Building trust is essential for any brand’s success, and social media offers a unique opportunity to foster genuine connections with your audience. One of the most effective ways to achieve this is by sharing behind-the-scenes (BTS) content. By showcasing the people, processes, and culture behind your brand, you can create an authentic relationship with your followers, ultimately boosting loyalty and engagement. In this blog post, we’ll explore how to use behind-the-scenes content strategically on social media to build trust and strengthen your brand’s reputation.
Why Behind-the-Scenes Content Works
1. Authenticity
In an era of polished ads and curated feeds, audiences crave real and unfiltered content. BTS content humanizes your brand, showing that there are real people behind the logo.
2. Transparency
Sharing BTS moments demonstrates that your brand has nothing to hide. Transparency builds credibility, making your audience more likely to trust your products or services.
3. Emotional Connection
BTS content often reveals the passion, effort, and dedication behind your work, creating an emotional connection with your audience.
4. Differentiation
Giving your audience a glimpse into your internal workings sets your brand apart from competitors who only showcase the final product.
Types of Behind-the-Scenes Content to Share
1. Workplace Culture
Highlight your team’s daily activities, celebrations, and camaraderie. For example:
Photos or videos of team-building events.
Employee spotlights featuring their roles and personalities.
Casual moments in the office or workspace.
2. Production Processes
Show how your products are made or services are delivered. This could include:
Videos of the manufacturing process.
Insights into how your team tackles challenges.
Demonstrations of quality control or attention to detail.
3. Event Preparations
Give your audience a sneak peek into how you prepare for launches, conferences, or special events. Examples include:
Setting up for a product launch or trade show.
Behind-the-scenes of photoshoots or ad campaigns.
Rehearsals for live events or webinars.
4. Founder Stories
Personal stories from your founders or leaders can be incredibly impactful. Share:
The inspiration behind starting the company.
Milestones and lessons learned along the way.
Personal anecdotes that align with your brand values.
5. Customer Interactions
Showcase authentic moments with your customers, such as:
Behind-the-scenes of customer support teams resolving issues.
Videos of customers visiting your office or facility.
Collaborations or testimonials captured informally.
How to Create Engaging Behind-the-Scenes Content
1. Be Genuine
Focus on authenticity rather than perfection. Audiences connect more with real moments than staged ones.
2. Use Multiple Formats
Experiment with different content formats to keep your audience engaged. Examples include:
Instagram Stories and Reels.
TikTok videos.
Live streams on Facebook or YouTube.
Carousel posts on LinkedIn or Instagram.
3. Involve Your Team
Encourage your employees to contribute content. Their unique perspectives and personalities will add diversity to your social media presence.
4. Add Context
Provide captions or commentary that explain what the audience is seeing. This adds depth and helps your followers understand the significance of the content.
5. Maintain Consistency
Ensure your BTS content aligns with your brand’s voice and values. A consistent approach reinforces your brand identity.
Platforms to Showcase BTS Content
1. Instagram
Use Instagram Stories for quick, informal updates.
Post Reels to share dynamic and engaging behind-the-scenes moments.
Create highlights for evergreen BTS content.
2. LinkedIn
Share professional behind-the-scenes content to connect with a business-oriented audience.
Post about company milestones, employee achievements, or production processes.
3. Facebook
Use Facebook Live to stream real-time BTS moments.
Post photo albums of events or workplace culture.
4. TikTok
Showcase creative, short-form BTS content that aligns with trending sounds or themes.
Post humorous or relatable moments from your daily operations.
5. YouTube
Publish longer-form videos documenting your processes or team stories.
Create a series around your brand’s journey or customer stories.
Best Practices for BTS Content
1. Plan, But Stay Flexible
While spontaneity is a hallmark of BTS content, having a loose plan ensures you capture meaningful moments without going off-brand.
2. Respect Privacy
Ensure you have consent from employees or customers before sharing their images or stories.
3. Monitor Engagement
Track metrics like likes, shares, and comments to understand what type of BTS content resonates most with your audience.
4. Balance BTS with Other Content
While BTS content is valuable, ensure it complements your overall content strategy rather than dominating it.
Examples of Successful BTS Campaigns
1. Starbucks’ Employee Highlights
Starbucks often features baristas and store managers on their social media channels, showcasing the people behind their iconic coffee experience.
2. Zappos’ Workplace Culture
Zappos uses behind-the-scenes content to highlight their fun and quirky office environment, aligning with their customer-centric brand image.
3. National Geographic’s Photographer Stories
National Geographic shares BTS moments from their photographers in the field, providing a deeper appreciation for the work that goes into their stunning visuals.
Common Mistakes to Avoid
1. Oversharing
Avoid overwhelming your audience with too much BTS content. Focus on quality over quantity.
2. Neglecting Professionalism
While BTS content should feel casual, ensure it reflects positively on your brand.
3. Ignoring Feedback
Pay attention to audience feedback to refine your BTS strategy over time.
Conclusion
Behind-the-scenes content is a powerful tool for building trust and strengthening relationships with your audience. By showcasing the human side of your brand and being transparent about your processes, you can create a loyal community that values authenticity.
Start incorporating BTS content into your social media strategy today and watch your audience engagement and trust soar. Whether it’s through team stories, production insights, or event preparations, the opportunities to connect are endless!
