Behind-the-scenes content is popular because it shows the person behind the business. It goes wrong when “behind the scenes” turns into “whatever was lying about”. A little selection makes the difference between charming and dull.
What makes it boring
- Footage of nothing happening: a desk, a screen, a kettle.
- Mess for its own sake, with no point being made.
- A tour of a place with no story about why it matters.
What makes it worth watching
- A decision: two options on the table and a reason for choosing one.
- A problem: something that went wrong and how you dealt with it.
- A skill: a short stretch of someone doing a thing they are good at, with no talking over it.
Show the process, not the clutter
Tidy the frame a little before you film, and cut to the moment that matters. A thirty-second clip of one careful step teaches the viewer more than five minutes of everything.
What to keep private
- Customers’ faces, names, addresses and orders, unless they have agreed.
- The exact location of a home studio or a workshop that is also somebody’s home.
- Work that is under agreement and not yet announced.
A simple rule
Before you post it, finish this sentence: “After watching this, you will know…” If you cannot finish it, the clip is not ready, or it is not for the feed.
Look at your last behind-the-scenes post. Did anything in it happen, or did it only show that you were there?