What is Behind-the-Scenes Content?
Businesses are constantly looking for new ways to differentiate themselves and build genuine connections with their audience. One powerful yet often underutilized tactic is incorporating behind-the-scenes content into your promotional strategy. But what exactly does behind-the-scenes (BTS) content entail?
Behind-the-scenes content refers to any media that offers viewers a glimpse into the less-polished, everyday workings of your business or team. This type of content can include everything from quick snapshots of brainstorming sessions and video footage of product development to live Q&A sessions and informal office tours. The goal is to share your process, culture, and people, pulling back the curtain to reveal what makes your brand unique and relatable.
Examples of BTS content include:
- Photos of product prototypes
- Team activities or celebrations
- Workflow snapshots from design or production stages
- Candid moments during a marketing campaign shoot
- Employee stories and team introductions
Why is Behind-the-Scenes Content Important for Your Strategy?
Incorporating behind-the-scenes content into your promotional strategy brings multiple benefits, serving as more than just a filler in your content calendar. Below are the key reasons why this approach is crucial for modern marketing:
1. Building Trust and Authenticity
Consumers today are bombarded with polished advertisements and carefully curated content. While such content is effective, it can sometimes feel impersonal. Behind-the-scenes content breaks down that barrier, showing the human side of your brand. By offering a transparent look at your operations, your brand builds trust and credibility with the audience.
A study by Stackla found that 86% of consumers say authenticity is a key factor when deciding which brands they like and support. BTS content achieves this by highlighting real-life aspects of your business, such as the people who make it run and the genuine effort that goes into creating products or services.
2. Humanizing Your Brand
Your audience wants to know there are real people behind your brand. Sharing candid moments or everyday activities fosters a stronger emotional connection. When customers see the team members behind the scenes working hard and having fun, it makes your brand more relatable and personable.
Consider a campaign by Innocent Drinks, a brand known for its quirky and transparent marketing, often provides a sneak peek into their creative processes. They frequently post videos of staff members joking around, brainstorming ideas, or handling product quality control. These snippets don’t just promote products—they make the audience feel part of the brand’s journey.
3. Enhancing Engagement and Loyalty
Content that provides a “peek behind the curtain” tends to generate more comments, shares, and overall interaction. The novelty of seeing the process, challenges, and fun moments sparks conversations. Engaging BTS content can make customers feel valued as part of your community.
Key Fact: Social media posts with authentic, behind-the-scenes elements can get up to 40% more engagement compared to traditional branded posts, according to data from Social Media Today.
Case Study Highlight
LEGO’s Behind-the-Scenes Campaigns LEGO has mastered the art of sharing behind-the-scenes content, often giving fans an exclusive look at their model-making process, creative team brainstorming sessions, and even the challenges faced during big projects. This strategy has strengthened LEGO’s brand loyalty by showcasing the effort and creativity their team invests in making the beloved toy sets.
How Does Behind-the-Scenes Content Affect Different Business Goals?
| Business Goal | Impact of BTS Content |
| Brand Awareness | Increases organic reach through shareable, relatable media. |
| Customer Trust | Builds credibility through transparent storytelling. |
| Audience Engagement | Spurs more interactions due to the personal touch. |
| Customer Loyalty | Reinforces customer bonds by involving them in the brand’s journey. |
| Employee Advocacy | Empowers team members to share their experiences, extending brand reach. |
A Quick Checklist for Effective BTS Content
- Is the content authentic and reflective of your brand’s true culture?
- Does it provide value or insight to the viewer?
- Is it aligned with your overall marketing goals?
- Does it encourage interaction and conversation?
Behind-the-scenes content is not just a trend; it’s a proven method to build deeper, lasting relationships with your audience. By sharing more than the end product and incorporating behind-the-scenes content into your promotional strategy, your brand can bridge the gap between business and consumer, creating a marketing approach that is as compelling as it is authentic.
The Benefits of Integrating Behind-the-Scenes Content
1. Increased Engagement and Loyalty
One of the most powerful benefits of incorporating behind-the-scenes content into your promotional strategy is the heightened level of engagement it can foster.
Unlike standard marketing posts, BTS content invites audiences into the intimate workings of your business, sparking curiosity and interactions. By sharing raw, unpolished moments, you create a more inclusive environment where followers feel involved in your story.
Data Insight: Research by Sprout Social highlights that 70% of consumers feel more connected to brands whose CEOs are active on social media. This connection extends to any personal and transparent content shared by a brand, demonstrating that audiences appreciate a direct, human approach.
Case Study: The Success of National Geographic
National Geographic’s social media presence is a perfect example of effective BTS content. Their photographers often post stories, reels, and live videos showcasing their experiences in remote locations.
These snippets don’t just show the final shots that make it to the magazine but also the risks, preparation, and sometimes amusing mishaps involved in capturing the perfect picture. This level of transparency has significantly boosted their engagement and positioned them as an authentic source of storytelling.
2. Building a Unique Brand Narrative
Your brand is more than just your products or services; it’s a journey filled with stories waiting to be told through authentic content. Behind-the-scenes content adds depth to this narrative by highlighting aspects of your company that would otherwise remain hidden. Whether it’s the creative process, collaborations, or even the struggles your team faces, these insights can differentiate your brand from competitors.
Example of Effective Brand Storytelling: Patagonia, an outdoor clothing brand, often shares stories about their eco-friendly production processes, showcasing the lengths they go to in maintaining sustainable practices. By involving their audience in their journey, from sourcing organic cotton to assembling garments, Patagonia reinforces their brand’s commitment to environmental consciousness. This storytelling not only enhances brand perception but also solidifies customer loyalty.
3. Transparency and Trust Enhancement
Today’s consumers are more discerning than ever. They seek to engage with brands they can trust and align with their values. By offering a behind-the-scenes look, you’re not just showing how your products are made, but also demonstrating that you have nothing to hide. This openness builds a foundation of trust, which is essential for nurturing long-term customer relationships.
Fact: According to Edelman’s Trust Barometer, 81% of consumers say that trusting a brand to do the right thing is a deciding factor in their purchase decision. BTS content reinforces this trust by being open about your operations and values.
Tips for Maximizing Trust Through BTS Content:
- Share insights into your quality control processes to give a sneak peek into your brand’s commitment to excellence.
- Introduce key members of your team to put faces behind the work.
- Highlight any challenges faced and how your team overcomes them.
4. Cost-Effective Marketing Tool
One of the understated benefits of incorporating behind-the-scenes content into your promotional strategy is its cost-effectiveness. Producing high-quality, polished content often requires significant investment in production and editing.
In contrast, BTS content can be produced using simple tools such as smartphones and basic video-editing software. The focus here is on authenticity rather than perfection.
Simple Ways to Create Budget-Friendly BTS Content:
- Use mobile devices to capture quick updates or snippets.
- Stream live Q&A sessions with team members using built-in social media tools.
- Create time-lapse videos showing the evolution of a project from start to finish.
Quick Cost Analysis:
| Type of Content | Typical Cost Range | Potential ROI |
|---|---|---|
| Polished Commercial Video | $5,000 – $50,000 | High, but requires significant budget |
| Behind-the-Scenes Video (DIY) | $0 – $500 | High engagement at a minimal cost |
| Employee-Generated Content | Free (internal resources) | Boosts trust and human connection |
This table provides a clear comparison of content types, costs, and potential return on investment for easy reference.
The Power of Authentic BTS Marketing
Glossier, a well-known beauty brand, leverages behind-the-scenes content to emphasize their community-first approach. By frequently sharing team stories, insights into product development, and even candid discussions about challenges, Glossier creates an atmosphere of openness.
This has turned their followers into brand advocates who trust the brand’s voice and are eager to engage with it, boosting sales and customer retention without the need for costly marketing campaigns.
Powerful benefits of incorporating behind-the-scenes
Integrating behind-the-scenes content into your promotional strategy comes with undeniable advantages. It deepens audience engagement, adds layers to your brand story, enhances trust, and is financially accessible. By leveraging these benefits, brands can create an ecosystem where customers feel both valued and connected.
Types of Behind-the-Scenes Content to Include
Incorporating behind-the-scenes content into your promotional strategy offers a wide range of creative opportunities. By understanding which types of content resonate most with your audience, you can craft a well-rounded strategy that showcases your brand’s authenticity, culture, and processes. Here are some effective types of behind-the-scenes content to consider:
1. Workplace Culture and Team Dynamics
A look at your workplace culture humanizes your brand and strengthens your relationship with your audience. People are naturally curious about the environment and values behind their favorite products or services. Sharing team dynamics—whether it’s a team meeting, a collaborative brainstorming session, or a light-hearted office celebration—can show that your company is driven by real people who care about their work.
Ideas for Content:
- Photos of team-building activities
- Short videos of team members discussing their roles and experiences
- Snippets of staff birthdays or milestone celebrations
Example in Action: HubSpot frequently shares snapshots of their office culture through social media. They post pictures of team members collaborating, participating in charity events, or just having fun around the office. This type of content has helped cement their image as a dynamic and people-focused company.
2. Product Development and Creation Processes
Showcasing how your products or services are made offers a unique angle that captivates your audience. The “making of” content brings a level of transparency that consumers appreciate, as it gives insight into the effort and care that go into every detail. This type of content is particularly effective for industries such as fashion, food and beverage, tech, and handmade goods.
Content Ideas:
- Time-lapse videos of a product being crafted from start to finish
- Narrated tours of production facilities or creative workspaces
- “Day in the life” clips of key team members involved in product creation
Case Study: Behind the Scenes of Craftsmanship Luxury watch brand Patek Philippe is known for emphasizing the intricate craftsmanship behind their products. They regularly share videos showing their skilled artisans at work, highlighting the meticulous process of assembling each watch. This content not only serves to educate but also reinforces the premium value of their products.
3. Event Preparations and Rehearsals
If your company hosts or participates in events—whether they are product launches, trade shows, or special webinars—sharing preparation content can build excitement and anticipation. Audiences enjoy seeing the work that goes into event execution, providing a sneak peek that makes them feel more connected when the main event takes place.
Effective Ways to Share Event BTS Content:
- Live streaming event setup or rehearsals with commentary
- Behind-the-scenes photos of event staging and tech setups
- Short interviews with speakers or key participants discussing what they’re most excited about
Example Highlight: Event Hype by TED Talks often share behind-the-scenes videos that reveal how speakers prepare their presentations, providing a sneak peek into the setup process and the organizational efforts involved. This content adds a personal touch to their well-known talks and creates an additional layer of viewer investment.
4. Candid Moments and Bloopers
Not every piece of content needs to be serious. Audiences appreciate brands that show they don’t take themselves too seriously and are willing to laugh at their own mistakes. Candid moments and bloopers are highly shareable and can lead to increased engagement as they offer genuine, relatable insights.
Content Inspiration:
- Funny outtakes from filming marketing videos or team meetings
- Light-hearted moments caught on camera that show your team’s personality
- Reaction videos of employees watching their bloopers or sharing funny stories
Social Media Insight: Brands that incorporate candid moments in their content see increased shares and comments. A study by BuzzSumo found that humorous posts are shared twice as much as non-humorous posts, indicating that people love spreading laughter and relatable moments.
Comparison of Behind-the-Scenes Content Types
| Type of BTS Content | Benefits | Ideal Platforms |
| Workplace Culture | Humanizes the brand, builds emotional connections | Instagram, LinkedIn, Facebook |
| Product Development | Demonstrates transparency and craftsmanship | YouTube, TikTok, Instagram Stories |
| Event Preparations | Creates anticipation and excitement | Facebook Live, Instagram Live, YouTube |
| Candid Moments/Bloopers | Increases relatability and shareability | TikTok, Twitter, Instagram Reels |
Pro Tip for Effective BTS Content Creation
When creating behind-the-scenes content, ensure that it stays true to your brand’s voice and values. While it’s important to be authentic, keep in mind your industry’s standards and your audience’s preferences. For example, a tech company might lean more towards showing product development, while a lifestyle brand might focus on team dynamics and fun office moments.
Integrating behind-the-scenes content into your promotional strategy
By exploring and integrating different types of behind-the-scenes content into your promotional strategy, you position your brand as relatable and trustworthy. Whether you share the diligent efforts behind product development or the candid laughter in your office, this content can deepen your connection with your audience and drive engagement.
Best Platforms for Sharing Behind-the-Scenes Content
Choosing the right platform for sharing behind-the-scenes content is crucial for maximizing its reach and impact. Each platform has its strengths and best practices for showcasing this type of content effectively. Here’s a breakdown of where to share your behind-the-scenes content and how to leverage each platform to boost engagement and interaction.
1. Instagram: The Visual Storytelling Giant
Instagram’s emphasis on visual content makes it an ideal platform for behind-the-scenes material. Features such as Stories, Reels, and IGTV, which can be used to share behind-the-scenes content and engage your audience’s curiosity. offer diverse ways to share real-time updates and more polished video content.
Benefits of Using Instagram:
- Instagram Stories: Perfect for quick updates, teasers, and real-time interactions. With features like polls, question boxes, and countdowns, you can engage directly with your audience.
- Reels: Allows you to share short, engaging videos that showcase fun, candid moments or snippets from your workplace.
- IGTV: Ideal for longer behind-the-scenes videos, such as a detailed look into product creation or interviews with team members.
Pro Tip: Use Instagram’s interactive stickers in Stories to invite your audience to ask questions or give feedback. This can make viewers feel involved and more connected to your brand.
Example in Practice: Nike effectively uses Instagram Stories to showcase behind-the-scenes looks at athlete endorsements, training sessions, and product tests. This strategy has helped the brand foster a community that feels involved in their innovation and progress.
2. TikTok: The Hub for Quick, Authentic Content
TikTok is well-suited for casual and creative content, making it an excellent platform for sharing behind-the-scenes moments that are humorous, relatable, or informative. Its user base appreciates authenticity over perfection, so it’s the perfect place to showcase bloopers, quick day-in-the-life videos, and lighthearted content.
Tips for Success on TikTok:
- Leverage trending music and challenges to make your content more discoverable.
- Keep videos concise (15-60 seconds) to maintain viewer interest.
- Show the human side of your brand—team moments, office jokes, or fun facts.
Case Study: Duolingo, known for its quirky TikTok content, frequently shares behind-the-scenes videos that involve its mascot participating in trends or interacting with the marketing team. This approach has made their account one of the most followed brand pages on the platform, demonstrating how BTS content can build a strong brand persona.
3. YouTube: The Go-To for Long-Form Content
When your behind-the-scenes content needs more depth, YouTube is your best option. The platform supports longer videos, making it suitable for comprehensive looks at product development, office tours, or team interviews. Additionally, YouTube’s robust search functionality helps content stay relevant over a longer period, providing consistent traffic.
Best Practices for YouTube:
- Optimize video titles and descriptions with relevant keywords such as “behind-the-scenes content” to improve SEO.
- Create playlists for different types of BTS content, like “Office Life” or “Making of Our Products.”
- Engage with the comments section to build a sense of community and respond to viewers’ questions.
Example of Effective Use: LEGO has a YouTube channel where they frequently share behind-the-scenes documentaries that detail the development of new sets and collaborations with designers. These videos often attract thousands of views and stimulate discussions among fans.
4. Facebook: Broad Reach and Live Engagement
Facebook remains a powerful platform for sharing behind-the-scenes content, particularly through its Facebook Live feature. Live streaming allows brands to connect with audiences in real-time, offering an unfiltered look at events, product launches, or Q&A sessions.
Advantages of Facebook for BTS Content:
- Facebook Live: Engage with viewers in real-time, respond to comments as they come in, and create a dynamic interaction.
- Scheduled posts: Share BTS photos and video clips as part of a content series to keep followers coming back.
- Cross-posting capabilities: Easily share your Instagram or YouTube BTS content on Facebook to reach a broader audience.
Case Study: NASA uses Facebook Live to broadcast behind-the-scenes footage from their space missions and projects, attracting millions of viewers who engage through comments and shares. This real-time insight fosters transparency and a sense of involvement in groundbreaking work.
5. LinkedIn: Showcasing Professional Behind-the-Scenes Content
While LinkedIn is generally seen as a professional network, it’s an excellent place to share behind-the-scenes content that focuses on company culture, employee achievements, and leadership insights. Such content not only appeals to potential clients but also strengthens your employer brand, attracting future employees who resonate with your company values.
How to Use LinkedIn for BTS Content:
- Share “Day in the Life” posts highlighting key team members and their roles.
- Publish articles or videos about company projects and team achievements.
- Use LinkedIn Live for webinars or professional discussions that take audiences behind the scenes of strategic decisions.
Example Highlight: HubSpot regularly posts videos and articles that detail their collaborative projects and give insights into the company’s culture, creating a narrative that emphasizes their innovative and supportive work environment.
Table: Best Platforms for Specific Types of BTS Content
| Type of BTS Content | Best Platforms |
| Quick, fun snippets and trends | TikTok, Instagram Reels |
| In-depth, long-form storytelling | YouTube, Facebook |
| Live interaction and real-time updates | Instagram Live, Facebook Live, LinkedIn Live |
| Professional workplace highlights |
Choosing the right platform for sharing behind-the-scenes
Selecting the right platform for your behind-the-scenes content depends on the type of material you plan to share and your target audience’s preferences.
Platforms like TikTok and Instagram are perfect for quick, engaging videos, while YouTube and LinkedIn are better suited for longer, more informative content. By strategically choosing the right platform for each type of BTS content, you maximize your reach and impact, ensuring your efforts resonate with viewers and strengthen their connection to your brand.
