The Power of BTS
Behind-the-scenes content works for artists, too
Years ago, when I was working at Good Morning America, I pitched an idea for a behind-the-scenes segment. I thought viewers would love seeing what happened beyond the cameras.
The control room.
The producers.
The scripts changing at the last minute.
The way a live show came together before most people had even finished their coffee.
To me, it felt obvious. People watched the show every morning. Wouldn’t they want to see how it was made The answer I got was basically: “We’ll pass.”
This was in the early 90’s before social media. There wasn’t a lot of behind-the-scenes content. The senior producers didn’t think viewers would be that interested.
So I let it go. Then, years later, long after I’d left and the interest in behind-the-scenes content started to grow, the show started doing more bts content.
And people loved it. Of course they did. Because don’t we all love seeing behind the curtain?
Behind-the-Scenes Is Everywhere
Once you start noticing it, behind-the-scenes content is everywhere.
Movies show how the special effects were made.
TV shows bring viewers into the writers’ room or onto the set.
Restaurants show what happens in the kitchen.
Fashion designers show sketches, fittings, fabric, and runway prep.
Musicians show rehearsals.
Athletes show training.
Bakers show the messy middle before the beautiful cake.
People enjoy seeing the hidden part of the work. Not because it ruins the magic. Because it deepens the connection.
When we see what goes into something, we often appreciate it more. We notice the skill. The choices, problem-solving, effort, and personalities. The human being behind the finished thing.
That is why behind-the-scenes content is such a powerful marketing strategy. And artists have some of the best behind-the-scenes content there is.
Artists Already Have the Good Stuff
When artists hear the advice to “show your process,” I understand why some hesitate.
They may think:
Why would anyone care about my messy table?
Why would anyone want to see the underpainting?
Why would anyone be interested in my tools, sketches, or half-finished work?
But that hesitation may come from being too close to the work.
To the artist, the studio may look ordinary.
The paint tubes.
The scraps.
The clay dust.
The failed layer.
The reference photo.
The notes taped to the wall.
The brush you reach for over and over again.
But to someone outside the studio, those details can be fascinating. They are the part people do not usually get to see.
It Gives People Context
A finished piece can be beautiful on its own. But when people see even a small part of how it came together, they understand it differently.
A color choice becomes more interesting.
A revision becomes evidence of problem-solving.
A tool becomes part of the story.
A messy table becomes proof of work in motion.
A close-up detail reveals care they might have missed.
Behind-the-scenes content gives people context. And context helps people care.
That does not mean every post needs to explain everything. In fact, it is usually better when it does not.
A small glimpse is enough.
One photo.
One sentence.
One detail people would not know just by looking at the finished work.
That is often all it takes to open the door a little wider.
It Doesn’t Have to Be Polished
This is another reason behind-the-scenes content can work so well for artists. It doesn’t have to be perfect. Actually, it often works better when it feels real.
A studio table with things in progress.
A quick photo before the light changes.
A palette at the end of the day.
A half-finished piece on the easel.
A sketchbook page with one idea circled.
A tool covered in evidence of use.
That kind of content feels immediate. It lets people feel like they are being invited into the room for a moment. Not in a performative way, but in a human way.
And that’s important, because good marketing for artists is not only about selling finished work. It’s also about helping people know the artist’s eye, rhythm, choices, and way of seeing.
The Studio Is Already Interesting
I think artists sometimes underestimate how interesting their working world is. Partly because they are in it all the time.
But most people don’t spend their days building a painting, carving a form, editing a photograph, mixing color, stitching fabric, shaping clay, or turning an idea into something visible.
That is not ordinary to them. So offering a glimpse into the creative process is outside of their normal life. And that’s intriguing.
So when artists share behind-the-scenes content, they are not just filling space between finished pieces. They are giving people a reason to stay connected. They are helping people understand the work before it is finished. They are building familiarity, trust, and interest over time.
Behind-the-Scenes Is Not Filler
This is the main thing I want artists to remember: Behind-the-scenes content is not filler. It is not what you post only when you have nothing finished. It’s part of how people come to understand the value of the finished work.
Because when people see the process, they are not just seeing the steps.
They are seeing the thinking, care, edits, practice, decisions, and time. They are seeing the artist fully.
That’s marketing. Not in a loud, pushy, “look at me” way. But in a quiet, generous, “come closer” way.
