Behind-the-scenes videos work best when they show what actually happens in your business. This could be a team member preparing for a job, setting up equipment, or explaining part of a process. It doesn’t need to be scripted, just honest and relevant.

Each video should communicate one clear idea. If you’re filming a short clip, think about what you want the viewer to learn or understand. Avoid trying to cover too much in one go.

Content that feels human is easier to connect with. Show faces, conversations, or day-to-day activity. Even a few seconds of a real team member doing real work can make your business feel more trustworthy and approachable.

Aim for clear messaging and a steady visual. Natural light, quiet spaces, and a quick check of your framing can go a long way in helping viewers stay engaged.

Posting behind-the-scenes content regularly helps people get to know your team and the way you work. Over time, this builds familiarity and trust which is especially valuable for service-based businesses.

How long should a behind-the-scenes video be?

The ideal length can vary depending on where you’re posting. Anywhere from 15 seconds to one minute is ideal for social media. Just make sure it communicates one clear idea.

What kind of content works well for BTS videos?

Show what people don’t usually see - prepping for a job, a team moment, packing an order, or explaining how something works.

Can BTS videos work for professional services, not just trades?

Yes. Whether you’re a physio, accountant, or designer, showing your process or workspace helps make your business more relatable.

What if I feel uncomfortable on camera?

That’s completely normal, especially at first. The goal isn’t to perform, it’s to show what’s real. Focus on doing your job as usual and have someone else film, or capture moments where you don’t need to speak directly to camera.

Can I reuse behind-the-scenes videos across different platforms?

Yes, absolutely. A single clip can be edited or repurposed for Instagram, Facebook, LinkedIn, your website, or even email. Just make sure the format suits the platform. For example, use vertical video for Stories and square or horizontal formats for feeds or websites. Or adjusting the length of the video for different platforms.

Build trust with customers: Behind-the-scenes videos

For small businesses, building customer trust is one of the hardest and most valuable goals in marketing. While strong branding and clear messaging play a key role, trust often starts when people see the human side of your business. Behind-the-scenes (BTS) videos are one of the most effective ways to show the human side of your business. This simple video format offers an authentic look at the people, processes, and values that drive what you do, helping potential customers feel more confident in choosing you.

Brands that feature team members or real processes in their video content are more likely to capture attention and build long-term loyalty (Think with Google, 2024). When someone sees how your team works, how you prepare for a job, or what happens before a product reaches the customer, it builds transparency. And transparency builds trust. These kinds of videos show your audience that what happens off camera matters just as much as what is presented to the public. They signal authenticity, which has a growing influence on buying behaviour, particularly among customers seeking local or service-based businesses.

Show something real
Behind-the-scenes videos work best when they show what actually happens in your business. This could be a team member preparing for a job, setting up equipment, or explaining part of a process. It doesn’t need to be scripted, just honest and relevant.
Keep it focused
Each video should communicate one clear idea. If you’re filming a short clip, think about what you want the viewer to learn or understand. Avoid trying to cover too much in one go.
Make it relatable
Content that feels human is easier to connect with. Show faces, conversations, or day-to-day activity. Even a few seconds of a real team member doing real work can make your business feel more trustworthy and approachable.
Prioritise clarity
Aim for clear messaging and a steady visual. Natural light, quiet spaces, and a quick check of your framing can go a long way in helping viewers stay engaged.
Share consistently
Posting behind-the-scenes content regularly helps people get to know your team and the way you work. Over time, this builds familiarity and trust which is especially valuable for service-based businesses.

How long should a behind-the-scenes video be?
The ideal length can vary depending on where you’re posting. Anywhere from 15 seconds to one minute is ideal for social media. Just make sure it communicates one clear idea.
What kind of content works well for BTS videos?
Show what people don’t usually see - prepping for a job, a team moment, packing an order, or explaining how something works.
Can BTS videos work for professional services, not just trades?
Yes. Whether you’re a physio, accountant, or designer, showing your process or workspace helps make your business more relatable.
What if I feel uncomfortable on camera?
That’s completely normal, especially at first. The goal isn’t to perform, it’s to show what’s real. Focus on doing your job as usual and have someone else film, or capture moments where you don’t need to speak directly to camera.
Can I reuse behind-the-scenes videos across different platforms?
Yes, absolutely. A single clip can be edited or repurposed for Instagram, Facebook, LinkedIn, your website, or even email. Just make sure the format suits the platform. For example, use vertical video for Stories and square or horizontal formats for feeds or websites. Or adjusting the length of the video for different platforms.