When most brands share event content, they focus on the highlight reel—the polished photos, the keynote moments, the flashy recaps. While those posts have their place, they often miss something that audiences crave: a real, unfiltered look at what it’s like to be there. For brands just starting out, pairing this authentic approach with affordable follower options can help boost visibility while still keeping engagement genuine.
That’s where behind-the-scenes (BTS) event content comes in. These posts show the preparation, the personalities, and the small moments that make an event special. And because they feel authentic, they tend to spark higher engagement and help grow your following.
Here’s how to do them well.
Why Behind-the-Scenes Works
Behind-the-scenes content taps into curiosity. People love to see what goes into pulling something off, especially if the final product looks effortless. It also makes your brand feel more approachable. You’re not just a logo or a polished highlight reel; you’re a group of real people with stories, challenges, and moments of fun.
BTS content works because:
- It builds trust. Transparency feels genuine and human.
- It creates exclusivity. Followers get a “backstage pass.”
- It encourages interaction. People are more likely to comment on relatable, unscripted moments.
What to Capture
Not every behind-the-scenes moment is worth posting. The best BTS content is engaging, relatable, and provides valuable context to your event story. Here are some ideas:
1. The Setup and Prep
Share clips or photos of the space before it’s ready. Show staff setting up booths, testing lighting, or rehearsing presentations. These moments give a sense of anticipation and progress.
2. Candid Team Moments
Capture genuine interactions between team members—laughing during a coffee break, problem-solving on the fly, or celebrating small wins. It shows personality without feeling staged.
3. Speaker or Performer Prep
If your event has speakers, panelists, or performers, show them getting ready. It could be a quick pep talk, someone reviewing notes, or a funny moment in the green room.
4. Technical Details
Sometimes, the “how” is fascinating. Share a short clip of the sound check, a time-lapse of stage construction, or a glimpse of the control room.
5. Guest Reactions
Catch people arriving, checking out the venue, or reacting to a special reveal. Natural, joyful expressions go a long way in connecting with viewers.
Formats That Work Best
The format you choose depends on the platform and your audience’s habits. A mix of quick, casual posts and more thought-out pieces keeps your content fresh.
- Instagram Stories/Reels or TikTok Clips: Perfect for short, energetic snippets that feel raw and in-the-moment.
- Photo Carousels: Let you tell a mini-story in sequence—from setup to final moment.
- Time-lapse videos are great for showing a transformation, such as an empty venue becoming a bustling space.
- Short Interviews: Quick chats with staff, vendors, or attendees make things personal.
How to Make BTS Content Engaging
It’s not enough to post a few random clips. Thoughtful planning helps you get better results.
1. Plan a Content Outline Before the Event
Make a short list of BTS moments you want to capture. Assign someone to gather this content so it’s not forgotten in the rush.
2. Keep It Authentic
Avoid over-staging moments. It’s fine to tidy up or ask someone to repeat a step, but try to preserve natural energy.
3. Use Captions That Add Context
A short explanation goes a long way—especially if the clip doesn’t tell the full story. “Final sound check before 800 guests arrive” or “This is what 6 a.m. coffee-fueled setup looks like.”
4. Invite Interaction
Ask questions in your captions or stories. “Which speaker are you most excited to see?” or “Guess how long it took us to set up this room.”
5. Mix Pre-, During-, and Post-Event Content
Show the whole journey: setup, live action, and the wind-down. People like seeing the complete arc.
Posting Strategy
Timing matters. BTS content is most effective when it’s shared close to the moment—ideally, same-day or within a few hours. This gives viewers a real-time glimpse.
- Before the Event: Use BTS to build hype. Tease special features or surprises without revealing too much.
- During the Event: Share quick, spontaneous posts to pull followers into the energy of the moment.
- After the Event: Post a curated BTS highlight reel or photo set. This works well for people who missed your live coverage.
Common Mistakes to Avoid
Even authentic content benefits from some structure. Here’s what to watch out for:
- Oversharing Mundane Tasks: Not every detail is interesting. Focus on moments with personality or visual appeal.
- Low-Quality Audio or Video: BTS doesn’t mean sloppy. Ensure it remains watchable and clear.
- Forgetting Permissions: If you’re filming guests or staff, make sure they’re comfortable being on camera.
- Only Posting Once: BTS works best as a series, not a single post.
Real-World Example
A small conference organizer decided to share more than just stage shots and speaker quotes. They posted:
- A time-lapse of the venue setup the day before.
- A quick clip of the AV team laughing while troubleshooting.
- A “what’s in my bag” video from one of the keynote speakers.
- A short thank-you video of the team packing up at the end.
The result? Their engagement rate doubled during the event week, and they picked up several hundred new followers. People commented that they felt like they were “part of the action” even if they didn’t attend.
Final Takeaway
Behind-the-scenes event posts are effective because they showcase the human side of your brand. They invite followers into your world, build trust, and spark interaction in ways that polished highlight reels can’t always match.
By planning ahead, capturing authentic moments, and sharing them promptly, you can turn simple event prep and candid snapshots into some of your most engaging—and follower-growing—content.