Behind-the-Scenes Social Media Content Can Build Your Brand—Here's How to Do It

I was chatting with a lead on Instagram the other day when she said something that struck me as . . . interesting. She said she didn’t want to show too much of herself in her business. For context, this conversation started when I asked what her name was because it was not included on her Instagram profile. There were also no pictures of her and no posts about why she started her business.

Now, the name thing is a huge pet peeve of mine. I teach all of my clients that it’s important to personalize their messages, and it’s hard to do that if you don’t know a person’s name. So when I messaged her, it was the first thing I asked for.

She told me her name right away, and then apologized saying she wasn’t comfortable sharing a lot of personal information on her profile. We chatted about that a bit further so I could gain a better understanding of her thought process, and by the end of the conversation, I just wanted to say, “It’s okay to be yourself!”

I see dozens of Instagram profiles of new service-based businesses every day and at least half of them don’t have the business owner's name in the bio or a picture of them anywhere in their feed. This is doing those businesses and business owners a tremendous disservice.

Benefits of going behind the scenes in your online business

1. People buy from people

Have you heard that phrase? It’s something that’s been floating around the business world since the 1990s, and it’s the main reason you should pull back the curtains on your business and let people in.

Your buyers—whether they’re buying a product from you or hiring you for a service—want to know you. You are why they’re hiring a small business instead of working with a big agency. You are what makes them buy your "eco-friendly cleaning product" online instead of going to Target and getting something off the shelf. Your clients and customers can only meet you when you push aside the professional persona and share:

• Who you are
• Why you started your business
• Why you offer that service or sell that product

By introducing yourself, you’re welcoming your clients and customers into your business and starting to make a genuine connection with them. This connection is what sells.

2. Shows the quality of your products and services

When was the last time you were told you were charging too much or that your service or product wasn’t worth the money? While there are always going to be people who don’t appreciate what you do, there are a lot of ways to keep this from happening. One way is to show a behind-the-scenes look at your online business.

You can pull back the curtain to showcase just how much work goes into providing your services or making your products. You can also display the quality of your work and your intention to give your clients and customers your best—because that’s what they deserve. This helps give people an understanding of what you do and also shows that your prices are completely reasonable. Each time I have done this in my business and shown what's involved in my coaching services, I’ve been told that I’m not charging enough! Wouldn’t that be nice to hear?

3. Creates more content and visibility for your online business

As much as we may wish that we were not, we are in a social media era. That mean you have to consistently post content on social media—and it’s not easy coming up with new posts every day. (Trust me, I’m in the same boat you are, so I get it!)

Sharing a behind-the-scenes look of your online business is a great source of new content. And doing creative things with your existing content, like repurposing an Instagram story as a reel, will save you time because you won’t be struggling to come up with yet another content idea. If you’re using the right hashtags and keywords, sharing at the right times for your audience’s engagement, and following the rules of the social platform you’re sharing on, your business will have more visibility as well.

How much is too much when you're going behind the scenes in your online business?

It’s completely up to you what you share. For some people, sharing their process is enough, while for others, sharing their lives is more their style. I’m all about transparency in my business, so I share just about anything—from business tips to hot takes of my dog at the dog park, or me sweating bullets after a long walk. But that’s part of my brand. I want my clients to be transparent with me when we’re talking about their business so I show them all of myself to encourage that and make them comfortable.

If your brand is more “professional,” then obviously you’re not going to share the same type of content. If you offer bookkeeping services, for example, you could share the systems you use to catalog accounts payable, then tell your audience what you like most about that system.

The point is for people to connect with you on a deeper level. By giving them an inside look into your online business, you’re creating a connection that leads to more sales.

How to go behind the scenes in your online business

Here are a few easy ways to create behind-the-scenes content for your online business:

Testimonials and reviews

• Post a reel with several testimonials or reviews in written form.
• Ask a client to film a short video sharing their experience working with you.
• Create a Facebook post of a 5-star review.
• Repost a client’s post talking about your services or products.
• Ask your customer to film themselves using your product.

Day-to-day

• Create a series of Instagram stories taking clients and customers through your typical day.
• Post a picture of your desk (ignore the urge to clean it first—this is a behind-the-scenes look, remember?).
• Create a video walking your dog on your midmorning break.
• Share your favorite brand and flavor of coffee or tea.
• Walk your audience through your favorite daily tasks.

Processes and systems

• Do a Facebook or Instagram Live walking your clients through creating a product or completing a service (you might have to use a mock client so you don’t share confidential information).
• Share the top three systems you use for a specific task (you can rank ones you’ve used in the past and explain what worked and didn’t work for your business).
• Make a reel of all the steps you take to make your product.
• Share you brainstorming process for making something new.

Do NOTs of behind-the-scenes social media content

Just like there are things you should do, there are several things you should not do as well. These are things that will help you stay safe and keep your business out of legal and/or social pariah trouble.

Do NOT be prejudiced

Yes, there are people who aren’t a good fit to work with you or buy from you, but that doesn’t mean you should treat them with ill will. Be kind and respectful even when you’re taking a stand or sharing hot takes. I hate that I even have to say this, but it has to be said: don’t be racist, homophobic, transphobic, "fatphobic," or be discriminatory toward people in any way unless you want your business to fail—and fail publicly.

Do NOT share private information

Again, I wish this could go without saying, but please don’t share personally identifiable information of your or your client online. That includes Social Security numbers, tax IDs, addresses, driver’s license numbers, etc. Also don’t share your passwords to anything.

Do NOT ignore platform guidelines

Each social media platform has its own guidelines for what can and can’t be posted. Please stick to those guidelines so your business account doesn’t get shut down. If you’re not sure if you’re allowed to post something, Google it or look at that platform's guidelines before posting.

Show off your online business!

There is a ton of content you can share about your business, your story, and your life when you share a behind-the-scenes look of your online business. Deciding what to share might be overwhelming, but just think about what you would want to see from your favorite brands. If you’re still not sure what to post, ask your audience. Do a poll in your Instagram stories or on Facebook. If you are B2B, check out your client’s social media accounts to see what behind-the-scenes content they’re sharing.

Pulling back the curtain and letting your clients and customers get a deeper look at your business will help foster genuine relationships, get more engagement, and even get you more sales.

Don’t be afraid to show up and show off for your business!

FAQs about sharing behind-the-scenes business content

About the Author

Kelly Helmick

Kelly Helmick is a Business Coach for online service providers who are asking themselves "Where do I start?" or "What do I do next?" Her no BS approach has helped freelancers ditch the bandwagon of creating a business like everyone else’s and embrace their true passion. She believes that doing what you love while being 100% yourself is the best way to build a successful, long-lasting business.

Company: Dog Star Creative Co
Website: www.dogstarcreativeco.com
Connect with me on LinkedIn and Instagram.