Build a Human Connection with Behind the Scenes Videos
- Feb 19
- 3 min read
Any small business owner knows that success is about making personal connections with your clients. However, as use of AI continues to grow exponentially, many consumers have become increasingly skeptical of what they see online. This skepticism (though understandable and healthy) drives a wedge between forming that human connection on which small businesses thrive. One of the easiest ways to establish authenticity and trust is with quality behind the scenes content. Keep reading for our take on how behind the scenes videos combat AI distrust.
1) Generative AI is Unreliable
To start, let's dive into the reasons AI marketing and content can hurt your small business in the first place. While AI is a useful tool for sorting technical details, like determining SEO and auditing your website, it has no place in building connections with your clients and customers. In fact, consumer-facing AI has become widely perceived as a cheap manipulation tactic and clear sign of a business's declining quality. Even if you are certain that your target consumer will appreciate AI content, your small business likely does not have access to the tools that really make it work. For example, you may remember Coca Cola's Christmas ad from last year. They hired an AI agency with top-of-the-line tech, and the ad still had many noticeable issues and faced intense backlash. If a huge corporation like Coca Cola can't make the highest-quality AI work in their favor, imagine the struggle a small business with far less resources would face.
2) Brands are Using BTS to Showcase the Human Connection
If you're familiar with our blogs or social media posts, you already know that we love behind the scenes content. We often talk about how it's an easy way to get more bang for your buck when it comes to marketing and client connection. You're already giving it your all creating products, services, or videos; make the most of your hard work by creating teasers and bonus content at the same time! Since AI has exploded, creators are more specifically using BTS videos to showcase that their content is human-made. For example, Apple recently launched a process video showcasing the painstaking work that went into filming their newest logo, which was made entirely with practical effects designed and executed by humans (click here to watch it on YouTube). Not only is the process interesting and engaging, it also communicates a very important message to consumers: Regardless of being one of the biggest tech companies in the world, Apple still values human connection and creators. Showing that your small business is human instantly speaks to viewers in a way that AI cannot.
3) Genuine Brands Build Trust
As small business owners know, consumers are more inclined to buy from brands they trust. Think about how you make your own purchases: If you encounter nearly identical products/services from two separate businesses, how do you determine which is a better fit? Chances are, you'll support the brand that feels most genuine and human. Be sure to create BTS content of both the making of your marketing videos and the process of creating the product itself. The latter showcases to consumers that your products are real and made by real people. Anyone can make an AI photo or video; in fact, Etsy and similar sites have become flooded with products advertised with AI-generated images. This has become such a problem that there are now influencers who create entire channels based on "this is what I ordered" vs "this is what I got" from online purchases. While these videos are funny, they highlight an important problem: people cannot always trust a product photo when making a purchase. Behind the scenes content showcases that your products are handmade, and your product photos are accurate. The owner that listens to their customers, understands their needs, and is personally involved in the business is the one that builds trust and lasting connections.
Angela Wolf Video offers corporate video production services near Philadelphia, PA. Do you have a specific video question? Schedule a free video analysis call at bit.ly/callawv
