BTS Isn’t an Afterthought, It Is the Campaign

From Hugo Boss to Inter Miami, behind the scenes content is having a moment

(David Beckham and Khaby Lame for Inter Miami)

Let’s dive into the world of BTS — and not the world-famous K-pop band, the content style known as BTS (behind-the-scenes). 

While the unpolished content style has been around for a while, it’s only recently that I’ve really seen brands and creators bake it into their content strategies and campaigns. 

The format’s even gotten an Adam Rose Coca Cola parody, that’s when you know it’s time to pay attention.

BTS content often outperforms the official content. We see this happen with Zach King’s greenscreen masterpieces. Recently, one of his videos got 75.6M views and the BTS version got a whopping 111.9M views. 

From Inter Miami to Hugo Boss, behind the scenes moments aren’t an afterthought, BTS is the campaign (a line I’m borrowing from astute CMO Jennifer Roebuck).  

So, how can you make BTS content work for your brand?

(Note: this is part of a monthly series of my favorite social and influencer marketing trends that I’ll be sending out to paid subscribers)