Every brand must add behind-the-scenes content to its social strategy to fight off AI allegations.
Apple is one major brand continuously sharing BTS videos showing consumers it is investing in and championing artists. It recently posted insights into the handmade magic of its Neo video, which has 1.9 million views. In November 2025, it posted a three-video YouTube video sharing how its A Critter Carol advert was made with puppets. It has also released a video of how the new Apple TV logo trailer was made by hand.
Other companies are taking a more lo-fi approach. Marc Jacobs posted footage from its shoot with Rachel Sennott, which has 600,000 views. Meanwhile, the BTS of Who What Wear’s Elle Fanning photoshoot with Szilveszter Makó has 1.9 million views on TikTok.
Artists are sharing how they are making adverts. Dessie Jackson detailed how she created the animation for Sabrina Carpenter’s Coachella teaser, driving 2.7 million views, while John Mouratis published a video documenting how he produced a stop-motion for the BBC’s Winter Olympics campaign.
CORQ’s trends editor Caroline Edwards breaks down the rise of BTS content and why it is resonating with consumers.
@corq.studio Brands and publishers such as @apple, Marc Jacobs and @Who What Wear UK are sharing behind-the-scenes content from adverts and photoshoots to win over consumers and beat the AI allegations – this is why it’s crucial for digital marketing in 2025 #marketing #marketinginsights #brandcampaigns #digitalmarketing
Marc Jacobs has won the attention of Gen Z by embracing cult figures of the chronically online