Reasons To Go Behind-The-Scenes
Updated: Jul 12, 2018
According to Flight Media, there are four types of behind-the-scenes footage that companies should include on their social media. These four types are:
I will walk you through these four types and show you some examples where companies are hitting it out of the park. For this blog, I’m going to focus on Instagram, which I believe is the best place to share behind-the-scenes footage.
First, let’s talk Team Building Content. The reason this is so great for companies to share is because it promotes the message that you’ve built a team full of great people who love what they do. Prospects will be more likely to connect with you and your team when they see how well you work together.
For this, you can either share posts of your team working together or spotlight different team members and dedicate a post to them. Either way, you make your company more personable and genuine.
Hootsuite nailed this on their Instagram! They consistently post pictures of their team together, whether it’s in the office, at a team building event, or just out to dinner. A quick scroll through their feed and you get the feeling that the company is full of hardworking, passionate, and kind people.
Sprout Social regularly mixes their Instagram account with employee highlights. They allow their clients and followers to get a glimpse into the people behind all the work. This is a great way to engage prospective clients and make them more likable.
Progress Content is a great way to show that your company is growing and successful. Did you just get nominated for a small business award? Did one of your interns graduate from college? Are you working on a new product? Planning an event? Did you open a new office? Even updated signage and business cards are something to share!
Progress content will let your prospects, customers, and clients know that you are a growing company. This is ESPECIALLY important for new businesses. This is a way to build an audience and create your brand in the early stages.
IBM does an excellent job of behind-the-scenes progress content. Whether it be a picture of a brainstorming session, their flagship conference, or an announcement that they’ve joined forces with Star Wars for a special project.
Funny Content is something that is great… for certain businesses. I don’t think it’s a one-size-fits-all kind of thing. You have to gauge who your ideal client or customer is and what they would respond to. If you are a serious straight laced law firm, you don’t want to be posting pictures of one of your associates dancing at a bar. What you could do, is share a picture of the office celebrating an employee’s birthday or other special event.
On the other hand, if you are a quirky, fun, or creative business - you can have a lot more fun with this! MailChimp is a prime example of that. Their Instagram is bursting with color and quirkiness. Followers will never get bored of this feed.
Whether you create the content yourself, or share a funny image a team member stumbled upon - it’s a great way to show the sense of humor that your company has behind-the-scenes.
Personal Content can be just about anything that is just for fun, doesn’t serve a specific purpose, and usually isn’t planned out. Maybe a customer just walked in with a super cute dog, or one of your employees just finished decorating their office. Whatever it is... snap a pic and share it!
One smart and easy thing you can do is re-post pictures that customers have taken, like Strange Matter Coffee Co. does. This is a great way to add to your feed, connect with customers… and bonus - it’s free and easy content!
Regardless of what kind of business you are, behind-the-scenes footage would be a great addition to your social media content. It can make you seem more authentic, more personable, more successful, and showcase the people and spirit behind your work.