When Behind-the-Scenes (BTS) Content Misses the Mark in Wine Marketing
In today’s digital age, behind-the-scenes (BTS) content is an effective way for wineries to connect with audiences. When done well, BTS footage brings a brand to life, allowing consumers to see the craftsmanship and passion that goes into each bottle. However, not all BTS content hits the mark. Recently, I watched an ad featuring a winemaker enthusiastically discussing a new vintage. It seemed promising, but ultimately, it left something to be desired.
Here are four common pitfalls that can detract from the effectiveness of BTS wine marketing content—and how wineries can avoid them for better engagement.
1. Overly Technical Language Alienates the Audience
One of the biggest mistakes in wine marketing content is using language that’s too technical. While terms like “terroir” and “vintage” are familiar to most wine enthusiasts, more complex jargon—such as “anthocyanins” or “malolactic fermentation”—can alienate the average consumer. These technical terms may resonate with sommeliers and wine scientists, but to reach a broader audience, wineries should use simpler, relatable language.
Solution: Instead of discussing chemical compounds, focus on storytelling. Describe the flavors, the inspiration behind the wine, or how it pairs with food. This approach invites consumers into the experience, rather than overwhelming them with science.
2. Noisy Locations Distract from the Message
In the winery ad I watched, the interview was filmed inside a busy production facility. The background noise from machines and conversations made it difficult to hear the winemaker, which can quickly frustrate viewers. A noisy setting not only distracts from the message but also diminishes the feeling of intimacy that BTS content should evoke.
Solution: Select a quieter location, like a vineyard or tasting room, which not only improves audio clarity but also enhances the ambiance. This setting lets viewers feel as if they’re part of an exclusive experience, connecting more deeply with the winery.
3. Poor Lighting and Framing Create an Unpolished Look
Lighting is crucial in video content. Poor lighting can make even the most beautiful settings appear dull and uninviting. The ad I watched suffered from inconsistent lighting, which gave it an unpolished look. When the winemaker’s face is too shadowed or the lighting is too harsh, the message can lose its warmth and relatability.
Solution: Opt for natural lighting or soft indoor lighting to create a more visually appealing scene. Position the winemaker with grapevines or barrels in the background, reinforcing the brand's identity and creating an inviting feel.
4. Background Noise and Poor Audio Quality Break Engagement
Nothing breaks engagement faster than poor audio. In this case, background noise disrupted the experience, drawing attention away from the story. Clear audio is essential for keeping viewers focused and engaged, especially when it comes to sharing the nuances and passion behind the winemaking process.
Solution: Use an external microphone or film in a quieter space to capture clear audio. High-quality sound equipment can elevate even the simplest BTS video, making it more enjoyable for viewers.
Why High-Quality BTS Content Matters for Wine Marketing
As the wine industry grows increasingly competitive, wineries need to connect with audiences in authentic, memorable ways. BTS content has enormous potential to humanize the brand and showcase the people, processes, and passion behind every bottle. When wineries take the time to refine their approach—considering language, setting, lighting, and audio quality—they create content that resonates with consumers on a personal level.
Final Thoughts
When planning BTS content for a winery, think about how each element contributes to the story. The language should be accessible, the setting should be inviting, and the production quality should be polished yet authentic. With these strategies, wineries can craft content that goes beyond typical wine marketing, forging genuine connections with audiences and building lasting brand loyalty.
If your winery is looking to improve its digital marketing strategy with engaging, high-quality BTS content, feel free to reach out. Together, we can develop a content plan that resonates with your target audience and highlights the unique story behind your brand. 🍷