When scrolling through social media, we’re bombarded with carefully crafted images and messages from brands trying to sell us something. While those polished posts have their place in marketing, customers nowadays crave more authenticity too. People want to see the real humans behind the company logos and product shots. They’re drawn to brands that show some personality and don’t take themselves too seriously all the time. Getting a “behind the scenes” glimpse into a brand’s everyday reality helps customers relate on a more personal level.
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Sharing this type of authentic, humanizing content is a smart way for businesses to truly connect with their audience on social media. It builds likability, trust, and brand loyalty. So how can you give your followers a more genuine look behind the curtain? Here are some ideas:
Take your followers behind the scenes into your company’s workplace and introduce members of your team. Share casual photos and videos around the office that spotlight your company culture. It could be employees celebrating accomplishments, volunteering together, or just bonding at fun team-building events. This puts faces to your brand.
Chronicling a “day in the life” at your business pulls back the curtain even further. Capture candid snippets throughout a typical workday by going live on Instagram or posting Stories. From morning team huddles to prepping for big client meetings to lunchroom chats – your audience will feel like they’re along for the daily ride.
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Behind the Scenes Process
Share a rare peek at how your products or services get made. Whether it’s recording footage from your kitchen, workshop, studio, etc., seeing the step-by-step process will captivate customers. Answer common questions in honest, educational videos that position your brand as an authority. Transparency builds trust.
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Put your company’s leaders or founders in the spotlight by having them directly address followers. Quick Q&A sessions where they respond to audience questions in real time allow customers to connect with the people behind the brand. You could also have founders preview new products, provide company updates, or share their day-to-day experiences running the business.
An exciting way to offer behind-the-scenes access is by having different employees “take over” your brand’s social media accounts for a day or week. Customers get a fresh insider perspective from various teammates as they post about special projects they’re working on, their most rewarding accomplishments, passion for the brand’s mission, and more.
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Stay True to Your Brand Voice
No matter which type of authentic, behind-the-scenes content you share, make sure it aligns with your brand’s overall personality and values. If you’re known for having a fun, playful brand voice, keep that same lighthearted, relatable tone even when giving a serious facility tour. If you’re a premium brand, glimpses behind the scenes should reinforce your dedication to quality.
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Don’t Neglect Quality and Purpose
While the whole point is to feel more unpolished and human, you still need to create content with purpose and some level of quality. Blurry, poorly lit videos with rampant background noise won’t captivate anyone or accurately represent your brand. Show the messy reality, but package it in a watchable, coherent way.
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Final Thoughts
When you make an effort to deliver more authentic behind-the-scenes glimpses on social media, people feel a stronger personal connection to your business. They’ll be more invested in your brand’s story and journey. So peel back the curtain and allow customers to experience the human side of your company!
Got a suggestion? Contact us: editor@connectnigeria.com
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This article was first published on 22nd May 2024
chidiogo-akaelu
Chidiogo Shalom Akaelu holds a degree in English and Literary Studies, from the University of Nigeria. She is a freelance writer, editor and founder of Loana Press, a budding online publishing outlet.
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