New York native and nomad by choice— Emily is a marketing & PR pro, now the founder of the award-winning R Public Relations, New York.
A brightly lit, cubicle-ridden office seems to be the hottest place for content creation these days. Behind-the-scenes (BTS) content can allow small businesses to create authentic, easy-to-make videos that reap lucrative results. Traditional advertising methods often feel impersonal, so posting content without the explicit intention of advertising products or services can foster authentic connections while boosting sales.
Customers are increasingly interested in the stories behind the products or services they consume. When people get a glimpse into the behind-the-scenes operations of a small business, it can humanize the brand. By sharing day-to-day activities, challenges and triumphs, a small business can establish a deeper connection with its audience and reach new ones.
As a small-business owner who often works with other similarly-sized organizations, I’ve seen this play out repeatedly with ample success. There are a few tried-and-true tricks to nail the BTS trend on the first try. Here’s my playbook.
Take It To TikTok
I’ve found that TikTok is the best space to utilize this type of marketing. Because the platform is primarily video-based, behind-the-scenes content is easily digestible, and viewers love it. According to HelloAlice, approximately two-thirds of small-business owners (67%) said that TikTok helps them tell stories in a creative way.
Despite being one of the newest social media platforms, TikTok’s influence is outsized. Another statistic from HelloAlice backs this: “Among SMBs already on TikTok, 78% said they plan to increase their investment in the platform—the highest rate of all platforms surveyed.”
BTS content opens up new avenues for small businesses to gain exposure and build brand awareness. According to an Adweek-Morning Consult survey, 15% of all adults and 36% of Gen-Z have made purchases based on TikTok. Especially for businesses with retail components, behind-the-scenes content can reach consumers not typically within market demographics, impact them and immediately push them to the business’s website. Again, this demonstrates how unfiltered content can lead to greater sales with minimal effort.
Sell Your Brand, Not Your Product
Use the small size of your business to your advantage! Demonstrate your brand’s true personality and the people behind it in a wholly organic and compelling way. Unfiltered content captures the attention of a wider audience and adds a human touch to the brand, making it more relatable. Exhibiting the inner workings of your company can play a significant role in shaping your brand’s identity and gaining customer engagement with an audience that would not have otherwise been reached.
Work Smarter, Not Harder
Making and posting unfiltered content is an incredibly affordable method to market your company. It’s free and doesn’t take extra time for your team to accomplish, outside of some basic editing.
My team’s favorite tip for creating BTS content quickly and efficiently is to film and edit within whatever platform we plan to publish on. Rather than taking sporadic videos of our employees, letting them get lost in albums, and then trying to piece it all back together, we do it all at once in chronological order. It may not come out perfect, but that’s the point! Trim and edit videos as you capture them so that you’re ready to post within minutes.
Don’t Overthink It
Every business is unique, so don’t be afraid to spotlight the one-of-a-kind individuals and quirky company culture that make your business stand out. There’s no need to try to script or direct your BTS content; just capture what’s in front of you. Nobody on social media wants to watch a CEO read off a company’s values. Rather, they want to see the employees exhibiting those values in day-to-day work and life.
Here are a few ideas for behind-the-scenes content to get you started.
• Team members packaging orders.
• Tour the office space or stockroom.
• Time-lapse set-up for a major event.
• Break down the inventory process.
• Showcase company-specific traditions around the holidays or in the summer.
By allowing customers to see the people and processes that drive your business, you can use unfiltered content to foster transparency and trust. This transparency is crucial in today’s market, where consumers are more discerning and value businesses that align with their personal values. These posts can also differentiate a small business from its competitors. The authenticity and relatability gained from a BTS-forward approach to content creation can attract loyal customers who feel a genuine connection to the brand.
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