Behind-the-scenes footage — how the thing is made, packed, tested or run. Handheld, unpolished, and specifically not about buying anything.
When to use it
Trust and brand affinity, especially for craft, food, and manufacturing brands where the process is the differentiator. Also the best answer to "we have nothing to post this week".
The thing to get right
The value is in specificity. A generic factory shot could belong to anyone; the machine you actually use, in your actual space, is the part that is worth showing.
The format at a glance
- Output — a video ad.
- Structure — 5 beats, each one a separately planned shot.
- Family — Organic social video.
- Recipe id — bts, which is what you name when you ask for it by hand or from an agent.
What actually makes behind-the-scenes worth watching?
Access. The viewer is being shown something they could not otherwise see, so the test is whether the shot would already be on your public site. If it would, it is not behind the scenes, it is marketing footage filmed handheld.
Related formats
Video formats aimed at reach rather than a click — founder takes, behind-the-scenes, slideshows and swipeable carousels. They are written to look like content, not like an ad.
- POV meme — a "POV: …" text-over-video relatable meme clip (TikTok/Reels native)
- Founder hot-take — founder/creator talking to camera with an opinion or hot take (thought leadership, not selling)
- Trend / relatable — a trend-style relatable scenario reel (riding a format/sound)
- Photo slideshow — a TikTok/IG photo slideshow — a sequence of vertical text-forward slides (hook → points → CTA)
- Voiceover B-roll — aesthetic b-roll under a first-person voiceover
- Day in the life — a "day in my life" vlog montage of a creator’s real day (first-person)
The full catalog is on the creative recipes index.
Point Hermoso at your brand and render a behind-the-scenes today — the free plan needs no card.
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