Why people like to see behind the curtain
Customers often enjoy seeing how things get made: the early morning prep, the workbench, the packing of an order. It makes a business feel real and gives people a reason to trust the work. That kind of content is also easy to produce, because you are already doing the work.
The risk is going too far. Behind-the-scenes posts can expose private information, put staff in awkward positions or show things that undermine the confidence you are trying to build. The task is to choose.
A simple test before you post
Ask four questions about each photo, video or story:
- Would I be comfortable if a customer, a competitor and a stranger all saw this? Public posts can be copied and kept.
- Does it show anyone who has not agreed? Staff, customers, suppliers and children all count.
- Does it reveal something that could cause harm? Think addresses, security details, documents and schedules.
- Does it help the viewer understand or trust the business? If not, it may be filler.
If any answer is uncertain, wait, crop, blur or choose another image.
What is usually fine to show
- The making process, such as dough rising, a piece being sanded or an order being packed.
- Tools, materials and work in progress, with documents and screens out of frame.
- Introductions to team members who have said they are happy to appear, with a first name and role.
- A day in the life: opening up, restocking, a delivery arriving.
- Mistakes handled well, such as a batch that did not work and what you learned.
- Preparations for a season or event.
- Your reasons for doing things a certain way, such as why you source materials locally.
These items show competence and care without giving away much that is sensitive.
What deserves more caution
Security and location details
Photos can accidentally show safe locations, key boxes, alarm panels, opening and closing routines or an empty shop. If you work from home, a view of your street, house number or delivery labels may reveal more than you intend. Check the background of every image and think about what a posted schedule says about when a place is empty.
Customer and staff information
Do not show orders, receipts, appointment books, delivery labels or screens containing customer names, addresses or phone numbers. Even a quick glimpse in the background of a short video can be enough. Before filming, tidy the frame.
People who have not agreed
Ask staff before posting them, and accept a “no” without pressure. Remember that a person may be fine with a photo today and prefer it removed later; have an easy way to take it down. For customers, get clear permission before showing their faces, names or purchases. Posting images of children needs particular care, and rules about consent differ by place.
Financial and legal matters
Avoid sharing revenue, supplier prices, contract terms or disputes. These can harm relationships and, in some cases, breach agreements.
Complaints and drama
Venting about a difficult customer, even without a name, can damage your reputation and may identify the person anyway. Keep frustrations out of public posts.
Personal life
Your family, health and home are yours. Some owners find that sharing some personal detail makes the business warmer; others prefer a clear boundary. Decide your own line in advance, not in the moment, and stay with it. This applies to your digital footprint more generally: what you share builds a picture that is hard to withdraw.
Keep it honest, not staged
Behind-the-scenes content works best when it is true. Avoid claiming handmade or small-batch processes that are not accurate, and do not show a scene that suggests a different scale or origin than the reality. Light staging, like tidying a bench, is fine; misleading customers is not. Rules about product claims vary by place.
Practical habits
- Take photos with a tidy background, and check the edges of the frame.
- Look at screens, papers and reflective surfaces before posting.
- Turn off location tagging when you do not want it, and review the privacy settings of the account.
- Keep a short written guideline for your team: who may post, what is off-limits and who approves staff photos.
- Remove metadata or avoid sharing original files if you are unsure what they contain.
- If you realize you shared something you should not have, take it down promptly and tell anyone affected.
Pick a few repeatable ideas
You do not need new material every day. Choose three or four formats that suit your business, such as “Process of the week,” “Meet the maker” or “How we pack your order,” and rotate them. They fit easily into a weekly plan and let you decide once what is acceptable to show, rather than weighing the question every time.
The aim is for customers to feel they know how you work, while you keep control of what is private. Sharing a little, thoughtfully, is generally better than sharing everything.