What is Behind-the-Scenes Content?
Learn what Behind-the-Scenes Content means, why it matters for social visibility, and how automated content keeps your brand consistently in front of your audience.
Definition
Behind-the-scenes (BTS) content shows your audience the people, processes, and day-to-day reality behind your brand. Building authenticity and humanizing.
What is Behind-the-Scenes Content?
Behind-the-scenes content pulls back the curtain on your business. Showing how products are made, how your team works, office culture, decision-making processes, and the messy reality that polished marketing hides.
It’s the opposite of perfectly curated content. BTS content is raw, relatable, and real. A video of your team packing orders at midnight. A photo of the whiteboard during a brainstorm session. A Story showing the 5 failed attempts before the perfect shot. Audiences crave this because it makes brands feel human.
Sprout Social’s 2024 data found that 64% of consumers want brands to connect with them authentically. BTS content is one of the most reliable ways to do that.
Why Does Behind-the-Scenes Content Matter?
Trust is built through transparency. BTS content is transparency in action.
- Authenticity. In an era of polished ads and filtered content, raw BTS footage stands out. It signals: “We’re real people, not a marketing department”
- Higher engagement rates. BTS posts consistently outperform product posts on engagement. People love seeing the human side of businesses
- Brand voice reinforcement. BTS content shows your culture, values, and personality in a way that scripted content can’t
- Low production cost. BTS content is expected to be informal. A phone camera and natural lighting are all you need. No designer required
For small businesses and local brands, BTS content is the easiest way to compete with bigger brands on social media.
How Behind-the-Scenes Content Works
Choose What to Show
Product creation processes, team meetings, packaging and shipping, office tours, event prep, bloopers, and “day in the life” formats all work. Anything that answers the question: “What actually goes on here?”
Keep It Raw
Don’t over-edit BTS content. The whole point is authenticity. Quick phone videos, casual photos, and real-time Stories perform better than produced clips. People can smell a fake “behind the scenes” a mile away.
Post Regularly
Make BTS a recurring part of your content mix. One BTS post per week keeps your brand feeling approachable. Use Stories for daily micro-BTS moments and feed posts for bigger BTS narratives.
Behind-the-Scenes Content Examples
A local bakery films a 15-second TikTok of their baker hand-rolling croissants at 4 AM. No music, no effects. Just the sound of dough and a dark kitchen. The video gets 180,000 views and 4,000 likes. People love seeing the craft.
A SaaS company posts a LinkedIn photo of their whiteboard after a strategy session, with the caption: “This is what planning our next quarter actually looks like.” It generates 150 comments from other founders sharing their own messy planning processes.
Platform Comparison
| Platform | Best For | Content Type | Audience |
|---|---|---|---|
| Visual brands, lifestyle | Reels, Stories, carousels | 18-34 age group | |
| TikTok | Discovery, virality | Short-form video | 16-30 age group |
| B2B, thought leadership | Articles, documents, polls | Professionals 25-55 | |
| YouTube | Long-form, tutorials | Video (Shorts + long) | All demographics |
| X (Twitter) | News, conversations | Text, threads | News-oriented users |
Tools and Resources
| Tool | Purpose | Price |
|---|---|---|
| Meta Ads Manager | Facebook + Instagram ads | Free (pay for ads) |
| Buffer | Social scheduling | Free tier available |
| Canva | Graphic design for social | Free tier available |
| Sprout Social | Enterprise social management | From $249/month |
| theStacc | SEO content that feeds social channels | From $99/month |
Frequently Asked Questions
What kind of BTS content performs best?
Process videos (how things are made), team moments, and “day in the life” content tend to get the most engagement. Anything that feels genuine and unscripted resonates.
Do customers actually care about BTS content?
Yes. Consumers report higher trust in brands that show their process and people. It’s especially powerful for local businesses, D2C brands, and companies with a strong company culture.
How do you create BTS content without it feeling forced?
Capture real moments as they happen rather than staging them. Keep your phone handy. Film the actual messiness of work. If you’re thinking about lighting and angles, it’s probably not genuine BTS.
Want to pair your authentic social content with SEO articles that rank? theStacc publishes 30 SEO-optimized articles to your site every month. Automatically. Start for $1 →
Sources
- Sprout Social: Consumer Authenticity Report
- HubSpot: Behind-the-Scenes Content Ideas
- Later: BTS Content Strategy
Putting Behind-the-Scenes Content to work for your brand
Knowing what Behind-the-Scenes Content means gives you the theory. Applying it requires showing up consistently across channels. Which is where most businesses fall behind. theStacc automates your SEO and content calendar so your brand builds visibility without manually writing and scheduling every post.
See how theStacc worksRelated Terms
Brand voice is the consistent personality and tone used across all brand communications. Learn how to define, document, and maintain your brand voice.
Engagement rate measures how actively your audience interacts with your content. Learn the formula, benchmarks by platform, and how to improve engagement.
Ephemeral content is social media content that disappears after a set period. Typically 24 hours. Like Instagram Stories, Facebook Stories, and Snapchat.
Storytelling in marketing is the use of narrative structure. Characters, conflict, resolution. To make content emotionally compelling and memorable.
User-generated content (UGC) is content created by customers about your brand. Learn UGC types, examples, and strategies for encouraging and using UGC.
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