In the age of social media, customers want more than just a polished end product or service; they crave authenticity and a personal connection with the brands they support. This is where showcasing behind-the-scenes (BTS) content can play a transformative role for small businesses. It’s a simple yet powerful way to humanize your brand, build trust, and generate interest.

Here’s how to effectively leverage BTS content to engage your audience and attract potential customers.

🏵️ Humanize your brand

Behind-the-scenes content helps put a face (or faces) to your business. Customers love seeing the real people behind the products and services they buy. Whether it’s introducing your team, sharing personal stories, or showing the daily grind, this content builds emotional connections.

Ideas:

• Team introductions: Share stories or photos of your employees, explain their roles, and highlight their expertise.
• Work-in-progress shots: Show what goes into making your products or providing your services. For example, if you’re a florist, share time-lapse videos of you crafting arrangements.

🏵️ Share your process

Everyone loves a good “how it’s made” story. Showing your audience what happens behind the curtain adds a sense of transparency and makes your process more relatable. It also educates your audience on the work and passion you put into your business, helping them understand the value of what they’re paying for.

Ideas:

• Production process: Whether it’s creating a product, prepping for an event, or setting up shop for the day, take your audience on a journey through the steps involved.
• Behind the product launch: Share the planning, development, and testing phases of a new product or service. Highlight the attention to detail, quality control, and problem-solving efforts that make your offering special.

🏵️ Show off your workspace

Your workspace is often a reflection of your brand’s personality. Giving your audience a glimpse into your workspace—whether it’s a cozy home office, a bustling workshop, or a beautiful storefront—can spark their curiosity and make them feel connected to your business.

Ideas:

• Workspace tours: Show off your setup, from tools and technology to décor and organization. A tidy, well-designed space may also reinforce your professionalism.
• Before and after shots: If you’ve recently renovated or reorganized, share the transformation with your audience.

🏵️ Highlight challenges and wins

Running a small business isn’t always smooth sailing, and being open about your challenges and successes can create a sense of solidarity with your audience. People appreciate honesty and often feel more inclined to support businesses they can relate to.

Ideas:

• Overcoming hurdles: Did you face a tough challenge? Share how you and your team overcame it. This not only demonstrates resilience but also shows the care and commitment behind your work.
• Celebrate wins: Whether it’s completing a major project, winning an award, or reaching a milestone, share these victories with your audience and invite them to celebrate with you.

🏵️ Create a sense of exclusivity

People love to feel like they’re getting an exclusive peek into something special. BTS content can give your audience the impression that they are part of an inner circle, deepening their engagement and loyalty.

Ideas:

• Sneak peeks: Offer early looks at upcoming products, services, or events. Tease what’s to come with short clips or photos, sparking curiosity.
• Behind-the-scenes events: If you’re hosting or participating in an event, give your followers a backstage pass. Share the preparations, setup process, and behind-the-scenes action during the event.

🏵️ Highlight customer interactions

Showing how you interact with your customers in real-time helps potential clients feel more confident in doing business with you. It demonstrates that you care about your clientele and strive to provide top-notch service.

Ideas:

• Customer testimonials: Record candid moments of customers reacting to your products or services. This is a powerful way to showcase genuine satisfaction and appreciation.
• Live Q&A sessions: Host an interactive live stream where you answer questions, show off products, or give a behind-the-scenes tour of your workday.

🏵️ Showcase sustainability and ethics

Consumers are increasingly drawn to businesses that prioritize sustainability and ethical practices. BTS content that demonstrates your commitment to these values can significantly boost your brand image and attract a conscientious customer base.

Ideas:

• Eco-friendly practices: Share how your business minimizes its environmental footprint, whether through using sustainable materials, reducing waste, or supporting ethical suppliers.
• Giving back to the community: Show involvement in local community events, charities, or partnerships that align with your brand values.

🏵️ Leverage multiple platforms

Not all content works equally well across all platforms. Consider the strengths of each social media channel when planning your BTS content to maximize its impact.

• Instagram & TikTok: Ideal for short, visually engaging content like time-lapse videos, quick tours, and sneak peeks.
• Facebook: Great for in-depth storytelling, live events, and community engagement.
• YouTube: Perfect for longer-form content, tutorials, and behind-the-scenes documentaries.
• LinkedIn: Share professional milestones, team highlights, and industry insights.

Final thoughts

Behind-the-scenes content offers small businesses a unique opportunity to showcase authenticity, build trust, and engage with their audience on a personal level. By sharing the human elements of your brand, you can generate genuine interest, foster customer loyalty, and set yourself apart from the competition.

So, don’t be afraid to pull back the curtain—your customers will appreciate the transparency, and it may just lead to more business opportunities in the future! 🌟