Prove you are worth it: Connect with consumers transparently

More brands are embracing transparency by pulling back the curtain and sharing raw, unfiltered content. From behind-the-scenes glimpses of creators and makers to in-depth looks at materials, production techniques, and fashion shoots, this approach offers consumers a deeper understanding of the craftsmanship and process behind each product. By shifting the focus from perfection to real, unscripted moments, brands can create a more meaningful, human connection—one that educates, engages, and ultimately builds lasting loyalty.

Source: Braun

As awareness of the climate crisis and labour exploitation increases, consumers are demanding greater transparency about where and how their clothes are made. What was once a trend has become an expectation—authenticity and openness now define brand loyalty. Gaining behind-the-scenes access to product stories, insights, archives or factory tours is a privilege that fosters a deeper connection with a brand. In this age of transparency, brands have a unique opportunity to share their journey, showcasing not only their innovations and successes but also their challenges and learnings. Social media is no longer just a sales channel; it is a dynamic platform for storytelling, engagement, and education—allowing brands to build trust, inspire action, and create lasting connections with their audience.

Source: Axel Arigato

Authenticity is the new currency, and behind-the-scenes (BTS) content has become one of the most powerful ways to bring it to life. Today, it’s not enough to simply highlight what your product is—you need to share the how and the why behind it. By offering a transparent look into your process, craftsmanship, and brand story, you create deeper connections, build trust, and foster a loyal community.

Source: Cafe Mountain

BTS content offers a glimpse into the heart of your brand, humanising it and building trust. It's about pulling back the curtain and showing the real people, makers, creators, processes, and passion that go into creating your products or services. This fosters a sense of connection and allows consumers to appreciate the value and craftsmanship behind your offerings.

Why is BTS Content So Important?

• Combating Negative Perceptions: In an era of "fast fashion" and mass production, consumers are increasingly concerned about ethical sourcing, sustainable practices, and fair labour. BTS content allows you to address these concerns head-on.
• Building Emotional Connection: BTS content allows you to tell your brand story in a compelling way. Sharing the "why" behind your brand – the inspiration, the challenges, and the dedication.
• Highlighting Value: In a world of mass-produced goods, the value of handcrafted or thoughtfully designed products can often be overlooked. BTS content provides an opportunity to showcase the skill, artistry, and attention to detail that go into creating your products.
• Driving Engagement: BTS content is inherently engaging. People are naturally curious, and they love to see what goes on behind the scenes.
• Fostering Brand Loyalty: By giving your audience an exclusive look into your brand, you create a sense of community and exclusivity.

Source: Coach

BTS Content can manifest itself in many ways, and the more authentic and honest the better, its should tap into what your customers value in your brand.

Examples of the type of content that can be used to educate your brand fans

• "Day in the Life" features: Showcase the daily activities of your creators and makers, highlighting their roles and contributions.
• Process videos: Document the creation of your products.
• Meet the team spotlights: Introduce your team members and share their stories and expertise.
• Behind-the-scenes glimpses of events or photoshoots: Offer a sneak peek into the preparation and execution of your marketing activities.
• Factory or studio tours: Provide a virtual tour of your production facilities, highlighting your commitment to quality and ethical practices.

Behind-the-scenes (BTS) content is no longer exclusive to niche brands—we’re seeing its adoption across the board, from small independents to major global corporations. This shift reflects a growing demand for transparency, storytelling, and authentic brand engagement at every level.

Here are some examples that we have spotted.

1

Lacoste has been showcasing its time-honoured craftsmanship through beautifully paced content that highlights the meticulous production of its iconic polo shirts.

Source: Lacoste

Check it out here - https://www.instagram.com/p/DFnj5qst3M-/

This content provides a great insight into the love, care and craft that is put into every Polo. If you look below you can see from a snapshot of their feed the bottom left video have significantly more likes and comments demonstrating its engagement, in this video there are no models and no ‘latest’ drops, just a factory its materials, machinery and talented makers.

This is not directly commercial content to promote a single product, but its engagement is significant within its channel and shows what Lacoste followers want to see. This value-driven content, it is captivating, almost memorising.  I think its time to buy a new polo shirt. 

2

Swedish brand Asket boldly declares, "The world doesn’t need another fashion brand," and it’s hard to argue with them. Instead of chasing seasonal trends, Asket is on a mission to redefine fashion by prioritising craftsmanship, timeless design, and longevity—aiming to "create forever." Their commitment extends beyond just words; when something breaks, they strive to repair it, and they even provide a detailed breakdown of the carbon footprint for every purchase on the receipt. With such bold ambitions and a willingness to hold themselves accountable, it’s essential that every aspect of their brand—messaging, storytelling, and customer engagement—authentically reflects their mission and values. Check them out here - https://www.instagram.com/p/DC4CHcKuLlb/

They focus on simplicity, they often present product on simple brackdrops with a handwritten note adding a human touch and an insight into what the brand values.

Source: Asket

The brand also captures content showing their repair services, providing a glimpse into a brand that considers its product way beyond the initial purchase.

They also provide an insight into their company culture, telling the stories of the invaluable skills of their staff from around the world.

This brand clearly isn't chasing fleeting trends or targeting the masses. Instead, it caters to discerning consumers who value quality and longevity. They prioritise investing in pieces that will stand the test of time, transcending seasonal trends. The brand's approach feels refreshingly authentic, focusing on education and transparency over aggressive sales tactics. You get the sense that they genuinely care about their customers and want them to make informed decisions. This lens on sustainability and ethical practices resonates with conscious consumers who are seeking brands that align with their values.

3

Jacquemus recently unveiled a captivating campaign titled "Just a normal day at Jacquemus," a single-take, one-minute film shot entirely on the iPhone 16. This playful and cinematic glimpse into the workshop floor, while not a traditional behind-the-scenes look, offers a unique window into the brand's personality and desired image. By stepping into the realm of entertainment, this campaign masterfully leverages creativity and ingenuity to captivate its audience.

Source: Jacquemus

The campaign even cleverly showcased new collection pieces, like a playful shot of a model twirling on a broom! It's a creative and memorable approach to original content.

This unique approach is interesting as it’s not a real behind-the-scenes shoot but a window into behind-the-scenes of the fantasy world of a Jacquemus fashion studio.

The fact that this was shot on a consumer grade mobile phone is also clever. Its a subtle way of telling people that no fancy cameras were used to trick or deceive people. Instead everything was shot on the humble and democratic mobile phone.  We love it and hope to see them continue on this original and creative journey to their content.

4

About:blank entered the market in 2021 as relative newcomers, but from the very beginning, they have openly shared their journey, origins, and growth. This authenticity is embedded in their brand DNA, reflected consistently across their marketing and social channels.

For emerging brands looking to establish themselves, this level of openness is a powerful tool. It builds trust, adds value, and offers audiences an inside look at the brand’s evolution. Whether they’re revealing behind-the-scenes moments from their latest campaign, expanding their creative studio, or launching an experiential popup, About:blank has mastered the art of honest, raw storytelling. Their content isn’t just promotional—it creates an engaging, evolving narrative that invites their audience to be part of the brand’s growth.

By continuously sharing their successes, challenges, and behind-the-scenes processes, they have cultivated a loyal and invested community. Their audience isn’t just observing—they’re actively involved, rooting for the brand’s progress, and feeling a sense of ownership in its journey. This real-time transparency not only strengthens customer relationships but also sets a compelling precedent for how modern brands can build deeper, more meaningful connections.

In a world saturated with marketing messages, authenticity is key. More and more, the hands and power behind many brands are larger corporations and consumers are becoming more and more aware of this. Consumers want brands to prove they are worth it and communicate their value. BTS content is also an important way of humanising brands. Behind-the-scenes content offers a powerful way to connect with your audience on a deeper level, build trust, and showcase the true value of your brand. By embracing transparency and sharing your story, you can create a loyal following and differentiate yourself from the competition. Content does not need to be predictable, it can be creative, playful and informative, balancing entertainment, education and storytelling. It's time to go beyond the gloss and show what makes you and your product unique.

If you would like to discuss how we can help you build your brand narrative and share your craft reach out.