Social media has completely changed the way businesses interact with their customers. And whether you think that’s a positive change or not, keeping up with the trends is part of the social media landscape. One of those trends is behind-the-scenes content. Behind-the-scenes (BTS) content is any video or photo content of the process that customers don’t usually see behind the product/service you provide. This gives customers the opportunity to gain a deeper understanding of everything that goes into your business and what makes you unique. It connects the customers to your company brand and increases trust.
Customers like watching the process that creates the product or service they are purchasing. Think of when you go into a pizza shop and see a cook throw a sheet of dough in the air. Or when you go out for Hibachi and watch the chef masterfully flip and turn and grill your meal then deliver it directly on your plate. It makes you feel part of the process and builds your trust in the restaurant because you see how they create the product they deliver to you. The same thing applies to behind-the-scenes content on social media. Humanizing your brand and showing your customers part of the behind-closed-doors process for some products increases the trust in all your products. It makes your company seem more real and relatable and that’s what consumers trust, time and time again.
Behind-the-scenes content can also include showcasing your employees. Your employees are what makes your company unique and what better way to show that than highlighting their personalities and accomplishments. This gives customers a peek into your company culture and, especially if your company offers services rather than products, it shows potential clients who they will be working with. Putting faces behind a brand increases trust and reliability: a company’s main focus in being able to get new clients and retain established clients.
So what are some examples of behind-the-scenes content you can post to your social media or website?
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