Should you’ve ever seen film bloopers or an interview out of your favourite actor on the set of their subsequent movie, you’re acquainted with the joys of seeing the magic backstage. From memes to movies, behind-the-scenes (BTS) content material offers a look into the folks behind our favourite merchandise, companies 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 workforce collection on LinkedIn or Instagram may 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 focus on 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 offers a glimpse right into a model’s internal workings by showcasing candid moments and unique seems at how merchandise, companies, occasions and productions come to fruition. Social media is a perfect channel for BTS content material as a result of it may well embrace movies, images, blogs and different content material codecs that spotlight the workers, procedures and artistic processes that deliver the enterprise to life. For instance, inside seems at how a product is comprised of begin to finish are in style 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 client wishes whereas constructing model authenticity.
10 behind-the-scenes publish concepts and examples to your subsequent marketing campaign
1. Present the folks 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 workforce set up your model as an authority in your business.
For instance, to have a good time Sprout making G2’s finest software program checklist for the seventh consecutive 12 months, we shared a number of posts that includes our product and engineering workforce members studying buyer opinions:
2. Exhibit your workplace or retailer in a artistic means
If in case you have bodily shops or showrooms, reinforce your model identification by highlighting their format, design and environment. Such a content material is visually participating and reveals audiences what they will anticipate once they purchase in individual. Such a BTS content material can also be nice for selling particular gross sales or occasions, as a result of it encourages folks to go to in individual.
Within the examples beneath, Warby Parker spotlights two places. Their Nob Hill retailer parodies 90s sitcom theme tune intros whereas the Grand Rapids workforce pays tribute to the Actual Housewives franchise. Each groups may 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 workforce” content material, however you don’t should be restricted to a storefront—you possibly can recreate comparable ideas in your workplace.
3. Convey your viewers alongside to your occasions
If what you are promoting is internet hosting or attending an occasion or convention, deliver 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 folks to attend the following session:
4. Share your day-to-day duties and workflows
Don’t restrict BTS to photograph 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 workforce fashions, we clarify our workforce construction and the way they handle Sprout’s varied accounts. We define the particular instruments and options the workforce makes use of, all of the whereas sprinkling in parts 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 beneath, the primary slide reveals a dialog between workforce 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 beneath, we share candid moments from our social workforce 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 for example your model values and tradition. Illustrate how your workforce members navigate working at your organization. Within the video beneath, Staff 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 reviews that buyers 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. Such a BTS content material instance is particularly nice for reworking tedious and time-consuming duties into enjoyable, digestible and intriguing moments.
For instance, an organization may publish a brief achievement time-lapse video on TikTok or Instagram, or stroll by your complete rest room paper-making course of in a YouTube video like Scott Model did within the video beneath:
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 workforce 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 searching for supplies within the TikTok beneath:
Day within the lifetime of content material may also embrace quick clips that briefly characteristic a routine, problem, and many others. Within the TikTok beneath, one of many homeowners of Sani is proven making an attempt to drag a load of containers of their warehouse:
10. Share progress or before-and-after content material
Think about sharing a progress video or before-and-after images for an unique take 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.
The way to get extra out of your behind-the-scenes content material
BTS is a crucial a part of what you are promoting and content material technique. If you wish to seamlessly incorporate BTS content material into your methods, you’ll want a instrument like Sprout that can assist you create, schedule, observe and amplify your posts. Listed below are 3 ways you need to 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 business, you possibly can determine what pursuits your viewers essentially the most. For instance, you possibly can create a BTS video that additionally solves a typical drawback your target market or buyer expertise.
2. Monitor BTS publish engagement to see what resonated
With Sprout, you possibly can 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 guts of BTS content material, so adopting an advocacy plan will assist amplify it. Creating an worker advocacy content material technique will lengthen your model’s attain with out extra paid spend.
Sprout’s Worker Advocacy platform centralizes shareable content material so workforce members can simply publish authorised content material to their varied networks. For instance, in an Edgio case examine, 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 instrument for entrepreneurs. Expertise how Sprout will strengthen your BTS content material technique by signing up for a free 30-day trial.
