# BTS Marketing Brands showcase behind-the-scenes footage for more authentic marketing strategies. By [Tana Makmanee](https://www.trendhunter.com/tmak), SVP, Research Services at Trend Hunter | Published Aug 23, 2018 | Category: [Marketing](https://www.trendhunter.com/pro/category/marketing-strategy) Source: Trend Hunter, https://www.trendhunter.com/protrends/bts-marketing ## Key Figures - Trend score: 3.5/10 - Evidence articles: 4 ## 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. ## At a Glance - Evidence: 4 featured examples - Articles from: Nov 14, 2017 to Aug 21, 2018 - Published: Aug 23, 2018 - Patterns: [Redirection](https://www.trendhunter.com/pattern/redirection) - Megatrends: [Multisensation](https://www.trendhunter.com/megatrend/multisensation), [Experience](https://www.trendhunter.com/megatrend/experience), [Authenticity](https://www.trendhunter.com/megatrend/authenticity) ## Audience - Gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe ## Themes within the BTS Marketing trend ### 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. ### 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. ### 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. ## What the BTS Marketing trend means for industry ### For 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 for BTS Marketing Trend score 3.5 out of 10, from popularity 55%, activity 42%, freshness 8%. - Popularity: 55% - Activity: 42% - Freshness: 8% ## Examples of the BTS Marketing trend 4 featured examples from Nov 14, 2017 to Aug 21, 2018. - [VR Sampling Experiences](https://www.trendhunter.com/trends/sampling-experience): Président Cheese's 'Taste with A Pro' Pairs Food and Recipe Creation (Category: Lifestyle) Implication: 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. - [Re-Cut Rescue Dog PSAs](https://www.trendhunter.com/trends/apple-homepod-ad): Spike Jonze's BTS Footage for the Apple Homepod Ad is Now a Rescue Dog PSA (Category: Lifestyle) Implication: The re-cut rescue dog PSAs present a disruptive innovation opportunity for advertisers to create emotionally impactful ads that promote social causes. - [Behind-the-Scenes Beauty Commercials](https://www.trendhunter.com/trends/behindthescenes-beauty): In Its New Ad, Dove Gives a Shout Out to the Women Off-Screen (Category: Pop Culture) Implication: 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. - [Galactic Furniture Items](https://www.trendhunter.com/trends/pottery-barn-ad): This Pottery Barn Ad Shows the Processes Behind the Star Wars Collection (Category: Marketing) Implication: Opportunity for the home decor industry to tap into the market of fans and enthusiasts of popular franchises. ## Recent trend clusters - [Assisted Choices](https://www.trendhunter.com/protrends/weight-loss-medication-support) (Lifestyle) - [Storyline Sips](https://www.trendhunter.com/protrends/themed-drink-menus) (Lifestyle) - [Bedtime Cocoon](https://www.trendhunter.com/protrends/sleep-sensory-blocking) (Lifestyle) - [Source Signatures](https://www.trendhunter.com/protrends/oak-finish-whiskey) (Lifestyle) ## Trending in Marketing - [Mystery Packaging Campaigns](https://www.trendhunter.com/trends/cow-not-laughing) - [Creator-Led Learning Series](https://www.trendhunter.com/trends/learning-series) - [Nostalgic Beauty Mascots](https://www.trendhunter.com/trends/bliss-girl-series) - [Athlete Beauty Ambassadorships](https://www.trendhunter.com/trends/athlete-beauty-ambassadorships) All articles: [Marketing](https://www.trendhunter.com/marketing)