Behind the Scenes: The Content Strategy You’re Probably Overlooking

Hey there, fellow marketers! Let’s talk about a content strategy that doesn’t always get the spotlight but can make a big impact: behind-the-scenes content. Showing your audience how your team works, how projects come together, and the stories behind your brand helps create a more personal, authentic connection. BTS content isn’t just fun; it can boost engagement, build trust, and make your marketing feel more human. In this article, we’ll break down why behind-the-scenes content works and share practical tips for weaving it into your strategy so your brand stands out.

The Magic of Behind-the-Scenes Content

Cultivating Authenticity and Personalization

In our world, where consumers are always on the lookout for the real deal, behind-the-scenes content is like a breath of fresh air. Imagine lifting the curtain and letting people see the real personalities, stories, and processes that make your brand tick. It could be stories about your team, snippets of your company culture, or the journey of a product from idea to shelf. This kind of content doesn’t just engage, but it connects. It’s like when you meet someone and they share a personal story; suddenly, they become relatable and real.

Behind-the-scenes content is all about authenticity, which is what modern consumers crave. According to Taggbox, authentic content is crucial for building trust and loyalty. After all, who doesn’t love a brand that feels like a friend?

Showcasing Values in Action

Today, buying isn’t just about the product. People want to know the heart behind the brand. This content allows you to show, not just tell, your values and ethics in action. Whether it’s your commitment to sustainability or your passion for community projects, these stories can humanize your brand, making it more relatable and trustworthy.

Think about it: would you rather support a company that just talks about its values, or one that shows you how they live them every day? Recent trends emphasize that storytelling with depth can help brands stand out in a saturated market.

Engaging in Real-Time and Encouraging Interaction

What sets behind-the-scenes content apart is its interactive nature. It’s like inviting your audience to join you on your journey. By encouraging comments, likes, and shares, you’re not just broadcasting; you’re having a conversation. This real-time engagement invites feedback and builds a sense of community.

Crafting the Perfect Behind-the-Scenes Content

Understand Your Audience

Understanding your audience is key to tailoring content that hits the mark. It’s about knowing their journey and crafting your narrative to resonate with them at different stages. Think about their interests, how they interact with your brand, and what unique stories would intrigue them. Here are some questions to ponder:

• Who is my audience, and what are their interests?
• How do they interact with my brand on different platforms?
• What unique aspects of the brand journey will intrigue them?

Cross-Functional Collaboration

Creating compelling behind-the-scenes content in a video production company is a collaborative effort that goes beyond the creative team. At Luma Creative, producers, directors, camera operators, editors, and motion designers all bring unique perspectives that make each story richer. By working together, the team can capture not only the technical craft behind a shoot but also the human moments that resonate with audiences.

How Collaboration Strengthens BTS Content

• Highlighting Every Role: From lighting setups to post-production edits, showing the full spectrum of talent builds authenticity
• Capturing the Complete Process: Coordinated efforts ensure BTS footage tells the story from concept to final delivery
• Creating Cohesive Stories: Team collaboration keeps the narrative consistent across videos, social media, and client-facing content
• Maximizing Efficiency: When everyone shares insights and coordinates shoots, BTS content is easier to plan, film, and repurpose

By integrating input from every department, Luma Creative turns behind-the-scenes moments into engaging content that demonstrates expertise, creativity, and the human side of production. This collaborative approach not only strengthens brand storytelling but also builds trust with clients and audiences alike.

Check out this example from a recent shoot we did!

Rigorous Analysis and Metrics

To understand how your behind-the-scenes content is performing, you need to measure it. Tools like Google Analytics are your best friends here. They provide insights into engagement and conversion, helping you adapt your strategy to audience preferences and boost ROI.

Diversifying Content Distribution

The reach of your behind-the-scenes content is crucial. A successful strategy should include multiple distribution channels. Start with owned media like blogs and newsletters, then expand to earned and paid media. Collaborations with influencers or media mentions can also amplify organic growth.

Optimizing Existing Content

Don’t underestimate the power of repurposing content. If something resonates with your audience, adapt it for different formats or platforms. Transform a popular behind-the-scenes blog post into an infographic or video, multiplying its impact while minimizing resource expenditure.

Here’s that same Instagram post from above repurposed for LinkedIn!

BTS on Social Platforms: Where It Works Best

While behind-the-scenes content is valuable for any brand, its impact is magnified when shared strategically across social platforms. Each platform offers unique ways to showcase your team, processes, and culture in ways that resonate with audiences. Instagram and TikTok excel at short-form, visually engaging clips that can highlight day-to-day moments or quick project updates. LinkedIn provides a professional space to share BTS insights from a business or corporate perspective, helping establish thought leadership and credibility. YouTube allows for longer, more in-depth content, giving viewers a complete look at your creative process from concept to completion.

Maximizing Engagement on Each Platform

The key to successful BTS content is tailoring it to the platform and audience behavior. Here are some examples of what works best on each:

• YouTube: Longer videos like production walkthroughs, tutorials, and project deep dives
• Instagram and TikTok: Short clips, team introductions, quick project highlights, or fun office moments
• LinkedIn: Professional insights, behind-the-scenes of company initiatives, lessons learned, and case studies

Consistency and Authenticity Across Channels

Regardless of platform, consistency and authenticity are critical. Audiences respond to content that feels real and relatable. Showcasing your team’s personality, challenges, and successes builds trust. Cross-posting BTS content across multiple channels, while adapting format and messaging, ensures your stories reach different audience segments without losing impact. When done well, behind-the-scenes content becomes a powerful tool for engagement, connection, and community building.

Actionable Steps for Implementing a Behind-the-Scenes Content Strategy

Here’s a 10-step guide to jumpstart your behind-the-scenes content journey:

1. Define Objectives: Set clear goals for your content.
2. Know Your Audience: Identify and understand your target segments.
3. Harness Team Collaboration: Engage multiple departments for a diversified narrative.
4. Select the Right Platforms: Choose the platforms that suit your audience, be it social media, newsletters, or blogs.
5. Authenticity is Key: Keep content real and relatable.
6. Measure with Analytics: Use tools to track engagement and tweak strategy as needed.
7. Repurpose Wisely: Adapt popular content into multiple formats.
8. Explore Partnerships: Leverage collaborations for expanded reach.
9. Embrace Continuous Learning: Stay updated with emerging trends and strategies.
10. Feedback Loop: Encourage and act on audience feedback to refine storytelling.

Conclusion: Elevate Your Brand with Behind-the-Scenes Content

Behind-the-scenes content isn’t just a trendy add-on. It’s a powerful way to showcase your team, process, and personality while building genuine connections with your audience. When executed well, it strengthens trust, deepens engagement, and helps your brand stand out in today’s competitive landscape.

At Luma Creative, we specialize in brand video production and corporate video production that brings your story to life. As a leading San Francisco social media marketing agency, we know how to create content that resonates across channels, helping your brand connect with audiences in authentic and meaningful ways.

Ready to elevate your content strategy? Contact Luma Creative today and start showcasing the people and processes that make your brand unique.