Business owners often express uncertainty about what to post on social media. The pressure to constantly churn out engaging, fresh content can be overwhelming. If you find yourself stuck in a content rut, behind the scenes content could be the answer you’ve been looking for. Highlighting the real people and the everyday operations behind your brand can connect with your audience in a whole new way.
Behind the scenes content can offer a refreshing break from the constant promotional material that fills most social media feeds. It shows the humans behind your business, makes your brand more relatable, and ultimately helps you engage your audience more effectively. By humanizing your brand, you build a stronger, more personal connection with your followers.
The Common Dilemma – What to Post on Social Media?
Many business owners aren’t sure what to post on social media. The pressure to maintain a constant flow of engaging content can be daunting. This uncertainty often leads to over-reliance on promotional posts, which can make social media feeds feel repetitive and disconnected from the human element of the brand.
This is where behind-the-scenes content can shine. When you show the day-to-day operations, highlight team interactions, or share light-hearted goofy moments, you break away from the grind of promotional posts. Your audience gets a genuine look into your business, which keeps them engaged and interested.
What is Behind the Scenes Content?
Behind-the-scenes content encompasses various forms of material that take your audience behind the curtain. Examples include showing a typical day in the office, team-building activities, meetings, or spontaneous and light-hearted moments. Essentially, it’s anything that gives your followers a peek at the everyday life of your business operations.
This type of content allows you to be authentic, offering a real-life glimpse into your workspace and team. It goes beyond the polished, picture-perfect posts, showcasing the humans behind your brand in their true and relatable selves. Authenticity shines through, turning your followers into loyal fans.
Why Behind the Scenes Content Works
Showcasing the Humans Behind the Brand
One of the biggest advantages of behind-the-scenes content is its ability to showcase the real people behind your business. When your audience sees the faces and personalities that drive your brand, they begin to form personal connections. This human aspect can significantly elevate your social media engagement.
Take, for example, a bakery sharing videos of its bakers crafting pastries or a real estate team walking through a house for the first time. These glimpses of the human side make your brand more relatable and likable, creating a bond that promotional content alone cannot achieve.
Providing a Break from Promotional Material
Consistently posting promotional content can make your social media feed seem monotonous and uninteresting. Users can quickly grow tired of constant advertisements and may even unfollow to escape the sales talk. Behind-the-scenes content offers a much-needed break from this stream of promotional material, keeping your feed diverse and engaging.
For instance, instead of promoting a new product launch with yet another ad, you can share a behind-the-scenes look at the development process or the team celebrating milestones. This switch-up not only retains audience interest but also portrays your brand as dynamic and multi-faceted.
Humanizing the Brand
In today’s market, humanizing your brand is crucial. Behind-the-scenes content does just that by making your brand relatable and approachable. When your audience sees that there are real people behind the scenes, dealing with everyday challenges and celebrating wins, they start to feel a connection.
Brands like Glossier and Zappos have mastered this by frequently posting behind-the-scenes content of their team meetings, product win moments, and company culture events. These posts not only boost engagement but also build a loyal community around the brand. Showing the human side helps in building trust and encourages a two-way conversation with your audience.
Tips for Creating Engaging Behind the Scenes Content
Creating engaging behind-the-scenes content doesn’t have to be complicated. Start by regularly sharing updates about your team’s daily activities. Highlight what makes your workplace unique and show the camaraderie among your staff. Use humor and spontaneity to showcase lighter moments, making your brand more relatable.
Another effective tip is to provide insights into your creative or operational processes. Show your team brainstorming ideas, creating products, or even dealing with challenges. This transparency makes your audience feel like insiders and fosters a deeper connection with your brand. The key is to be authentic and true to your business’s personality.
Behind the scenes content can significantly boost your social media engagement by showcasing the human side of your brand, breaking away from constant promotional material, and making your business more relatable. This type of content allows your audience to connect with the real people behind your business, making them more likely to engage and become loyal followers.
If you’re not already incorporating behind-the-scenes content into your social media strategy, now is the time to start. Create a content calendar, involve your team in brainstorming sessions, and most importantly, keep it authentic. By doing so, you’ll build a stronger connection with your audience and foster a loyal, engaged community around your brand.