Behind the Trend: How Behind-the-Scenes Content is Revolutionising Social Media Marketing


In the good old days, 7-second dance videos were all it took to build an audience on TikTok – unfortunately, those days are long gone. 

From small businesses to influential creators, everyone’s looking for ways to foster a deeper connection with their audience, which is exactly why we’re seeing the rise of ‘Behind-the-scenes’ content.


Why It Works

Building authentic connections has never been more important than in the 2024 digital landscape, and the easiest way to do this is to simply be authentic.

By showcasing the BTS processes, from product development to team culture to everything in between, it allows you to not only build a deeper connection with your audience but to truly become ‘one-of-one’ (AKA completely unique). 

BTS Content IRL

A brand doing this really well is Midday Squares. They sell chocolate bars, but what’s interesting about them is their entire social media presence. It isn’t about the products but the journey of building their business.

They use engaging stories that share the good, the bad and the ugly behind their company. This creates an experience that can’t be replicated by any competitors because it’s uniquely their story.

So what can we learn from them? 

  1. Tell Your Story

You aren’t the only brand or business in your industry, but you’re the only one with your story. Dial in your brand story and turn it into short-form content that you can repeatedly share. 

Where to start:

  • The Founders Story: Why did you start?

  • Brand Manifesto: What’s the vision & mission? 

  • Behind The Process: How did you build your business/products/services?


  1. Show Your Struggles 

Don’t be afraid to be vulnerable and authentic. 

By openly discussing your struggles, you demonstrate honesty and integrity, which can build trust with your audience. People are more likely to trust and support businesses that are transparent about their journey, including the obstacles they’ve overcome.

It also can provide valuable insights for others in similar situations, which could provide inspiration and guidance for audience members navigating their own challenges.


  1. Humanise Your Brand 

Think of your social channels like a TV series. On your favourite show, you know exactly who the characters are, what they’re working on and you become invested in their story. This is the effect you want your content to have!

TikTok is the perfect place to introduce new audience members to not only your products, but the people behind them. 

People like people, so pick a few  ‘characters’ that can become the face of your brand and it’ll go a long way in creating authentic connections with your audience.

In conclusion, the rise of behind-the-scenes content marks a significant evolution in social media marketing, transforming the way brands connect with their audience. 


In this era of social media marketing, the brands that embrace transparency, share their struggles and invite audiences behind the curtain are poised to revolutionise their digital presence and solidify their place in the hearts and minds of consumers. 


Think we can make magic happen together? Drop us a line and we’ll setup a call to go through your goals and explain how we can help.


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