Continuing on with our focus on social media and the types of posts that get results. This week I’m talking about Behind The Scenes posts – aka BTS posts.
Before we start, if you haven't read my previous articles related to this, here are 7 Types of Social Media Posts That Get Results and 6 Types of Educational Social Media Posts. I suggest starting with them.
What are Behind the Scenes Posts
BTS posts are posts that give your followers a glimpse into the inner workings of your business. They showcase your people, your processes, your location, your community, your business life and more.
Why Are Behind The Scenes posts Effective?
BTS posts are effective across any form of social media, so it won't matter whether your ideal clients are on TikTok, Facebook, Instagram, LinkedIn, or somewhere else, you can use BTS posts to reach them.
Because BTS posts are made up of content that offers a sneak peek into your life and business they are a great way to make you, your team, and your business more relatable to your ideal clients.
In other words, BTS posts are awesome at helping your ideal clients have that aha moment of “oh they really get me”.
And we know that builds the know, like, and trust factor that leads to selling more of your products or delivering more of your services.
Plus, BTS posts have the added benefit of being highly shareable, making them a great way to increase your reach and engagement on social media.
By giving your ideal clients and followers a glimpse of what goes on behind the scenes, you're offering them an exclusive look into your world. And this often creates a sense of connection and intimacy that traditional posts can't match.
When your ideal clients feel connected to you and your business (aka they have a strong sense of know, like and trust of your business), they’re more likely to share your content with their own networks. This increases your reach and engagement.
Behind The Scenes posts can also create a sense of FOMO (fear of missing out) among your ideal clients / followers.
When people see behind-the-scenes posts, they get a glimpse into a world that is normally hidden from them. This exclusivity can create a sense of urgency and excitement, as people feel like they are part of an exclusive group.
As a result, they may be more likely to engage with the content by liking, commenting, and sharing it with their own followers. And this can lead to a snowball effect, as more people become interested in the behind-the-scenes content and the business behind it.
So now you know a bit more about BTS posts in general, let's talk about five types of BTS posts that work for any industry.
1. Introduce a team member
Highlighting individual team members is a great way to showcase the people behind your brand. Share a photo or video of a team member at work, along with a short blurb about their role and what they bring to the team. Bonus points if you can tie in a fun fact or personal hobby!
Here's an example that a gardening business might use:
Visuals: photos of Sarah hiking with her dog Max, digging in the dirt, cutting a 5 year workaversary cake.
Content: “Meet our head gardener, Sarah! Sarah has been with Green Thumb Gardening Co. for 5 years and is an expert in creating beautiful outdoor spaces. When she's not digging in the dirt, you can find her hiking with her dog, Max. “
2. Share a day in the life
Take followers behind the scenes of a typical day at your business. Share photos or videos of your team in action, from morning meetings to after-work drinks. This type of post gives followers a sense of what it's like to work at your company and can help build a stronger connection with your brand.
An example that a marketing consultant can use is:
Visuals: photo of marketing consultant taking a selfie – or a live saying the below content. Then throughout the day, photos, videos, and live’s into stories.
Content: “Today, I'm sharing a day in my life as a marketing consultant. I'll be meeting with a new client, working on a social media campaign, and heading to a networking event. It's a busy time. Check out our stories today to get the real deal of my daily life.”
3. Offer a sneak peek
Tease an upcoming product launch or event with a sneak peek behind the scenes. Share photos or videos from the preparation process, or offer a glimpse at what attendees can expect. This type of post generates excitement and anticipation among your followers.
For example, a winery could post about a new wine about to be released:
Visuals: photo of unlabeled wine bottle or multiple photos of winemaking process.
Content: “Exciting news! We're about to add a new wine to our range we can't wait for you to try it. We can't tell you what it is yet, but it has been years in the making, and we think it'll be incredibly popular. We'll be sharing more details soon, including tasting notes and food pairing suggestions. But for now, get ready to raise a glass with us.”
4. Celebrate milestones
Share photos or videos of your team celebrating milestones, both big and small. Whether it's hitting a sales target, launching a new product, or reaching a significant anniversary, celebrating these moments helps build a sense of connection and pride with your team and your ideal clients.
For example, an accounting firm celebrating 50 years in business could post something like:
Visuals: Photos and videos of the team celebrating.
Content: “Today is a big day for us – we're celebrating 50 years in business! It's hard to believe that it's been half a century since we first opened our doors and started helping people achieve their financial goals. We couldn't have done it without our amazing team and our wonderful clients. Thank you for being part of our journey and here’s to the next 50 years.”
5. Highlight your community involvement
Share photos or videos of your team participating in charitable events or community outreach programs. This type of post highlights your company's commitment to giving back and can help build goodwill among your followers.
For example, a plumbing company could post:
Visuals: photos of the community centre and team members on site fixing things.
Content: “We believe in the power of lending a helping hand, which is why we participate in community service projects whenever we can. Recently, our team got together and donated their time and expertise to a local community centre. We spent the day fixing leaks, unclogging drains, and making sure that everything was in tip-top shape. It’s a small way for us to give back to our community.”
Leveraging BTS posts
So there you have it – five types of BTS posts that work for any industry.
- Introduce a team member
- Share a day in the life
- Offer a sneak peak
- Celebrate milestones
- Highlight community involvement
Remember, the key to making the most out of your BTS posts is to keep them authentic, engaging, and relevant to your business – but more importantly relevant to your ideal clients.
By sharing behind-the-scenes looks at your business, you can build stronger connections with your ideal clients and get some awesome results with your social media.