If I ask you what kind of video content gets the most engagement on social media, what would you say? Product demonstrations? Customer testimonials?
What if I told you that behind-the-scenes content consistently ranks among the highest performing video types across all platforms? Yep, these videos are simple to create and can really generate a lot of engagement and, with that, leads.
So in today’s Video Lion, I’ll give you some practical tips for you to be able to start creating these videos in no time.
Come with me!
Think about it: when you watch a movie, do you sometimes enjoy the “making of” features as much as the movie itself? There’s something fascinating about seeing how things are made, about peeking behind the curtain.
And guess what? Your customers feel exactly the same way about your business.
According to a recent research, behind-the-scenes content generates 87% more engagement than traditional promotional videos. Why? Because it helps build authentic connections with your audience. When people see the real faces, the actual workspace, and the genuine process behind your products or services, they feel more connected to your brand.
But what exactly should you show in a behind-the-scenes video? Let me give you some concrete ideas:
First, show your team at work. This humanizes your brand immediately. Whether it’s your design team brainstorming, your production team crafting products, or even just a typical day at the office – these glimpses into your company culture make your business more relatable and trustworthy.
Second, reveal your process. If you’re a service provider, show how you prepare for client meetings. If you’re a manufacturer, demonstrate how your products are made. Remember, what might seem ordinary to you can be fascinating to others.
A bakery showing how they decorate cakes at 5 AM, or a graphic designer walking through their creative process – these insights are golden content.
Third, share your challenges and how you overcome them. Did something go wrong during production? Show how your team solved the problem. This kind of transparency builds trust and shows your professionalism in handling difficulties.
Fourth, celebrate milestones. Moving to a new office? Installing new equipment? Reaching a company anniversary? These moments make great behind-the-scenes content because they show your business’s growth and success story.
Now, here’s something crucial: your behind-the-scenes videos don’t need to be perfectly polished. In fact, slightly raw footage often performs better because it feels more authentic. According to Sprout Social, 86% of consumers say authenticity is important when deciding which brands to support.
Now, there are some important guidelines to follow:
Keep it short – 60 to 90 seconds is usually perfect for behind-the-scenes content. People want a peek, not a documentary.
Make it interesting – Focus on aspects that would intrigue your audience. A software company might show how they test new features, while a restaurant could reveal their secret sauce preparation (without giving away the actual recipe, of course).
Be genuine – Don’t script everything. Let your team’s natural personality shine through. That’s what makes behind-the-scenes content special.
Remember to post these videos consistently across all your social media platforms. Instagram Stories and Reels are particularly effective for behind-the-scenes content, with engagement rates up to 40% higher than regular posts.
So, start thinking about aspects of your business that might interest your audience. What goes on behind your doors that customers never see?
That’s your next video content opportunity waiting to happen.
That’s it for today. Before you go, don’t forget to give us a like or leave a comment, and if you haven’t subscribed to our channel yet, please hit subscribe to stay updated on everything related to video for business.
See you at the next Video Lion!