Picture this: you’re scrolling through Instagram, and you spot a post from a local café. It’s not just another perfectly staged latte photo. Instead, it’s a quick video of the barista laughing as they spill coffee beans everywhere, captioned, “Even our mess-ups taste good!” You smile, maybe even hit ‘like’. Why? Because that little glimpse of behind-the-scenes content feels real. It’s relatable. And for small UK businesses, that authenticity can be a game-changer.
Behind-the-scenes content isn’t just a trend; it’s a powerful way to humanise your brand, connect with customers, and stand out in a crowded digital world. Whether you’re a tradesman fixing a leaky pipe or a boutique owner unpacking new stock, showing the real people and processes behind your business can build trust and loyalty like nothing else. In this cornerstone guide, we’ll walk through seven actionable strategies—blending digital and real-world ideas—to help your small UK business harness behind-the-scenes content. Ready to let your audience peek behind the curtain? Let’s dive in.
Share the Everyday Moments That Define Your Business
Behind-the-scenes content doesn’t need to be polished or grand. In fact, the simpler, the better. Customers love seeing the day-to-day stuff that makes your business tick. A bakery could snap a photo of dough rising at 5 a.m., while a plumber might share a quick clip of tools laid out before a job. These moments show the effort and care you put in, humanising your brand in a way glossy ads never could.
Take it digital by posting these snippets on platforms like Instagram Stories or TikTok. Hootsuite’s 2024 Social Media Trends report shows short, authentic videos get 34% more engagement than staged content. Or go real-world: invite loyal customers to an open day where they can see your process up close. A café once saw foot traffic jump 20% after hosting a “meet the roaster” event. Small, honest glimpses like these make people feel part of your story.
Spotlight Your Team to Build Connection
Your people are your brand’s heartbeat, and behind-the-scenes content is the perfect way to show them off. Introduce your team with quick bios or fun facts—maybe your electrician’s a weekend cyclist, or your shop assistant’s obsessed with vintage vinyl. Share a photo of them at work or a video of them joking around during a break. It’s not about oversharing; it’s about giving your audience a face to connect with.
Forbes highlights that human connection drives brand loyalty, with 71% of consumers preferring brands they feel emotionally tied to. Post these team spotlights on LinkedIn for a professional touch or Instagram for a casual vibe. Offline, pin up a “meet the team” board in your shop or office. When customers know who’s behind the counter or the craft, your business feels less like a faceless entity and more like a friend.
Show Your Process to Prove Your Expertise
Ever wondered why cooking shows are so addictive? It’s the process—the chopping, stirring, and sizzling—that pulls you in. Behind-the-scenes content works the same way for your business. Showing how you do what you do builds credibility and trust. A carpenter could share a time-lapse of sanding a table, while a florist might post a step-by-step of arranging a bouquet.
Digitally, this works brilliantly as a blog post or YouTube video. Search Engine Journal notes that how-to content ranks 25% higher on Google when paired with visuals. In the real world, host a workshop or demo day—think a tailor showing how to hem trousers. One UK tradesman doubled his enquiries after sharing a “day in the life” video online, proving that behind-the-scenes content can showcase skill without bragging.
If you’re a tradesman, our article on Digital Marketing for Tradesmen UK: 7 Affordable Strategies to Grow dives deeper into turning expertise into engagement—worth a peek!
Reveal Your Challenges (Yes, Really!)
Here’s a bold one: don’t shy away from the messy bits. Behind-the-scenes content that shows your struggles—like a delivery delay or a tech glitch—can actually strengthen your bond with customers. The key? Be honest, but show how you’re fixing it. A small shop might post, “Our card machine’s down today—sorry! Cash only while we sort it.” Add a smiley face or a quick fix update, and you’ve turned a hiccup into a human moment.
HubSpot’s 2023 Consumer Trends Report found that 82% of people trust brands more when they’re transparent about setbacks. Share this digitally via a candid X post or a Facebook update, or go old-school with a handwritten apology note in-store. A café once won back customers by owning up to a burnt batch of scones online—and offering a free coffee to make up for it. Behind-the-scenes content like this says, “We’re human, just like you.”
Celebrate Milestones with Your Audience
Milestones are goldmines for behind-the-scenes content. Hit 500 followers? Been open for a year? Share it! Post a throwback photo of your first day or a video of your team popping a bottle of bubbly (or Ribena, if that’s more your speed). It’s not just self-congratulation—it invites your audience to celebrate with you, making them feel invested.
Smart Insights reports that milestone posts boost engagement by 22% when paired with a personal story. Digitally, amplify this with a “thank you” carousel on Instagram or a LinkedIn article. Offline, throw a small customer appreciation event—think free biscuits or a discount day. A boutique saw sales spike 15% after sharing their “one year open” story online and in-store. Behind-the-scenes content turns your wins into shared victories.
Use Customer Stories to Flip the Script
Why not let your customers star in your behind-the-scenes content? Share a photo of them using your product—like a kid wearing a handmade scarf—or a testimonial about your service. With permission, of course! It’s a brilliant way to show your impact while keeping things authentic. A café could post a regular’s review of their flat white, paired with a snap of them sipping it.
Moz’s guide to user-generated content says it can lift click-through rates by 18%, as people trust peer stories over ads. Post these on social media with a hashtag like #MyLocalGem, or display them on a noticeboard in your premises. One small shop saw website visits climb after sharing customer pics online—proof that behind-the-scenes content doesn’t always have to come from you.
For more social media ideas, check out our 5 Budget-Friendly Social Media Tips for Small Businesses UK.
Mix It Up with Fun Formats
Behind-the-scenes content doesn’t have to be serious. Play around with formats to keep it fresh. Try a “day in 60 seconds” TikTok video, a Q&A Instagram Live with your team, or a Polaroid-style snap of your workspace. Offline, hand out “sneak peek” postcards at the till with a fun fact about your business—like “Did you know we test 10 biscuit recipes a month?”
Sprout Social’s 2024 Content Benchmarks show varied formats lift engagement by 29%. A tradesman once went viral on TikTok with a sped-up clip of fixing a sink, captioned “Plumbing’s my cardio!” Behind-the-scenes content that’s fun and unexpected keeps your audience coming back. If you need help brainstorming, get in touch with us at Ball and Bence—we’d love to chat!
Track Your Success and Keep the Conversation Going
So, you’ve started sharing behind-the-scenes content—now what? Track its impact. On digital platforms, check likes, comments, and shares via tools like Google Analytics or Instagram Insights. Offline, ask customers what brought them in or watch foot traffic after an event. A small shop noticed a 10% sales bump after posting a “meet the maker” video—proof this stuff works when you stick with it.
The beauty of behind-the-scenes content is its versatility. It’s not a one-off; it’s a habit that keeps your brand relatable and engaging. Got questions about making it work for your business? Reach out via our contact form below—we’re here to help UK small businesses like yours shine.
Let’s peel back the curtain together. Your audience is waiting!
