You see brands post those fun, unscripted behind-the-scenes videos — sometimes it’s a tour of their space, other times it’s the team in mid-project chaos. At first, it can seem like just another social trend. But there’s a reason this stuff works. People want to know who’s really doing the work, not just what’s for sale.
Behind-the-scenes content is any material that pulls back the curtain a little. It shows the real faces, places, or processes behind the front-facing brand. Maybe it’s an Instagram reel of a team meeting, product testing that didn’t go to plan, or just someone at their desk explaining how things work.
The magic here is authenticity. When you show your team’s actual work, quirks, or even small messes, people pick up on the honesty. It feels like you trust them enough to let them in.
Why Bother Sharing the Messy Middle?
It turns out, the “messy middle” isn’t just relatable — it makes people stick around. Brands that share it see more comments, direct messages, and even repeat customers.
Think about it. When you see the effort going into a new product or the people checking orders at 8:00 at night, you feel a little invested. It starts to feel more like you’re rooting for the team, not just buying something.
Sharing these stories builds trust fast, because it’s hard to fake this stuff for long. When you admit where things go wrong, or how you solve annoying problems, people understand you’re human.
Fans of your business also start talking to each other. There’s a low-key community around shared jokes, challenges, and little “did you see that?” moments. That can be way better than sterile corporate updates.
Over time, showing your work pulls your brand closer to customers. You’re not just a logo — you’re a group of interesting people, doing things that matter to them.
Quick Tour: Types of Behind-the-Scenes Content That Actually Get Noticed
Not every candid video or photo is going to stick. Some work better than others — a lot depends on your own team’s personality and what your community finds interesting.
One classic approach is the sneak peek. Maybe it’s a blurry photo of next season’s samples, a time-lapse of your workspace, or a sound check before a podcast episode. People get curious when they aren’t told everything at once.
Then you have “day-in-the-life” features. Someone wears a GoPro at work, or just films snippets from meetings, brainstorming sessions, or packing orders. There’s something fun about seeing how a real day flows (oversized coffee mugs and all).
Another good one is process content. This is when you actually show how a product is made, from sketchbook to finished thing. Maybe you break down how a design gets approved, or explain why supply chain hiccups are giving everyone gray hairs.
People also like hearing about big wins and failures. Saying “We nearly missed this deadline but pulled together” or “This product flopped, and here’s what we learned” makes your story a lot more real (and a bit more encouraging to anyone slogging through their own workdays).
How to Make Behind-the-Scenes Content Hit Home
The format matters almost as much as the subject. Where you share something can be the difference between 100 views and 10,000 comments.
If most of your audience hangs out on Instagram, stick with stories, reels, or carousel photo posts. For B2B folks on LinkedIn, short written posts with one photo or a quick video work better.
As for timing, you don’t have to post every little thing. Once or twice a week is enough to stay present but not spammy. Try tying your posts to big moments, like a launch, new hire, or a fun office event.
Invite interaction. Ask questions (“Any guesses what’s in the box?”), run polls, or just reply to comments quickly. The point is to keep the conversation flowing, not deliver a one-way broadcast.
Keeping Things Real — But Still Professional
Everyone says “just be authentic,” but, honestly, it’s more complicated. There’s a fine line between candid and sloppy.
Try to keep your visuals sharp. Even a quick phone video looks better with good lighting or stable hands. Take a minute to clean up the background when you can, or highlight the parts of your story that make sense for your brand.
Your captions or voice-overs should sound normal — like you’re talking to a regular person, not announcing on stage. If your brand has values (“We care about sustainability,” or “We love solving tough problems”), let those show up naturally.
It’s tempting to over-share, especially when you’re excited. But not every setback needs a full exposé. Save some details for your team, and share just enough for your audience to feel included.
Most importantly, keep it consistent. Dropping one behind-the-scenes video and disappearing for a month won’t do much. Find a rhythm that works with your actual workflow.
Who’s Doing It Well? A Quick Look at Brands Making Behind-the-Scenes Content Work
Plenty of brands use behind-the-scenes content, but not all of them pull it off in a way that feels genuine or interesting.
Take LEGO, for example. On YouTube and Instagram, they show toy designers sketching models, testing new bricks, or revisiting childhood sets. Fans comment on how “relatable” the creative process looks — even though it’s a massive company.
On a smaller scale, plenty of coffee shops and bakeries do daily stories from their kitchens. You see dough rising, the morning rush, or someone joking about a recipe gone wrong. People start to recognize the staff and check in for updates, not just to see what’s on the menu.
One UK-based creative agency shares regular reels of team brainstorms, failed ideas, and the nitty-gritty of client work. You can sense they’re not pretending — if something flops, they talk about it, and if it succeeds, they explain how. For deeper insights into brands using story-driven content, this agency’s site has some helpful real-world examples.
The key takeaway? The most effective brands pick one or two content types that actually fit their workflow and audience. They don’t try to show everything, just what feels genuine.
Pitfalls You Don’t Want to Run Into (And Some Fixes)
It’s not all smooth sailing when you start sharing more of what’s going on. There are a few potholes you want to watch for.
The biggest is privacy. Some parts of your business are confidential, or maybe parts of your workspace shouldn’t be public. Always double-check what’s in your shot before you post. If you mess up, admit it, delete, and move on.
Oversharing also happens. If every single post is a “behind-the-scenes moment,” people tune out — it loses its novelty. Instead, try mixing these posts with your other regular updates. Save the detailed process videos for big projects, and sprinkle in lighter moments between.
You might also wonder if your own daily routine is interesting enough to share. Odds are, some parts will feel mundane to you but might be brand new to outsiders. Get a second opinion from someone outside your department before posting.
And when things go wrong (and they will), don’t panic. You don’t have to share every team argument or failed launch — just be honest about the parts that affect your audience.
Wrapping Up: Where to Go from Here
Brands that go the extra mile to show what’s really happening behind the curtain almost always see stronger engagement. It might feel awkward at first, but the rewards are worth it.
You share more than just polished ads — you share the people, the effort, and the tiny victories. Your audience picks up on that vibe and connects with it.
If you’ve never tried behind-the-scenes content, start small: post a story from your workspace, introduce a team member, or walk through a tricky part of your process. Watch for feedback, and adjust what feels right.
There’s no one-size-fits-all formula. What works for one business might flop for another. The trick is to keep things real, listen to your community, and find your own rhythm.
That’s the side of business people want to see more of these days. And honestly, it makes showing up online a lot more fun.