Behind-the-Scenes Content: How to Connect with Clients on a Deeper Level

Behind-the-scenes (BTS) content is one of the most effective ways to create a genuine connection with your clients. It allows them to see the human side of your salon, offering insight into your values, team, and processes that they might not otherwise experience. Sharing BTS moments not only builds trust but also strengthens your brand’s personality on social media. Here's how you can use BTS content to connect with your clients on a deeper level.

1. Showcase Your Salon’s Culture and Team

Your team plays a huge role in shaping the experience your clients have. Whether it’s a quick shot of a team member prepping for the day or a fun moment from a staff meeting, showing your team's personalities and how they work together builds trust with potential clients. It humanizes your brand and makes your salon feel more approachable and welcoming.

Tip: Use Instagram Stories to give followers a peek into your team’s daily routine or introduce them to different staff members through short video clips or interviews.

2. Give a Glimpse of Your Salon’s Day-to-Day Operations

Clients love seeing the work that goes on behind the scenes, from the setup of your salon to the meticulous care that goes into each service. Documenting the process—whether it’s cleaning and preparing the space, setting up for a special event, or organizing products—demonstrates your commitment to cleanliness, organization, and professionalism.

Pro Tip: Share time-lapse videos of the salon being prepped for the day or clips of your team organizing products and preparing the space to give clients a sense of what goes into creating a perfect salon experience.

3. Highlight Client Transformations

Behind-the-scenes content doesn’t always need to be “behind the camera.” It can also feature the transformation of your clients, whether it’s a haircut, color treatment, or a special styling session. Showing the work in progress—along with the final results—helps potential clients visualize their experience at your salon.

Tip: Post before-and-after videos or photo sequences of client transformations. Don’t just showcase the final look; include a few steps along the way to make clients feel more involved in the process.

4. Show the Creative Process

Clients want to feel like they’re a part of something special. Whether it’s a stylist brainstorming new looks, a colorist mixing the perfect shade, or a makeup artist creating a custom style, showing the creativity that goes into each service can help elevate your salon’s brand. It demonstrates that your team cares about each client’s individual needs and doesn’t take shortcuts.

Pro Tip: Share behind-the-scenes footage of your team members planning or experimenting with new styles, colors, or techniques. This shows that your salon is always evolving and staying on top of trends.

5. Give an Inside Look at Special Events or Promotions

If you’re hosting an event, launching a new product line, or offering a seasonal promotion, behind-the-scenes content can build excitement and anticipation. By offering a sneak peek into these events or promotions, you engage your clients before they even happen, creating a sense of exclusivity and curiosity.

Tip: Use Instagram Stories or Reels to share BTS snippets of your event preparation, giving followers an inside look at what’s to come.

6. Make Your Clients a Part of Your Journey

Incorporating your clients into your BTS content is an effective way to create a deeper connection. Capture moments where your clients are enjoying their services, laughing with your team, or giving feedback about their experience. This makes your clients feel special and appreciated, and it encourages them to continue sharing their experiences.

Pro Tip: Ask clients for permission to feature them in your BTS content. Clients love to see themselves in your posts, and it creates a sense of community.

Want to Create Authentic Connections Through BTS Content?

Behind-the-scenes content is a powerful way to engage with your clients and build a deeper, more meaningful connection. By sharing your team’s personalities, showcasing transformations, and offering insights into your day-to-day operations, you can create a more personal and relatable brand.

If you’re looking for help developing a strategic behind-the-scenes approach for your salon, Brand Identity Buildercan guide you in creating content that authentically reflects your salon’s essence and builds stronger client relationships.

Book a 30-minute discovery call today, and let’s discuss how to make your salon’s social media strategy more engaging and impactful through behind-the-scenes content.