The video also states the Feelgrounds team is working “tirelessly throughout the weekend” to ship all pre-orders, creating a sense of excitement and “fear of missing out” around a new product.
BTS content can include even a tedious process, such as picking, packing, and shipping products. Feelgrounds, the German footwear company, did this on Facebook to good effect. The video is a sped-up version of the fulfillment process paired with a Benny Hill theme song. It’s both entertaining and shareable.

Warby Parker

Warby Parker, the eyeglasses retailer, produces BTS content that shows followers what’s happening inside the company. For example, Warby Parker’s Instagram page recently featured a video with lifestyle influencer Katie Duke and her journey to find a new pair of glasses at the company’s physical locations.

Screenshot of Instagram post with Katie Duke
Screenshot of Instagram post with Katie Duke

Incorporating TikTok’s trending music and sounds is an added benefit — making the content relatable to potential customers.




Video content ranks number one in social media marketing these days. One of the best video strategies is behind-the-scenes storytelling.
The video works because it takes followers behind the scenes, showing them how the in-person eyewear selection process works while providing a human experience and an unscripted glimpse into the company’s brick-and-mortar locations.

Screenshot of HelloFresh's post on TikTok.
Screenshot of HelloFresh's post on TikTok. BTS content is effective because it provides businesses with an authentic way to connect with their audiences and build trust. Good BTS content focuses on revealing company processes over products. The more authentic a video, the more successful it will be.

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