Why behind-the-scenes content works

[shaownhasan]

If you’ve ever seen movie bloopers or an interview lawyer data from your favorite actor on the set of their next film, you’re familiar with the thrill of seeing the magic behind the curtain. From memes to videos, behind-the-scenes (BTS) content gives a glance into the people behind our favorite products, services and social content. Behind-the-scenes content humanizes brands, strengthens their online presence and nurtures customer relationships. For example, a meet the team series on LinkedIn or Instagram could shine a light on a brand’s workplace culture.

In this article, we’ll show how businesses can foster trust and transparency through behind-the-scenes content. We’ll discuss why it works and how brands can leverage it to its full potential. And we’ll cover 10 examples of BTS social media content to help inspire your strategy.

Behind-the-scenes content gives a glimpse into a brand’s inner workings by showcasing candid moments and exclusive looks at how products, services, events and productions come to fruition. Social media is an ideal channel for BTS content because it can include videos, photos, blogs and other content formats that highlight the employees, procedures and creative processes that bring the business to life. For example, inside looks at how a product is made from start to end are popular because these videos are both entertaining and educational.

According to The 2023 Sprout Social Index™, the top three things consumers don’t see enough of from brands on social are authentic, non-promotional content, transparency about business practices and values, and information about how products are made/sourced.

A stat callout from The Sprout Social Index™ ranking the type of content consumers don't see enough of from brands on social. The list ranks the following content types in order: 1) Authentic, non-promotional content, 2) Transparency about business practices and values, 3) Information about how products are made or sourced, 4) Educational content related to the brand's industry and 5) User-generated content or customer testimonials.
BTS content can support all three consumer desires while building brand authenticity.