In an era where consumers crave authenticity and transparency, behind-the-scenes (BTS) content has become a powerful tool for brands to connect with their audience. This type of content not only humanizes your brand but also builds trust and fosters a sense of community among your followers. Let’s dive into how you can leverage BTS content effectively.
Why Behind-the-Scenes Content Matters
BTS content peels back the curtain on the polished facade often presented by businesses, offering a glimpse into the real workings, challenges, and triumphs of a brand. This authenticity can significantly boost your brand's transparency and trustworthiness, factors that consumers increasingly prioritize.
Video-Based Behind-the-Scenes Content
1. Manufacturing Process Videos
Example: A craft brewery could create a mini-documentary showcasing the brewing process, from selecting ingredients to the fermentation and bottling. Interviews with the master brewer, close-up shots of the equipment in action, and the storytelling of crafting their unique beer flavors make for compelling content.
2. Employee Day-in-the-Life Videos
Example: A software development company might feature a day in the life of a software engineer. The video could follow the engineer from their morning routine, through their day tackling various projects, to team meetings and coding sessions, highlighting the collaborative and innovative culture of the company.
3. Live Q&A or AMA (Ask Me Anything) Sessions
Example: A fashion brand hosting a live Q&A on Instagram with their head designer answering questions about the latest collection. This live interaction not only demystifies the design process but also allows followers to feel directly connected to the creative minds behind the products.
4. Event Preparation and Participation
Example: A non-profit organization preparing for a fundraising event could share behind-the-scenes footage of setting up the venue, organizing auctions or activities, and snippets from the event itself, showcasing the hard work that goes into making these events successful and the community engagement they foster.
5. Tutorial and How-To Videos
Example: A beauty brand could produce a series of tutorials where makeup artists explain how to achieve certain looks using their products. Incorporating BTS footage of the photoshoots for these looks, including setting up lighting, model preparation, and post-production, adds another layer of interest.
Image-Based Behind-the-Scenes Content
1. Sneak Peeks of Upcoming Products
Example: A tech gadget company might share teaser images of a new product under development, showing its silhouette or focusing on specific features without revealing the entire product. These images can build anticipation and spark discussions among followers eager to speculate and learn more.
2. The Workspace or Office Environment
Example: A digital marketing agency could share photos of their creative workspace, showcasing the environment where ideas come to life. Photos can include team brainstorming sessions, fun office décor, or even pets at work, highlighting the company’s culture.
3. Before and After Transformations
Example: A landscaping business might share before-and-after photos of a garden makeover project. These images not only demonstrate the company’s capability but also inspire potential customers to envision what could be done for their own spaces.
4. Customer-Generated Content
Example: A restaurant encouraging diners to share their meal photos tagged with a specific hashtag. Selecting and reposting these images on the restaurant’s social media channels can show the dishes in a real-world context, adding authenticity and encouraging more customer engagement.
5. Behind-the-Scenes at Trade Shows or Conferences
Example: An educational technology company attending a major conference could share images of their booth setup, team members interacting with attendees, and snapshots of keynote speeches or workshops they are leading. This not only highlights their active role in the industry but also puts a face to the brand for followers unable to attend.
Crafting Your BTS Content
Regardless of the format, the key to successful BTS content lies in storytelling and authenticity. Each piece of content should offer a unique glimpse into your brand’s world, making your audience feel like insiders. Here are additional tips to ensure your BTS content resonates:
Narrative Arc: Whether it's a video or a series of images, think of each piece of content as a story with a beginning, middle, and end. This structure engages viewers and leaves them with a memorable takeaway about your brand.
Audience Participation: Encourage interaction by asking for feedback or posing questions related to your BTS content. This can increase engagement and provide you with insights into what your audience enjoys.
Consistent Aesthetic: While BTS content is more casual, maintaining a consistent visual aesthetic helps reinforce your brand identity. This doesn’t mean every photo or video needs to be polished, but there should be a cohesive style or theme.
Accessibility: Ensure your content is accessible to all audience members, including those with disabilities. Use captions for videos, descriptive alt text for images, and consider content that is inclusive and respectful of diverse audiences.
By diversifying your BTS content across video and image formats, you not only cater to different audience preferences but also maximize your reach across various social media platforms
How to Share Your Business’s Story Authentically
Be Real: Authenticity resonates. Share both successes and failures, highlighting the learning and growth from challenges.
Consistency is Key: Regularly post BTS content to keep your audience engaged and looking forward to what’s next.
Use the Right Platforms: Different platforms cater to different types of BTS content. Instagram Stories and Reels are great for quick, engaging clips, while YouTube might be better for in-depth videos.
Engage with Your Audience: Respond to comments and messages to build a community around your brand. Engagement turns passive viewers into active participants in your brand’s story.
Ways to Involve Your Audience in Your Journey
Polls and Surveys: Use social media polls and surveys to ask your audience what BTS content they’re interested in seeing.
User-Generated Content: Encourage your customers to share their own stories and experiences with your brand, and feature this content on your platforms.
Collaborative Projects: Involve your community in certain projects or decisions, such as product development or choosing new product colors.
Exclusive Previews: Offer sneak peeks of upcoming products, services, or content to make your audience feel special and valued.
Best Practices for BTS Content
Keep It High Quality: Even though BTS content is more casual, maintaining a level of quality reflects well on your brand.
Tell a Story: Every piece of content should tell a part of your brand’s story. Focus on narrative and context to make your content more engaging.
Stay True to Your Brand Voice: Your BTS content should align with your overall brand tone and voice, ensuring a cohesive brand identity.
Be Mindful of Privacy and Sensitivity: Respect privacy and be mindful of what you share. Ensure employees and customers are comfortable with what you’re posting.
Behind-the-scenes content is more than just a marketing strategy; it’s a way to build a genuine, transparent relationship with your audience. By sharing your brand’s journey, challenges, and triumphs, you can create a loyal community that feels connected to your brand on a deeper level. Remember, the goal is to open up and show the human aspect of your business, making your brand not just a choice but a community people want to be part of.
