Social Media
Behind-the-Scenes Content
Behind-the-scenes (BTS) content offers your audience a glimpse into the inner workings of your company. This content type can include photos, videos, or articles showcasing your team's daily activities, the creation process of your products, company culture, events, or anything else that happens off-camera. It humanizes your brand, builds transparency, and fosters a deeper connection with your audience.
IMPLEMENTATION
Identify Interesting Aspects: Determine what behind-the-scenes content would be interesting and valuable to your audience (e.g., product development, team activities, company events).
Plan Content: Decide on the format (videos, photos, blog posts) and create a content calendar to schedule regular behind-the-scenes posts.
Capture Authentic Moments: Use smartphones or professional equipment to capture genuine moments and processes. Aim for authenticity rather than perfection.
Edit and Enhance: Edit the content to ensure clarity and engagement. Add captions, music, or commentary to enhance the viewer's experience.
Publish: Share the content on social media, your website, or video platforms like YouTube or Instagram.
Engage with Audience: Encourage comments, questions, and feedback to foster interaction.
Repurpose Content: Use behind-the-scenes content in newsletters, presentations, or other marketing materials.
STRATEGY RATING
SCORE
22
Behind-the-scenes content is cost-effective and relatively easy to produce, requiring moderate time and basic skills. It offers high engagement and interactivity due to its authentic nature and helps build a deeper connection with the audience.
RATING 1-5, 5 BEING THE BEST
4
Expertise
Requires basic photography and videography skills.
4
Cost
Generally low cost, primarily involves capturing and editing content.
3
Time
Moderate time investment for capturing and editing content.
4
Engagement
High potential for engagement due to authenticity and relatability.
3
Longevity
High interactivity through comments, questions, and social sharing.
4
Interactivity
High interactivity through comments, questions, and social sharing.
QUESTIONS TO ASK
What aspects of our business would our audience find interesting or valuable?
Do we have the resources to regularly capture and produce behind-the-scenes content?
How can we ensure the content is authentic and engaging?
Will behind-the-scenes content align with our brand values and messaging?
How will we measure the impact and success of our behind-the-scenes content?
HOW TO MEASURE
Engagement: Measure likes, comments, shares, and views on BTS content.
Traffic: Track page views and unique visitors if published on a blog or website.
Brand Sentiment: Analyze feedback and sentiment from comments and social media discussions.
Social Media Growth: Monitor increases in followers or subscribers due to BTS content.
Lead Generation: Track conversions resulting from increased brand trust and engagement.
EXAMPLE
Company: Zappos
Implementation: Zappos frequently shares behind-the-scenes content that showcases their company culture, employee activities, and the processes behind their customer service excellence. They use social media platforms like Instagram and Facebook to share photos and videos of team events, office life, and their unique company culture.
Outcome: Zappos' behind-the-scenes content generates high engagement, with followers appreciating the transparency and authenticity. This content helps humanize the brand, fostering a sense of trust and loyalty among customers. The company’s open portrayal of their culture and operations supports their reputation for exceptional customer service and strong company values.
By consistently sharing behind-the-scenes content, Zappos effectively engages their audience, builds trust, and enhances their brand image, contributing to their overall marketing success.