"[These videos] immediately stop you in your tracks," Chloe Sappern, founder and CEO of social media consulting company Chloe Sappern Creative LLC, says. "[Viewers are] not used to seeing the inside of a factory or a production facility, so you immediately have that initial hook."
What makes behind-the-scenes videos successful? They appeal to viewers' curiosity. The human body releases dopamine during experiences of exploring curiosity, according to the encyclopedia Britannica--and that's what makes these videos so oddly satisfying.
Sappern adds that these short-form videos also build another important consumer sentiment: trust. "You pull back the curtain and [viewers] feel like they're seeing something that they wouldn't otherwise have access to," she says. "They feel like they trust whoever is creating that content because they're kind of getting that inside look."
Businesses can create behind-the-scenes videos to grow their social media following and form closer relationships with their customers, Sappern says. For example, Sappern suggests using them to build buzz around a new launch or as a way to make customers feel like they're part of the business's journey.
#behind-the-scenes-videos #social-media-engagement #brand-trust #customer-relationships #online-marketing
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