Why should businesses share behind the scenes content on social media?

Businesses are first and foremost about people, creating lasting and meaningful relationships that are embedded with trust and understanding. The digital surge has meant many businesses being able to create deeper bonds with their consumers and other shareholders, due to the direct and immediate contact that social media platforms provide. Companies can now showcase their brand personalities and the people behind their products and services. But sometimes this social media presence can be overly controlled – leaving a fake reality and distant, professional facade, that Is hard for shareholders to break into.

Opening up and showing the process of how you do what you do, allows consumers to feel valued in the journey of their most-loved products/services and gives reinforced judgement that what they

are buying into is genuine and worth their money and time.

Show off your USP

What makes you, as a company, stand out and be different from the rest. Maybe it’s your staff ethos, the heritage of the machinery used or the fact every material is made in house. Whatever it is,

social media gives the opportunity to share these specialities in more detail, giving an exclusive insight into what makes your products unique and allowing consumers to find similarities in their own values, therefore building a better relationship with your business.

How?

- Production/manufacture Instagram stories

- ‘A message from our employees’ on LinkedIn

- A tagged image including suppliers and the materials used

- Sneak peeks of mood boards for new seasons or unreleased product concepts

Honesty

By posting behind the scenes content, the business is showing vulnerability and realness. For online companies, this can be especially difficult, as one to one interactions between retailers and consumers is minimal and, when done through online domains, can feel generic.

We can’t always be perfect: in our fast-paced, 21 st century lifestyles, slip-ups can occur. However, allowing consumers behind the scenes shows that you are human and makes mistakes easier to be

forgiven and apologies more sincere.

A level of honesty also allows for product and new market trials to happen at a more reduced risk, as the consumer will have a better level of understanding if they don’t go as planned and can also give

input on what they would have preferred to see.

How?

- Instagram story apologies

- Consistent twitter updates on how failed products are being worked on

- Linked in polls on what consumers would like to see in upcoming products

- Instagram posts on improvements being made across the company.

Showcase your workers

Especially after the pandemic lockdowns, we are desperate for human interaction, and this shouldn’t change when dealing with your consumers. Show them the faces behind the process and the talent behind the invention. This gives consumers something to latch onto and reminds them that behind every great product/service is a great person.

Not only will this show you value your employees as an asset, improving workplace morale, but it also enhances digital consumer relationships, as interactions feel two way and interpersonal.

How?

- Instagram video interviews

- Office tour on Instagram stories

- Employee congratulated and mentioned weekly on Linked in

- Social media takeovers by a different department

Freya Fowler

Assitant Content Writer