Creating and sharing behind-the-scenes content can be a highly effective strategy for giving your audience an authentic glimpse into your brand’s personality and culture. This type of content can help build a stronger connection with your audience, humanize your brand, and enhance engagement. Here’s a detailed guide on how to create and share behind-the-scenes content:
1. Define Your Goals and Audience
Before creating behind-the-scenes content, it’s crucial to understand your objectives. Are you trying to build brand loyalty, increase engagement, or show transparency? Additionally, know your audience’s preferences. What do they find interesting? What kind of content do they engage with the most?
2. Plan Your Content
Once you have clear goals and understand your audience, plan your content. Identify the key aspects of your business that you want to showcase. This could include:
- Day-to-Day Operations: Show how your team works daily, including meetings, brainstorming sessions, and regular tasks.
- Employee Stories: Feature your employees, highlighting their roles, personalities, and contributions to the company.
- Product Development: Give a sneak peek into how your products are made, from concept to final product.
- Company Events: Share footage from company events, celebrations, team-building activities, and community involvement.
- Behind-the-Scenes of Campaigns: Show the process of creating a marketing campaign, photoshoot, or commercial.
3. Use Various Formats
Diversity in content formats can keep your audience engaged. Consider using:
- Photos and Videos: Capture moments using high-quality photos and videos. Videos can be particularly engaging, especially if they are well-edited and include interesting details.
- Live Streams: Live streaming events or daily activities can offer a real-time glimpse into your brand’s world. Platforms like Instagram Live, Facebook Live, or YouTube Live are great for this.
- Stories and Reels: Use Instagram Stories, Reels, or similar features on other platforms to share short, engaging snippets of behind-the-scenes content.
- Blog Posts: Write detailed blog posts about behind-the-scenes processes, employee stories, or event recaps.
4. Involve Your Team
Your team is a crucial part of your brand’s personality. Involve them in creating behind-the-scenes content. This not only makes the content more diverse and interesting but also helps in showcasing the real people behind your brand. Encourage employees to share their perspectives and experiences.
5. Maintain Authenticity
Authenticity is key in behind-the-scenes content. Avoid overly polished or staged content. Instead, focus on being genuine and transparent. Show both the successes and challenges. This authenticity builds trust and makes your brand more relatable.
6. Create a Content Calendar
Plan and schedule your content to ensure consistency. A content calendar helps in organizing what to post and when. This can also help in coordinating with different departments and ensuring a steady flow of content.
7. Engage with Your Audience
Once you share behind-the-scenes content, engage with your audience. Respond to comments, ask for their feedback, and involve them in conversations. This interaction can enhance the sense of community and loyalty among your audience.
8. Use Hashtags and Tags
To increase the visibility of your behind-the-scenes content, use relevant hashtags and tags. Tagging your location, employees, and using industry-specific hashtags can help reach a wider audience.
9. Monitor and Analyze Performance
Regularly monitor the performance of your behind-the-scenes content. Use analytics tools to track engagement, reach, and other relevant metrics. This data can provide insights into what works and what doesn’t, helping you refine your strategy.
10. Showcase Company Culture and Values
Behind-the-scenes content is an excellent opportunity to highlight your company culture and values. Showcase how your team collaborates, how you celebrate achievements, and how you contribute to the community. This not only builds a positive image but also attracts potential employees who resonate with your values.
Examples of Effective Behind-the-Scenes Content:
Apple: Apple often shares behind-the-scenes content of their product launches and the meticulous design process, giving fans an exclusive look at their innovation journey.
Google: Google’s Inside Search blog and YouTube channel offer glimpses into their workplace culture, employee stories, and product development processes.
Airbnb: Airbnb uses Instagram Stories to share behind-the-scenes looks at their offices, team events, and host experiences, highlighting their diverse community and inclusive culture.
Conclusion
Creating and sharing behind-the-scenes content is a powerful way to connect with your audience on a deeper level. By being transparent and authentic, you can build trust and loyalty, making your brand more relatable and engaging. Plan your content carefully, involve your team, and ensure consistency to maximize the impact of your behind-the-scenes efforts.