Instagram has become a visual battleground — brands pushing sleek product shots, curated reels, and paid influencer campaigns. But what actually grabs attention and keeps users engaged?
More often than not, it’s what happens off-camera.
Behind-the-scenes (BTS) content offers something most ads don’t: access. It’s raw, unfiltered, and real. For Instagram advertisers, it’s a goldmine hiding in plain sight — and one that’s easy to overlook.
Let’s explore why BTS content works, how to use it in paid campaigns, and what makes it convert.
Why Behind-the-Scenes Content Performs So Well on Instagram
Instagram thrives on connection. Audiences follow brands not just for products, but for personality, process, and purpose. BTS content delivers all three.
Here’s why it works:
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It builds trust — Audiences are more likely to engage with content that feels real. A quick clip of someone packing orders or brainstorming names feels personal, not promotional.
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It creates curiosity — People are naturally interested in how things are made or who’s behind a business.
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It encourages longer engagement — Viewers tend to stay on BTS content longer because it breaks the pattern of over-produced ads.
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It adds depth to your brand — Instead of a static identity, BTS content gives dimension and emotion to what you offer.
Instead of trying to impress with perfection, BTS content connects through transparency, and that connection pays off.
For brands looking to build real engagement, social media strategies for small businesses can amplify the impact of behind-the-scenes content.
How to Create High-Converting BTS Content for Instagram Ads
Capturing behind-the-scenes moments doesn’t mean recording everything. It’s about being intentional and observant. Great BTS content is often simple, but strategic.
Here’s how to create BTS content that works for paid ads:
1. Focus on Visual, Relatable Moments
Behind-the-scenes content works best when it shows something real and easy to understand. Prioritize short, visual moments that reflect your daily work — no voiceover or deep explanation needed.
Some effective examples include:
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Packing an order, from selecting items to sealing the box and adding a thank-you card.
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Pouring or mixing ingredients, such as in candle making, skincare production, or baking.
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Labeling products by hand, organizing shelves, or prepping inventory.
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Editing videos or tweaking digital designs on a computer screen.
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Team conversations, casual check-ins, or inside jokes during breaks.
Avoid overproduction. Use your phone to capture what’s already happening — then tighten it with light editing. A clean angle, steady framing, and decent lighting go a long way. Let the realness shine through, and focus on one clear action per clip.
2. Include Faces and Voices
People connect with people, and even a few seconds of a real face can shift your content from generic to memorable.
Try clips like:
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A team member saying why they love their role, or what today’s task means to them.
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A genuine reaction to finishing a project, testing a product, or reading a positive review.
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A candid smile, laugh, or eye roll during a busy workday.
These moments build trust quickly because they show emotion — not just function. No need for a script or polish. A simple clip, with confidence and sincerity, goes further than a rehearsed ad.
3. Keep It Short but Clear
Behind-the-scenes videos should be quick but still meaningful. Aim for 15 to 30 seconds with one clear message.
Use this simple format:
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Start with context, such as, “Here’s how we prep every order before shipping.”
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Show one focused task, like packing a box, applying a product label, or reviewing a client brief.
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End with a moment of payoff, whether it’s a smile, a clean workspace, or the final product ready to go.
Stick to a single idea per video. Don’t overload it. A clear, well-paced clip tells a stronger story than a rushed highlight reel.
4. Add Captions and On-Screen Text
Since most people scroll with sound off, your visuals must speak for themselves. On-screen text makes sure the message gets through.
To keep viewers engaged:
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Use clear, high-contrast captions — especially for dialogue or spoken lines.
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Add a short title or label early in the video, like “Order Packing Process” or “Design in Progress.”
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Highlight key quotes or steps with short overlays, such as “Step 1: Quality Check” or “Final Touches.”
Keep it clean and readable. Avoid cluttered text or distracting fonts. The goal is clarity — every viewer should understand the video without needing sound.
Tips to Make Behind-the-Scenes Ads Work Long-Term
Want BTS content to be more than just filler between campaigns? Here’s how to keep it performing over time:
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Create a repeatable format. Use the same structure for different processes (e.g. “Order Prep Friday” or “Design Studio Mondays”).
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Batch shoot, then schedule. Capture several clips in one session to build a content bank.
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Mix it into your ad rotation. Alternate between BTS, product highlights, and UGC for a balanced feed.
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Track performance like any creative. Monitor metrics like average watch time, CTR, and ROAS. Adjust based on real data.
Behind-the-scenes works best when it’s treated with the same strategy and care as your best-performing ads.
Need help understanding what to track? Here’s how to analyze Facebook ad performance beyond CTR and CPC.
Is BTS Content Right for Your Brand?
In most cases, yes — if you can spot everyday moments that feel meaningful to your audience. Whether you sell physical products, offer services, or work behind a screen, there’s always something worth showing.
A few examples:
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A small e-commerce brand could film the story of packing and shipping a customer’s very first order — showing care and excitement in the process.
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A digital agency or remote team might share clips from brainstorming sessions, mood board discussions, or early-stage mockups coming together.
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A coach, consultant, or freelancer could highlight the prep work behind a client meeting — reviewing notes, testing tools, or organizing materials.
You don’t need a production crew or perfect setup. What you need is awareness — the ability to recognize moments that quietly reveal what your brand values and how you work. When you spot them, capture them with intention, and let those clips speak for you.
If you’re a service-based business, check out our guide to creating Facebook ad strategies for coaches and consultants.
Final Thoughts: Real Moments Drive Real Results
Audiences want more than marketing. They want meaning, even in a 15-second ad. Behind-the-scenes content delivers that — not through performance, but through presence.
For Instagram advertisers, it’s a chance to stand out without spending more. And as attention becomes harder to earn, that kind of trust is a rare competitive edge.
Start looking at what you’d usually leave off camera. That might be where your next best-performing ad begins.
