Most behind-the-scenes content fails because it's still too polished and perfect. People can spot performative "authenticity" from a mile away. Real behind-the-scenes content shows the messy, human side of your business—and that's what builds trust.
Show your actual process, not just the highlight reel. If you're a baker, don't just show the perfect finished cake—show the flour explosion, the frosting mistakes, the problem-solving when something goes wrong. People want to see how the sausage is made, not just the final product.
Share your real workspace, not just the pretty corner. Show your cluttered desk, your work-in-progress wall, the coffee stains on your notebook. This makes you relatable and human. People do business with people they can connect with.
Include your team and their personalities. Let people see who they're really working with. Share team meetings, celebrate birthdays, show how you collaborate. This builds trust because people can see the real humans behind your business.
Be authentically imperfect. Share challenges, mistakes, and learning moments. Talk about the project that didn't go as planned, the client feedback that stung, the pivot you had to make. This vulnerability builds stronger connections than any polished marketing message.
Show your decision-making process. Walk people through how you solved a problem, chose a vendor, or decided on a new service. This demonstrates your expertise while showing your human side.
Include the mundane stuff that makes you relatable. The third cup of coffee, the playlist you work to, the way you organize your calendar. These details make you memorable and human.
Don't over-explain everything. Sometimes the best behind-the-scenes content is just a quick glimpse without commentary. Let people draw their own conclusions about your work ethic, attention to detail, or creative process.
Be consistent but not forced. Behind-the-scenes content should feel natural, not like you're performing for the camera. Share when you have something genuine to show, not because you feel obligated to post.
