10 behind-the-scenes content ideas for your next campaign

If you’ve ever seen movie bloopers or an interview from your favorite actor on the set of their next film, you’re familiar with the thrill of seeing the magic behind the curtain. From memes to videos, behind-the-scenes (BTS) content gives a glance into the people behind our favorite products, services and social content. Behind-the-scenes content humanizes brands, strengthens their online presence and nurtures customer relationships. For example, a meet the team series on LinkedIn or Instagram could shine a light on a brand’s workplace culture.

In this article, we’ll show how businesses can foster trust and transparency through behind-the-scenes content. We’ll discuss why it works and how brands can leverage it to its full potential. And we’ll cover 10 examples of BTS social media content to help inspire your strategy.

What is behind-the-scenes (BTS) content?

Behind-the-scenes content gives a glimpse into a brand’s inner workings by showcasing candid moments and exclusive looks at how products, services, events and productions come to fruition. Social media is an ideal channel for BTS content because it can include videos, photos, blogs and other content formats that highlight the employees, procedures and creative processes that bring the business to life. For example, inside looks at how a product is made from start to end are popular because these videos are both entertaining and educational.

Why behind-the-scenes content works

According to The 2025 Sprout Social Index™, one of the top things consumers want to see from brands is original, entertaining content that also humanizes the brand. BTS content can support all three consumer desires while building brand authenticity.

10 behind-the-scenes post ideas and examples for your next campaign

1. Show the people behind your brand

Employee spotlights showcase the faces behind the business, but these posts have additional benefits. Employee highlights that reference the skills, expertise and dedication of your team establish your brand as an authority in your industry.

For example, to celebrate Sprout making G2’s best software list for the seventh consecutive year, we shared several posts featuring our product and engineering team members reading customer reviews: