Behind-the-Scenes: Why Transparency Wins on Instagram
In a world saturated with polished feeds and perfectly curated content, what truly stands out is authenticity. On Instagram, letting your audience peek behind the curtain is one of the most powerful ways to connect, build trust, and foster loyalty. Behind-the-scenes (BTS) content isn’t just about showing the inner workings of your brand—it’s about sharing your human side and creating relatable moments that resonate.
Let’s explore why transparency is your brand’s superpower on Instagram, how to create engaging BTS content, and tips for making it a natural part of your social media strategy.
The Value of Transparency: Why BTS Content Matters
Transparency isn’t just a buzzword—it’s a bridge between your brand and your audience. Here’s why showing the human side of your business is a game-changer:
1. Builds Trust
When you let people see the inner workings of your brand, you’re showing them you have nothing to hide. It builds credibility and reassures your audience that you’re authentic and trustworthy.
Example: Sharing a BTS video of your team hand-packing orders or sourcing sustainable materials shows your commitment to quality and ethical practices.
2. Humanizes Your Brand
People connect with people, not logos. BTS content introduces your team, your story, and your process, making your brand relatable and memorable.
Example: A quick Instagram Story of your team laughing over coffee during a brainstorming session adds a dose of realness to your polished feed.
3. Encourages Deeper Engagement
Behind-the-scenes content often feels exclusive, like a VIP pass to your brand’s inner circle. This sense of intimacy drives likes, comments, and shares.
Did You Know? Studies show that users are more likely to engage with content that feels authentic and relatable compared to highly polished promotional posts.
Creative Ideas for Behind-the-Scenes Content
Wondering how to bring your audience behind the scenes? Here are some engaging ideas to get started:
1. Event Prep
Whether it’s a product launch, a pop-up shop, or a company party, share snippets of the preparation process.
Example Post: A time-lapse video of your team setting up an event space or unboxing decor.
2. Product Creation
Show how your products come to life. This could include design sketches, production stages, or the packaging process.
Example Post: A carousel post featuring photos of a product’s journey from concept to completion.
3. Day-in-the-Life Videos
Give your audience a glimpse into a typical day at your company.
Example Story: Clips of your team collaborating, your workspace vibe, and the coffee that fuels it all.
4. Behind-the-Camera Moments
If you’re shooting a campaign or creating content, share bloopers, outtakes, or a sneak peek of the process.
Example Reel: A montage of funny behind-the-scenes moments from a product photoshoot.
5. Team Introductions
Highlight the people who make your brand tick. Share short bios, fun facts, or candid videos of your team in action.
Example Post: “Meet Sarah, our head designer! When she’s not crafting stunning collections, she’s perfecting her sourdough recipe 🍞.”
6. Customer Stories
Flip the camera to your audience! Showcase user-generated content or invite customers to share their experiences with your brand.
Example Story: “Behind-the-scenes of how [customer name] styled our newest collection—tag us in your photos for a chance to be featured!”
Tips for Creating Relatable and Engaging BTS Content
1. Keep It Real
The magic of BTS content lies in its authenticity. Don’t worry about making it perfect; focus on making it honest and relatable.
Pro Tip: Use Instagram Stories for casual, off-the-cuff moments. Stories disappear after 24 hours, making them perfect for spontaneous content.
2. Involve Your Team
Let your team take the spotlight. Their personalities and perspectives add a human touch that resonates with your audience.
Idea: Have team members share “a day in my life” from their perspective, whether it’s designing products, managing orders, or brainstorming ideas.
3. Use Captions to Tell a Story
Pair your BTS visuals with compelling captions that explain what’s happening and why it matters.
Example Caption: “Every piece in our collection is hand-stitched with love by our talented artisans. Here’s a glimpse of the care that goes into every detail. 💛 #MadeWithLove”
4. Make It Interactive
Encourage your audience to engage with your BTS content through questions, polls, or quizzes.
Example Poll: “Guess what’s launching next week? A) Candle Collection B) Skincare Line C) Coffee Blends.”
5. Showcase Progress, Not Perfection
Highlight your brand’s journey, including the challenges and victories along the way. Sharing the process, even the messy parts, makes your brand relatable and inspiring.
Pro Tip: Use a carousel post to show a before-and-after transformation, whether it’s a product prototype or a revamped workspace.
Why BTS Content Works for Successful Brands
Here’s how some brands are winning with behind-the-scenes content:
1. Glossier
Glossier frequently shares BTS content of product development, from early sketches to final packaging, showing the care and creativity behind their products.
2. TOMS
TOMS highlights their social impact initiatives, such as factory visits or community events, reinforcing their mission-driven brand story.
3. National Geographic
Their photographers often post BTS photos of their expeditions, giving followers a deeper appreciation for their stunning visual stories.
Final Thoughts: Let Your Audience In
Behind-the-scenes content is more than just a glimpse behind the curtain—it’s an invitation for your audience to become part of your journey. It builds trust, deepens connections, and reminds people that there’s a real story, team, and passion behind your brand.
So, what’s your next BTS moment? Whether it’s a team celebration, a creative process, or a customer spotlight, share it with your audience and let them see the heart behind your brand. After all, transparency isn’t just a trend—it’s a superpower that wins hearts (and follows).