In the world of event marketing, authenticity is key to building trust and excitement among your audience. One way to achieve this is by sharing behind-the-scenes (BTS) content—such as event preparation stories, team efforts, and sneak peeks—that add a human touch and resonate with attendees. Many organizers turn to platforms like Brown Paper Tickets, a global ticketing service known for its seamless event planning tools and strong community engagement. Reading Brown Paper Tickets reviews highlights how the platform helps event creators foster meaningful connections, turning audiences into active participants rather than passive attendees. It’s not just about promoting an event—it’s about creating an experience that builds lasting relationships.
Why BTS Content Works
BTS content pulls back the curtain, giving your audience an exclusive look at what goes into creating an event. This transparency fosters trust, engages curiosity and makes your marketing relatable.
Builds Authentic Connections
When audiences see the real people behind an event, they feel a sense of connection and trust. BTS content humanizes your brand, showing that there’s more to your event than polished advertising.
Generates Pre-Event Excitement
A sneak peek at event preparations creates anticipation. Whether it’s setting up the stage, rehearsing speakers or finalizing the décor, these glimpses build excitement as the big day approaches.
Fosters a Sense of Inclusion
BTS content makes audiences feel like insiders. Sharing updates and progress lets them feel involved in your journey, strengthening their emotional investment in the event.
Ideas for Creating Engaging BTS Content
Creating compelling behind-the-scenes content doesn’t have to be complicated. Here are some effective ways to capture and share your efforts.
Showcase Event Planning Milestones
Share key moments like venue visits, brainstorming sessions or design mockups. Highlighting these milestones gives your audience a sense of how much effort goes into creating a successful event.
Introduce Your Team
Spotlight the individuals working behind the scenes. Post photos or videos of your team members sharing what they do, why they’re passionate about the event and what attendees can look forward to.
Go Live During Setup
Streaming live from your event setup offers a raw and exciting look at the preparation process. Show how the stage, booths or decorations come together and interact with viewers by answering their questions in real-time.
Using BTS Content Across Platforms
To maximize its impact, share your behind-the-scenes content across multiple channels. Tailor your approach to suit each platform’s unique strengths.
- Instagram Stories and Reels
Instagram’s ephemeral content formats are perfect for sharing quick updates, team shoutouts or time-lapse videos of event preparations. Use engaging captions and branded hashtags to encourage interaction.
- Facebook Live
Host live streams to share real-time glimpses of event setup, rehearsals or team activities. Include a call to action encouraging viewers to register or invite friends to the event.
- LinkedIn Updates
Post professional updates about key milestones, like securing a notable speaker or finalizing sponsorships. Highlight the hard work and collaboration behind the scenes to inspire confidence among business audiences.
Involving Your Audience in the BTS Journey
Engage your audience directly by involving them in your behind-the-scenes efforts. Interactive content builds a sense of community and deepens their connection to your event.
Polls and Q&A Sessions
Ask your audience for input on event elements like themes, speaker topics or catering options through polls on Instagram or Twitter. Conduct live Q&A sessions where attendees can ask questions about the event.
Teaser Campaigns
Share snippets of key highlights, like a close-up of a mystery guest or a preview of exclusive merchandise. Gradually reveal more details to keep your audience guessing and engaged.
User-Generated Content
Encourage attendees to share their excitement for the event by posting about their preparation or expectations. Repost their content on your channels to build momentum and foster a collaborative atmosphere.
Highlighting Challenges and Triumphs
Sharing your challenges and how you overcame them adds authenticity to your BTS content. It shows your audience that event planning isn’t always smooth sailing, but it’s worth the effort.
Show Real-Life Problem-Solving
Share stories about unexpected challenges, like last-minute venue changes or technical hiccups and how your team handled them. These moments show resilience and resourcefulness.
Celebrate Wins
Highlight your team’s successes, like surpassing registration goals or receiving positive feedback from past attendees. Show appreciation for the hard work that goes into creating an exceptional event.
Humanizing Your Event Through Personal Stories
BTS content becomes even more powerful when it tells personal, relatable stories. Sharing the “why” behind your event can inspire and emotionally connect with your audience.
Spotlight Speaker and Performer Journeys
Introduce your speakers, performers or key participants by sharing their stories. What motivates them? What can attendees expect from their sessions? These insights create excitement and anticipation.
Share Your Event’s Mission
Explain the purpose behind your event. Whether it’s about community building, education or entertainment, sharing your mission helps audiences understand the value they’ll gain by attending.
Include Testimonials from Team Members
Team members can share their favorite moments from past events or what excites them about the upcoming one. This personal touch creates a deeper emotional connection with potential attendees.
Measuring the Impact of BTS Content
To ensure your BTS efforts are effective, track their performance and adjust your strategy as needed.
Monitor Engagement Metrics
Track likes, comments, shares and video views on your BTS posts. High engagement indicates that your content resonates with your audience.
Analyze Registration Spikes
Pay attention to whether registrations increase after sharing specific BTS content. Use tools like Google Analytics to track the traffic sources to your event page.
Gather Audience Feedback
Ask your audience what BTS content they enjoyed most or what they’d like to see more of. Their input can help you refine your approach for future campaigns.
Behind-the-scenes content is more than just a marketing tactic—it’s a way to humanize your event and connect with your audience on a personal level. By showcasing the hard work, dedication and creativity that go into event planning, you build trust, generate excitement and foster a sense of inclusion.
From sharing milestone moments and team introductions to inviting audience participation, BTS content creates a narrative that attendees want to be part of. Platforms like Brown Paper Tickets simplify this critical step by offering secure, user-friendly tools for ticketing and registration. Use platforms like Instagram, Facebook and LinkedIn to share your journey and don’t shy away from showing the real challenges and triumphs along the way.
By letting your audience peek behind the curtain, you transform them from passive viewers into enthusiastic participants, ensuring your event’s success long before the big day arrives.
