Offer poster.
Service poster.
Festival poster.
Another promotional poster.
Then another.
Many business pages slowly become a digital notice board.
The information may be useful.
The designs may even look good.
But after a while, people still do not know much about the actual business.
They do not know:
Who works there, how the service is provided, what the process is like, what is going on inside the company, or what makes the business different.
This is where the behind-the-scenes content comes in handy.
People don’t just want to look at what you’re selling. They also want to know how you make money from what you sell.
Consider the questions that a customer might ask.
Who will be responsible for my project?
How is the work being accomplished?
What happens after I make an enquiry?
What is the country of origin?
Who provides the service?
What is the work environment like?
What is the level of experience of the team?
You may already know all these answers.
Your audience doesn’t, however.
Behind-the-scenes content provides a glimpse into the business for customers.
It assists in making a strange business more familiar.
A logo is important.
But people connect with people.
Introduce the individuals who make the business work.
You can show:
This is not a requirement for all employees to be social media personalities.
Even if it’s just team-centric content, it can make the brand more human.
If a customer is familiar with the company, they may feel more at ease contacting the company.
The simplest method to produce valuable business material is to record the actual work.
A construction company can demonstrate:
Site preparation, planning discussions, material selection, inspections or project progress.
A restaurant may demonstrate:
Food preparation, ingredient selection, kitchen processes, or team preparation before serving.
A digital agency can demonstrate:
For planning meetings, research, website development, design reviews, or campaign discussions.
A manufacturing company can demonstrate:
Production, quality control, equipment, packaging or finished products.
What you do every day may be fascinating to someone who hasn’t experienced your industry firsthand.
Customers often see only the final result.
They may see:
A finished building, website, product, service, or interior.
However, they may not realize the amount of thought, planning, checking, and expertise that went into it.
Displaying some of the work can be helpful in communicating value.
For example:
Research → Planning → Execution → Review → Delivery
This makes customers realize that the end product was not created in a flash.
There is a method behind it.
And that’s one way to make your business valuable.
Businesses tend to wait until it is done before sharing anything.
However, progress can be good content.
You can show:
A project that is in the process of being planned, a project that is underway, product development, a team getting ready for an event, a workspace being set up, or a service being improved.
This gives the impression that the business is in operation.
It also provides your audience with a reason to follow the journey.
A completed result is one post.
One of the major challenges that businesses encounter is:
“We don’t know what to post.”
However, there is often more content within the business than the team is aware of.
Consider how things are done in a typical working week.
There may already be: client meetings, project discussions, delivery, design review, installation, inspection, product testing, training, site visits, team achievements, customer questions, new developments etc.
These are all potential pieces of content that can be valuable if presented correctly.
It’s not always necessary to create something new.
Sometimes it’s just a matter of putting it in writing.
Content behind the scenes doesn’t need to be just visual.
It can also teach.
For example:
A builder can explain:
Why should we test this before concrete is placed?
A designer can explain:
Why did you design this layout?
A doctor can explain:
What is the first consultation like?
A consultant can explain:
What information is required prior to the beginning of a project?
A manufacturer can explain:
How to inspect product quality prior to dispatch?
The audience is no longer just watching now.
They are learning.
This makes the content much more useful.
Customers want evidence.
If your business provides a service, show the work.
Depending on your industry, this may include:
Completed projects, before and after results, case studies, installations, client work, prototypes, product applications or project milestones.
Always respect:
Client confidentiality, privacy, permissions and industry regulations.
If you can demonstrate real work responsibly, then you have something tangible for prospective customers to assess.
They can see that the business is making claims.
It is working.
Your office, store, factory, clinic, studio, workshop, site, or showroom can all help tell the story of the business.
It’s not always necessary to have a big production.
Well-shot, simple content can demonstrate:
Where the team works, how things are organised, what equipment is used, how customers are received or what happens during a normal day.
This can make the company seem more tangible and accessible for local businesses, especially.
It’s easier to feel at ease visiting a website you’ve already seen online
Transparency is not about revealing all aspects of the business.
There should be some information that is kept confidential.
Avoid publishing without a thought:
Confidential client information, internal documents, financial information, sensitive conversations, passwords, personal information, unreleased information, or anything that could affect security.
Behind-the-scenes content is selective.
Demonstrate the ways that help customers understand the business.
Keep what is supposed to be private, private.
The content behind the scenes doesn’t have to be too polished.
Indeed, one of its advantages is that it feels natural.
However, natural does not mean careless.
Pay attention to:
Lighting, sound, background, cleanliness, framing, language, and what is in the shot.
You can make your content sound genuine and still be professional for the business.
It’s not about making it look like everything is set up.
The aim is to depict reality effectively.
You don’t need to present behind-the-scenes content in just one way.
You can use:
Reels for fast action or team moments.
Daily updates in the form of stories.
Explanations in steps on carousels.
Photos of milestones or people.
Detailed processes in longer videos.
Articles for further explanations.
Professional insights and project learnings shared on LinkedIn.
A single business activity may be able to be adapted into multiple useful formats.
A poster may tell someone:
“We provide interior design services.”
A behind-the-scenes video can demonstrate:
the designer talking about a layout, picking materials, checking out lighting, and going to the site.
Which one makes it easier for the customer to understand the service?
Usually, the second.
Promotional posters are not a bad idea.
Stories, processes and real work make people understand what the business does.
This enriches the communication.
After seeing one post, a customer will not contact you.
They can view multiple videos.
See your team.
Notice your projects.
Read your advice.
Watch your process.
Then, when they need your service, your business is familiar.
That familiarity can be valuable.
It is gradually built with behind-the-scenes content.
You don’t have to be selling in every post.
You’re introducing people to the business.
Your social media presence should not only answer:
“What are we selling today?”
Your social media profile should not just respond:
What is it we’re selling today?
It should also respond to:
“Who are we?”
“How do we work?”
“What do we know?”
What is working with us like?
Why would anyone want to be sure to reach out to us?
The questions are just as significant as the promotion itself.
Let people see what goes on behind your business.
Show the people.
Show the process.
Show the work.
Give your audience something real to understand.
A Webrandtech Education Series for Smarter Digital Growth.