We have a certain kind of fascination with bloopers and behind-the-scenes videos of our favorite shows. They feel more genuine and human, and we connect with them on a deeper level.
There are cameras and videographers capturing the behind-the-scenes action of movies all the time. It has a special appeal for their audience.
The same concept applies to digital marketing. If you’re into producing online content, you can definitely benefit from the potential of behind-the-scenes content.
Learn how to use behind-the-scenes (BTS) content to connect with your audience more deeply. You will also find so many successful examples of BTS content and what you can learn from them.
What is BTS content and why it works
Behind-the-scenes (BTS) content is a type of content that shows the behind-the-scenes process of how a project, performance, or product is made. This type of content is typically shared on social media platforms.
Instead of the finished, polished version, behind-the-scenes content highlights preparation, rehearsal, filming setups, casual team interactions, or technical details. The goal is to give viewers an intimate insider’s perspective.
People value BTS content because it feels more authentic and personal. It breaks down the barrier between creators and fans. It showcases effort, challenges, and candid moments that go into the work and shape the final product.
For brands, artists, or entertainers, it builds trust with their audience, and creates high engagement by letting people see the human story behind it.
For example, ATP (Association of Tennis Professionals) officially partnered with TikTok to promote BTS content featuring tennis players and tournaments.
The campaign was designed to encourage authentic, behind-the-scenes storytelling by athletes like Carlos Alcaraz and Novak Djokovic during tournaments.
Behind-the-scenes content ideas and examples
Looking for ideas for your next social media BTS content? We’ve got you covered. Here are 10 BTS ideas and examples for inspiration:
1. Day-in-life snippets
Day-in-life snippets follow one person (an employee, creator, or brand ambassador) through their workday. A workday can include arriving at the studio, setting up equipment, grabbing coffee, and collaborating with the team.
Day-in-life snippets don’t need to be glamorous. The appeal of this kind of content comes from showing normal routines and authentic details people typically don’t see.
It works because audiences connect more deeply with people than brands. You build relatability and trust by humanizing the company through everyday routines. A casual vlog format (15–60 seconds) with captions is ideal for a day-in-life snippet for TikTok or Instagram Stories or Reels.
2. Sneak-peek teasers before launch
A sneak peek is a short behind-the-scenes look at a campaign or product before it’s released. You can show the set design, a blurred shot of a new product, or part of a photoshoot without revealing the final outcome.
This strategy builds anticipation. Viewers feel like insiders who get confidential access before everyone else. And they want to come back for the reveal. This tactic works well in Stories or Reels, where quick updates feel natural.
Meghan Markle shared an Instagram post featuring her vision board to preview her rebranded lifestyle business, As Ever.
The collage includes handwritten notes, artisanal sketches, fabric swatches with the brand’s logo, and even jam labels. These are subtle hints at products like raspberry spread, shortbread cookies, and creative brunch inspirations.
3. Blooper and outtake reels
Instead of only showing polished footage, compile funny mistakes and slips from shoots or work sessions. A short blooper reel feels raw and personal, and contrasts with the perfection of the final product.
Audiences love bloopers because they break down the “perfection wall.” Seeing errors makes creators and brands feel approachable and human. Also blooper content tends to perform well organically.
Here’s an example of bloopers featuring Jennifer Anniston promoting Skinny Pop:
4. “Meet the team” spotlights
This format highlights a team member, giving a quick intro to their role, personality, and unique contribution. It could be a portrait photo, a quick video interview, or them explaining what they do in 20 seconds.
It builds a sense of community. Followers see the humans powering the brand, and this makes interactions more personal. This is especially useful for service brands or creative agencies, where trust in the people is key to building long-term relationships.
Here’s a good example from Choux Designs:
5. Workspace or store tours
Take the audience behind the curtain of your physical space, whether it’s a studio, office space, warehouse, or store. Walkthroughs can show tools, mood boards, or even messy places in the workspace.
People like seeing where things are made and what the environment is like. A BTS tour shows transparency and can create a strong brand identity by revealing workplace culture. For instance, a minimalist office for a design brand or a lively workshop for a fashion label can showcase its identity.
Here’s a funny example of a workplace tour:
6. Live-streamed BTS
You can broadcast in real time during a shoot, rehearsal, or event prep. This could be a livestream of a set build, styling session, or even casual downtime with the team.
Live content creates genuine moments and strengthens the feeling of being part of a community. It also gives fans a chance to interact directly through live comments and questions.
Behind the scenes of Diesel’s runway show (including styling, casting, ateliers, and runway setup) was entirely broadcast via livestream on Diesel.com and Instagram for 24 hours a day.
7. Planned BTS story series
This is about consistency. You need to create a recurring BTS format such as “Behind Fridays” or “Weekly Setup”. And each week could feature a different element of your process or team.
A regular series trains your audience to come back and check in, similar to watching a weekly show. It also makes BTS part of your content strategy, not just random filler.
Glossier uses a recurring Instagram Stories series titled “Behind-the-Scenes of Product Creation.” Each installment unveils a step of their product development, such as packaging tests, label mockups, shade selection, QC, or studio styling sessions.
These snippets are often shared in sequence. This gives followers an evolving view of how a product comes to life.
Tips for creating top BTS content
Producing behind-the-scenes content is not complicated. The most important thing to keep in mind is that everything should look genuine and spontaneous rather than planned.
The irony is a lot of planning goes into creating genuine and spontaneous BTS content. Here are a few tips to manage this process:
1. Strike a balance between raw and polished
The biggest appeal of BTS content is that it feels real. Viewers expect less polish than the final product, so showing unfiltered moments (like bloopers, genuine reactions, or unscripted interactions) makes the content more relatable and trustworthy.
BTS content that’s too messy can lose engagement. The best BTS content strikes a balance between raw shots and polished content. BTS content should be less polished than regular content, but still, it should be easy to follow.
2. Form a genuine human connection
Faces, emotions, and teamwork should be at the center of your BTS content. Highlight the people behind the work. This helps audiences connect with the brand or creator on a personal level.
3. Make it feel like exclusive access
People love feeling like insiders. Successful BTS content shows things they “aren’t supposed to see,” such as set designs, prep rooms, rehearsals, and creative brainstorming sessions. This gives them the feeling that they have an insider peek and it builds loyalty.
4. Be a storyteller
Rather than random video clips, strong BTS content still follows a narrative and involves authentic storytelling. It includes the challenge, the process, and the result. Even a quick reel should hint at a journey, so viewers feel invested in the outcome.
5. Don’t forget brand alignment
The tone of the BTS content should still reflect the brand identity. A luxury brand might show elegant, cinematic BTS clips, while a fun youth brand could lean into humor and chaos. Consistency ensures BTS doesn’t feel off-brand.
7. Use powerful engagement hooks
Successful BTS posts often use interactive elements like captions that tease, polls in Stories, or questions. This transforms passive watching into active engagement. You can also use engagement techniques such as CFBR to get your followers involved with your post and increase its reach.
To wrap it up
Behind-the-scenes content (BTS) has a lot of potential for engaging your audience. It feels more genuine and creates a strong connection immediately. The trick is balancing the right amount of spontaneity with structure. This way, your content feels both genuine and easy to understand.
Frequently asked questions
Which platforms are best for BTS content?
BTS content can work on any platform. But short-form video platforms like TikTok and Instagram Reels/Stories are ideal for quick and casual BTS clips. And YouTube works well for longer behind-the-scenes videos. For professional audiences, LinkedIn can be used to share the BTS of products, company culture, or business events.
Does BTS content increase engagement?
Yes, BTS content drives higher engagement. This might be due to the fact that BTS content feels exclusive and authentic. Fans comment, share, and return for updates since it creates anticipation and builds a sense of insider access.
How do I create BTS content without making it messy?
Strike a balance between raw and polished. Keep the vibe authentic but edit for clarity so the content is easy to follow. Use captions or voiceovers to provide context.
Is BTS content only for big brands and celebrities?
Not at all. All creators, small businesses, startups, and freelancers can use BTS content. Even showing simple processes (like baking in a local café or setting up a podcast) can build stronger audience connections.
