In today’s digital-first world, where consumers are often overwhelmed by mass-produced products and faceless online shops, authenticity has become a powerful differentiator. For artisans and boutique brands from Kerala that specialize in handmade, traditional crafts, building trust with potential customers is crucial. One of the most impactful ways to achieve this is by sharing behind-the-scenes (BTS) videos that document the making process, the environment, and the artisans themselves. These videos are not only engaging but also act as a bridge of transparency and emotional connection between creators and customers.
1. Why Behind-the-Scenes Videos Matter for Artisan Brands
Consumers today crave realness. They want to know who is making the product, where it’s being made, and how it’s crafted. Behind-the-scenes videos provide answers to all of these questions. When customers see the hands that weave a Kasavu saree or the intricate skill behind a carved wooden mural, they’re more likely to trust, respect, and buy the product.
These videos humanize the brand, tell a story, and reinforce the message that every piece is not just a product, but a result of time, culture, skill, and passion.
2. Key Benefits of BTS Videos in Building Trust
- Authenticity: Viewers can see the raw, unedited reality of how a product is made — no gimmicks or factory lines.
- Transparency: Customers appreciate openness. Showing your workspace, tools, and process signals honesty and credibility.
- Emotional Connection: Videos that show artisans smiling, talking, or working with dedication evoke empathy and pride.
- Educational Value: Viewers learn about Kerala’s rich artistic heritage, traditional tools, and cultural significance.
- Differentiation: While many brands sell crafts, not all show how they’re made. BTS videos set your brand apart.
3. Types of Behind-the-Scenes Content You Can Create
BTS content doesn’t have to be expensive or highly edited. Even short mobile videos can be powerful. Some ideas include:
- Day in the Life of an Artisan: Follow an artisan through their day — from preparing materials to completing a craft.
- Process Time-lapse: Compress hours of crafting into a 60-second time-lapse showing start to finish.
- Tool and Material Showcase: Explain the traditional tools, natural dyes, fabrics, or raw materials used.
- Workshop Tour: Give viewers a look into the studio, shed, or home where crafts are created.
- Crafting Narratives: Have the artisan explain the significance of their work in their own voice, with subtitles if needed.
4. Best Practices for Capturing Artisan BTS Videos
Creating engaging and trustworthy BTS videos involves thoughtful planning and authenticity. Here are some best practices:
Use Natural Lighting and Clean Backgrounds
Artisan workspaces are often rustic and beautiful. Shoot during the day using natural light. Keep the frame uncluttered to highlight the craft and the artisan.
Keep It Simple and Real
A smartphone with decent resolution is enough. Don’t over-edit — let the textures, expressions, and sounds speak for themselves.
Focus on Hands and Faces
Zoom in on the artisan’s hands while working and their expressions while sharing their story. These details create intimacy and connection.
Capture Ambient Sounds
The tapping of tools, the sound of a loom, or the artisan speaking in Malayalam — these bring the video to life and make it more immersive.
Add Subtitles or Voiceovers
If artisans speak in a local language, use subtitles for a wider audience. You can also add a calming voiceover that narrates their story.
5. Platforms to Share BTS Videos
Choose platforms that match your audience behavior. Here’s how to use each effectively:
- Instagram Reels: Short 30-60 second snippets showcasing artisan work. Use trending music and local language captions.
- YouTube: Upload longer form documentaries or process videos with narration.
- Facebook: Post full videos and behind-the-scenes albums in craft-focused groups.
- WhatsApp Status: Share clips with your customer base or local supporters.
- Your Website: Embed BTS videos on product pages or the homepage to increase customer trust.
6. Telling the Artisan’s Story
Beyond the craft, the story of the person creating it is powerful. Share stories such as:
- How the artisan learned the craft — was it passed down generations?
- What challenges they face in keeping the tradition alive?
- What makes them proud about their work?
- How they feel when their products reach homes across the world?
This storytelling turns a product into a conversation piece and builds customer loyalty.
7. Encouraging Engagement and Feedback
After posting BTS videos, invite your audience to interact:
- Ask viewers what part of the process surprised them.
- Let them vote on which design to release next.
- Encourage comments with questions like “Would you like to try this craft at home?”
- Share user reactions or comments in follow-up stories to keep the loop going.
8. Building a Series or Campaign
Turn BTS videos into a regular series to keep your brand fresh and consistent. Some ideas include:
- “Meet the Artisan Mondays”: Introduce a new artisan each week.
- “From Raw to Radiant”: Track the transformation of raw materials into finished products.
- “Crafts of Kerala”: Highlight one traditional Kerala craft per video (e.g., coir weaving, mural painting, banana fiber craft).
9. Collaborating with Influencers or Filmmakers
If budget permits, collaborate with content creators who can film, edit, and promote these videos to a larger audience. Choose those who specialize in slow living, sustainability, or Indian heritage storytelling to ensure brand alignment.
10. Turning BTS into Sales
Use the emotional connection created by BTS videos to guide viewers towards purchases. Include links in video captions to:
- The exact product being made in the video
- The artisan’s full collection
- A blog about the craft or cultural background
- A donation or support page for artisan workshops
Consider adding a call-to-action at the end like “Bring home a piece of this story” or “Own what’s handmade with heart.”
Conclusion
Behind-the-scenes videos are more than just content — they’re bridges of trust, empathy, and cultural preservation. For artisans in Kerala, these videos spotlight their craft in its truest form, giving audiences a glimpse into centuries of tradition and dedication. By thoughtfully capturing and sharing the artisan journey, you build a brand that is not only admired but also respected and supported.
Start with your smartphone, some natural light, and a willingness to listen. The stories are already there — it’s time the world saw them.
