Category
Lifestyle
Assisted Choices
Trend cluster
Category
BTS
Marketing
Brands showcase behind-the-scenes footage for more authentic marketing strategies.
3.5
Trend score
Trend
What is the BTS Marketing trend?
BTS Marketing: 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.
Trend themes
Themes within the BTS Marketing trend
Three behaviours holding the trend together01
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.
02
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.
03
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
What the BTS Marketing trend means for industry
Where the trend changes the playbookFor
Marketing
Brands can utilize authentic behind-the-scenes marketing to connect with their customers and provide them with real and unedited content.
For
Virtual Reality
The virtual reality industry can incorporate VR sampling experiences to give customers a unique and immersive way to experience new products.
For
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.
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 signals
Trend signals for BTS Marketing
Trend score 3.5 out of 10, from popularity 55%, activity 42%, freshness 8%.
Popularity55%
Activity42%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha (not a primary audience)
- Gen Z
- Millennial
- Gen X
- Boomer (not a primary audience)
Market
North America
Europe
Evidence
Examples of the BTS Marketing trend
4 featured examples from Nov 14, 2017 to Aug 21, 2018CategoryLifestyle
VR Sampling Experiences
Président Cheese's 'Taste with A Pro' Pairs Food and Recipe Creation
Incorporating VR technology to enhance the sampling experience in the food and beverage industry has the potential to disrupt traditional tasting methods and drive sales.
CategoryLifestyle
Re-Cut Rescue Dog PSAs
Spike Jonze's BTS Footage for the Apple Homepod Ad is Now a Rescue Dog PSA
The re-cut rescue dog PSAs present a disruptive innovation opportunity for advertisers to create emotionally impactful ads that promote social causes.
CategoryPop Culture
Behind-the-Scenes Beauty Commercials
In Its New Ad, Dove Gives a Shout Out to the Women Off-Screen
Beauty and personal care companies can showcase the hard work of their production teams in behind-the-scenes videos to build customer loyalty and a strong brand image.
CategoryMarketing
Galactic Furniture Items
This Pottery Barn Ad Shows the Processes Behind the Star Wars Collection
Opportunity for the home decor industry to tap into the market of fans and enthusiasts of popular franchises.
