In case you’ve ever seen film bloopers or an interview out of your favourite actor on the set of their subsequent movie, you’re accustomed to the joys of seeing the magic behind the scenes. From memes to movies, behind-the-scenes (BTS) content material provides a look into the individuals behind our favourite merchandise, providers and social content material. Behind-the-scenes content material humanizes manufacturers, strengthens their on-line presence and nurtures buyer relationships. For instance, a meet the team sequence on LinkedIn or Instagram might shine a light-weight on a model’s office tradition.
On this article, we’ll present how companies can foster belief and transparency by behind-the-scenes content material. We’ll talk about why it really works and the way manufacturers can leverage it to its full potential. And we’ll cowl 10 examples of BTS social media content material to assist encourage your technique.
What’s behind-the-scenes (BTS) content material?
Behind-the-scenes content material provides a glimpse right into a model’s interior workings by showcasing candid moments and unique seems at how merchandise, providers, occasions and productions come to fruition. Social media is a perfect channel for BTS content material as a result of it may possibly embrace movies, images, blogs and different content material codecs that spotlight the workers, procedures and artistic processes that carry the enterprise to life. For instance, inside seems at how a product is constituted of begin to finish are common as a result of these movies are each entertaining and academic.
Why behind-the-scenes content material works
In keeping with The 2023 Sprout Social Index™, the highest three issues shoppers don’t see sufficient of from manufacturers on social are genuine, non-promotional content material, transparency about enterprise practices and values, and details about how merchandise are made/sourced.
BTS content material can help all three shopper needs whereas constructing brand authenticity.
10 behind-the-scenes publish concepts and examples to your subsequent marketing campaign
1. Present the individuals behind your model
Worker spotlights showcase the faces behind the enterprise, however these posts have extra advantages. Worker highlights that reference the talents, experience and dedication of your group set up your model as an authority in your trade.
For instance, to have a good time Sprout making G2’s best software list for the seventh consecutive yr, we shared a number of posts that includes our product and engineering group members studying buyer critiques:
2. Showcase your workplace or retailer in a artistic approach
When you’ve got bodily shops or showrooms, reinforce your model id by highlighting their structure, design and environment. One of these content material is visually partaking and reveals audiences what they will anticipate after they purchase in particular person. One of these BTS content material can also be nice for selling particular gross sales or occasions, as a result of it encourages individuals to go to in particular person.
Within the examples under, Warby Parker spotlights two places. Their Nob Hill retailer parodies 90s sitcom theme track intros whereas the Grand Rapids group pays tribute to the Actual Housewives franchise. Each groups might be seen strolling across the retailer and displaying off the model’s eyewear.
This behind-the-scenes content material instance can double as “meet the group” content material, however you don’t should be restricted to a storefront—you may recreate comparable ideas in your workplace.
3. Carry your viewers alongside to your occasions
If your corporation is internet hosting or attending an occasion or convention, carry your viewers alongside to benefit from the pleasure. For instance, when Sprout attended South by Southwest (SXSW) in 2023, we created an Instagram Reel displaying how we partnered with TikTok for a convention session. We additionally shared 4 takeaways from the workshop to encourage individuals to attend the subsequent session:
4. Share your day-to-day duties and workflows
Don’t restrict BTS to picture and video: weblog articles and different content material varieties may also give a glance into the on a regular basis workings of your model. For instance, in our publish about social media team models, we clarify our group construction and the way they handle Sprout’s varied accounts. We define the precise instruments and options the group makes use of, all of the whereas sprinkling in components of storytelling.
5. Spark curiosity round upcoming releases with static and video teases
Use static posts to tease different BTS content material or encourage your viewers to take motion. For instance, in our Instagram carousel publish under, the primary slide reveals a dialog between group members engaged on an episode of Unread. Within the subsequent slide, they present a video clip referencing a subject of their dialog:
6. Take audiences in your video manufacturing units
Give a sneak peek at upcoming movies by sharing moments out of your model’s manufacturing set. You possibly can create an genuine story by displaying how the manufacturing set is organized, sharing bloopers and sound bites.
Within the video under, we share candid moments from our social group to advertise a brand new Unread episode. We embrace unscripted moments from carrying gear to selfies:
7. Showcase model values and office tradition
Leverage the facility of storytelling as an instance your model values and tradition. Illustrate how your group members navigate working at your organization. Within the video under, Crew Sprout highlights work-life steadiness by sharing how we unplug with versatile working hours:
8. Illustrate the manufacturing course of to your services or products
As we talked about earlier, the Index stories that customers don’t see sufficient details about how merchandise are made or sourced. Exhibiting the method behind what it takes to create your services or products gives transparency into enterprise practices. One of these BTS content material instance is very nice for remodeling tedious and time-consuming duties into enjoyable, digestible and intriguing moments.
For instance, an organization might publish a brief achievement time-lapse video on TikTok or Instagram, or stroll by your complete bathroom paper-making course of in a YouTube video like Scott Model did within the video under:
9. Share day within the life content material
Day within the life movies are staples in social behind-the-scenes content material displaying a typical day for a group or particular person at your group. Together with supporting transparency and authenticity, day within the life movies may also educate viewers.
Take your viewers by your complete workday or a selected activity. For instance, the homeowners of Sani take us alongside their cloth buying journey. They clarify their thought course of when in search of supplies within the TikTok under:
Day within the lifetime of content material may also embrace brief clips that briefly function a routine, problem, and so forth. Within the TikTok under, one of many homeowners of Sani is proven making an attempt to tug a load of bins of their warehouse:
10. Share progress or before-and-after content material
Contemplate sharing a progress video or before-and-after images for an unique have a look at an upcoming mission or launch to create hype amongst your prospects. For instance, Krispy Kreme reveals how they remodel their basic glazed doughnuts into a brand new seasonal deal with. Within the caption, they encourage doughnut lovers to be taught extra and order by way of a hyperlink in bio.
Tips on how to get extra out of your behind-the-scenes content material
BTS is a vital a part of your corporation and content material technique. If you wish to seamlessly incorporate BTS content material into your methods, you’ll want a device like Sprout that will help you create, schedule, observe and amplify your posts. Listed below are 3 ways you should use Sprout to take full benefit of your BTS content material:
1. Use social listening to search out BTS concepts that may work to your viewers
Use social listening insights to tell your BTS content material. By monitoring and analyzing related conversations and subjects associated to your model and trade, you may establish what pursuits your viewers essentially the most. For instance, you would create a BTS video that additionally solves a typical drawback your audience or buyer expertise.
2. Monitor BTS publish engagement to see what resonated
With Sprout, you may monitor the efficiency of your previous BTS content material. By analyzing engagement and consciousness metrics, pinpoint your highest-performing content material and use it to iterate your future content material technique.
3. Amplify publish attain with worker advocacy
Staff are the center of BTS content material, so adopting an advocacy plan will assist amplify it. Creating an employee advocacy content strategy will lengthen your model’s attain with out extra paid spend.
Sprout’s Worker Advocacy platform centralizes shareable content material so group members can simply publish accredited content material to their varied networks. For instance, in an Edgio case study, the corporate used Worker Advocacy to generate $126,000+ in earned media worth (EMV) in three months after launching this system.
Develop your model with behind-the-scenes content material
BTS content material holds a window to the tales behind your model, fostering a deeper reference to audiences whereas additionally serving as a strong device for entrepreneurs. Expertise how Sprout will strengthen your BTS content material technique by signing up for a free 30-day trial.