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In this newsletter, you’ll find:

📹 Why you need to create behind-the-scenes content

🤳 3 types behind-the-scenes videos and how to make them

🔥 Latest updates in DTC and social media

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Are you showing off the operations of your brand?

Last week I gave you an entire system to create content consistently.

In the system, there were some optional videos that you could create to show off the behind-the-scenes.

I know you might have been at a loss of what that could look like, so today, I want to talk about how you could make those behind-the-scenes videos and why they will help your brand!

If you don't think you should be creating behind-the-scenes content, the city of Houston made a video about POTHOLES that got over 600,000 views. At this point, if the local government is on TikTok, then that means it is time for you too.

Why transparency builds an audience

Before social media, most things were behind closed doors except what was in the tabloids that you would read about in the grocery line. The news was about a select group of people, and a few media outlets controlled how the stories were told.

Social media decentralized how we share our lives with others. Instead of waiting for the press to talk about us, we can control the story. The technology has given a voice and platform to people that may not have had that with traditional media.

On a fundamental level, that shift in ownership is powerful.

With every new technology, things can get warped, and I believe there are some not great benefits of social media, but let's go back to the core of social media - transparency.

Now we can meet people online or get a more behind-the-scenes view of friends and what they are up to on Saturday. Since we have this transparent technology, we expect it. If you can't find much about a person online, you probably are a little more reserved to trust them because we question what they are hiding.

In the same way, consumers have started to question what is going on behind the scenes of companies. Big companies had the advantage of not being honest about ingredients or their environmental impact back in the day when a few people controlled stories. Now, you can't hide. So if you don't show what's going on behind the finished product, people start to question, what are they hiding?

Don't wait for that question.

Start sharing what's happening now.

Since consumers want transparency, when you show off the BTS, you will see that people will welcome you with open arms. It's not as scary as you think.

People like an underdog story and most people reading this newsletter are working at disruptive companies trying to go up against Goliath. Consumers want to see you win. Sharing your progress will allow them to be on your journey and be a fan of your brand.

Three behind-the-scenes videos you can make

1. Packing Orders

Logistics is not dull! Don't believe me?

Check out this video from Realm Candles that got 10.3 MILLION views from the owner packing a candle order.

This account now has over 200,000 followers... that is a lot of candle sales.

If you have a DTC channel, you can easily film each step of the packing process before you ship your product.

Even if you only sell to retailers, show the assembly of massive shipments to a store. That would be cool to show how something gets from production to shelf. Most people don't know the process, so show them!

2. Employee Content

An Australian beauty company, My Glow 2, has a dedicated TikTok for their behind-the-scenes content. This small team shows off how they are building their brand and what they do in the day through vlogs.

What is excellent about employee content is that you get different people on your team who may not have a "creative" role in the job description and let them be creative for the day. This content is fun for your team, but also you can get customers to trust you by seeing your day-to-day progress.

3. Company Updates

Pallet is a tech company, but I like how they update their audience on the company's progress and how they are growing.

Build the company with your audience. Share your journey and the updates. The more customers are a part of the journey, the more loyal they will be for the future.

How to get started

You know I don't like you feeling lost as to where to start creating content after I give you all the ideas, so let's break down how to make these videos.

1. Film the packaging video

At each stage of the packing process, record yourself doing that step. You can prop your phone up next to you, or you can have an employee hold it to make sure you get the shot. Instead of recording the whole process, you need a second or two of each step. The videos need to be quick, so make sure to get small video clips and then stitch them together.

2. Film employee content

If you are making a vlog or any behind-the-scenes videos, take a video clip after each new task you do. The next day, compile all of the clips together in TikTok or Reels and add a little voiceover to describe your day.

You can then ask your employees to do the same and get creative on how they want to share about their day. Let them edit everything (less work for you too)!

3. Film company updates

I am a sucker for hearing the founder speak straight to the camera, so taking a minute to show off what is happening at this stage of the company is excellent. You could also do a fun, dorky dance to a song to celebrate and have text overlayed to share the company's updates. The goal is to feel comfortable and share the good news... don't worry about yourself on camera. Remember, people want to know YOU, so be yourself.

When people see that employees have passion for their company, it is easier also to have passion for the company and products.

Like I said at the beginning, you now control the narrative of your company.

Take advantage of social media and be transparent.

It takes time to make this content, but the return is priceless.

Not only are you building an audience, but you are also building a dedicated and loyal audience.

If you need help with creating content, let's talk.

You aren't alone, and my team and I are here for you. Just email me.

Keep Creating!

Matthew Gattozzi

In Other News

🎧 Instagram Adds New 'Audio' Tab

📹 Reddit adding a TikTok-like video feature

✨ TikTok is launching an Effects Studio in beta

📈 YikYak is back after 4 years off

📝 Guidelines for brands to create on TikTok

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Next week we have a special project coming out that we can't wait to share - so stay tuned!