind-the-Scenes Videos

If you’re still unsure about using behind-the-scenes videos, look at successful examples:

• A Handmade Jewelry Brand: By sharing videos of their crafting process, from raw materials to finished products, this brand built trust and grew its Instagram following by 50%.
• A Local Coffee Shop: They showcased their baristas experimenting with seasonal drinks, adding a fun and relatable touch that boosted customer engagement.

Long-Term Benefits of Behind-the-Scenes Content

Incorporating behind-the-scenes videos into your marketing strategy offers long-term rewards:

1. Improved Customer Loyalty: Customers feel more connected to brands that are open and authentic.
2. Enhanced Brand Trust: Transparency builds confidence in your products and services.
3. Increased Engagement: Behind-the-scenes content often garners higher engagement on social media, helping expand your reach.

By using tools like CapCut Commerce Pro and focusing on authenticity, you can create videos that resonate with your audience and strengthen your brand’s identity.