Using BTS Content to Humanize Your Brand and Spark Audience Curiosity
When I first started working with food and beverage brands, I noticed something interesting: the polished product photography always looked amazing (and yes, totally essential for ecommerce), but it was often the scrappy, funny, or unexpected behind-the-scenes clips that got people talking about the brand.
And that’s the beauty of BTS content—it humanizes your brand in ways a perfect hero shot can’t. It invites your audience to pull up a chair at the table, laugh at the bloopers, and see the people behind the products they love.
Why Does Your Brand Need BTS? (Even If You’re Camera-Shy)
Let’s be real: most people know that your food images are styled, lit, and polished with a little magic (and maybe some strategic photo editing). But when you balance those professional food and drink photography shots with raw, real BTS moments, you give your brand something more powerful—relatability.
Take our project with Truff x Starbucks, for example. The finished photos looked incredible, but it was the BTS clips—the sauce pours, the messy retakes, the laughter on set—that people connected with most. Why? Because it felt authentic. The audience got to peek into the process, not just admire the end result.
BTS Turns Curiosity Into Connection
Here’s the thing: curiosity is one of the strongest tools we have in marketing. People love to see what goes into creating something they enjoy.
One of my favorite projects was with Elmhurst 1925. We created clean, polished product photos, but it was the playful behind-the-scenes of us spilling milk that stole the show. That BTS-style content sparked comments, shares, and genuine curiosity about the product.
And it makes sense—humans are naturally curious. Seeing how something is made, styled, or even how many takes it takes to get one “perfect” shot is relatable. When your audience sees those imperfect moments, it brings them closer to your brand story.
What BTS Really Looks Like (Spoiler: It’s Not Fancy)
Here’s the best part: BTS doesn’t need to be overproduced. In fact, it works best when it’s scrappy and spontaneous. Some of our most engaging clips came straight off a phone.
A few easy ways to capture BTS without adding stress:
Snap your stylist rearranging a garnish during a food photoshoot.
Record a quick timelapse of a product shoot setup.
Share a before-and-after moment of image editing.
Capture laughter between takes—because yes, that’s content too.
When we did a restaurant shoot, we captured 17 beautifully plated dishes, plus styled group shots. But guess what? The BTS Reel of our 7-hour day compressed into 27 seconds performed just as well as the final gallery. Why? Because it gave personality to the brand—and audiences eat that up (pun fully intended).
The Bigger Picture: Why BTS Matters for Growth
At the end of the day, BTS isn’t fluff—it’s strategy. Pairing professional product photography with authentic behind-the-scenes content makes your brand feel alive. It tells your audience, “Hey, real people made this for you.” And that trust can turn casual scrollers into loyal customers.
As someone who’s partnered with a wide range of CPG brands. I’ve seen how blending polished visuals with BTS builds deeper engagement. The polished photos sell the product. BTS sells the brand.
Your Brand Is a Story—Let People In
If there’s one thing I’ve learned in this industry, it’s that people don’t just fall in love with products—they fall in love with stories. And BTS content is one of the easiest ways to invite them into your brand.
So the next time you plan a photography session, remember: the shots in between are just as valuable as the hero images. Your audience wants to see the spills, the laughter, the messy tables, and the magic. That’s the content that sparks curiosity—and keeps your brand unforgettable.
Ready to turn your behind-the-scenes moments into your brand’s secret growth strategy? Let’s create something worth sharing together. Reach out to me at MisaHungry Media—your brand story deserves to be seen.
