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Boosting your bridal store's Instagram reach with behind-the-scenes content

Business9-Apr-2024

Following her seminar at Bridal Week Harrogate March, Megan Garmers talks us through the important of using behind-the-scenes content to help your boutique’s social media presence grow.

In today’s digital age, social media platforms, specifically Instagram and TikTok, have become indispensable tools for businesses in the wedding industry. With over a billion active users, these platforms serve as a visual storyboard where bridal store owners can showcase their collections, share inspirations, and connect with potential clients. Among various content strategies, behind-the-scenes (BTS) content emerges as a particularly effective method to engage audiences, offering a glimpse into the otherwise unseen aspects of your business, from dress fittings to the design process.
Remember that people buy from people they like, know and trust and BTS content allows for those viewing your content to get to know you and understand why they should like and trust you to help them with a major decision for their wedding day.

Understanding the Power of Instagram’s Algorithm

Instagram’s algorithm is akin to a constantly evolving puzzle, with engagement as a crucial piece for boosting visibility. Posts that generate significant interaction are more likely to secure a spot at the top of users’ feeds, thereby increasing their reach. According to a study by Forrester, Instagram content garners 58 times more engagement per follower than Facebook, highlighting the platform’s potential for businesses to connect with their audience. To tap into this potential, you can create content that prompts interaction, such as sharing a heartwarming BTS video of a bride’s final dress fitting and asking followers to share their own wedding dress stories. Asking for viewers of your content to share their thoughts, opinions and stories is a great way to engage your audience and helps boost your post when it comes to the algorithm.

The Impact of Authentic BTS Content

In today’s digital marketplace, authenticity is not just appreciated; it’s expected. Sprout Social reports that 86% of consumers consider authenticity crucial when deciding which brands to support. BTS content inherently carries an authentic quality, offering a raw, unfiltered look at the people and processes behind the brand. For instance, a video showing the painstaking process of hand-embellishing a wedding gown that has been altered can highlight your craftsmanship and dedication involved, fostering a deeper appreciation and connection with your audience. Understanding who your ideal client is provides you a framework to base your BTS content ideas on and allows you to have a clear idea of what and how you want to get your message across.

If you don’t know who your ideal client is, email me for a free PDF workbook to help you think through the psychographic and behavioral characteristics of your ideal client avatar(s): hello@theweddingmasterclass.com.

Diverse BTS Content for Bridal Stores

BTS content for bridal stores can take many forms, each offering a unique angle on your business:

Dress Fittings and Alterations: Sharing moments from dress fittings not only highlights the personalized service you offer but also showcases the transformative power of a perfectly tailored gown.
Decision Process of Choosing Designers/Fashion : From initial images to the stopping by their booth or attending a catwalk show at bridal fashion week, documenting the decision process can captivate followers with an interest in fashion and all the options and trends.
Day-to-Day Operations: Giving followers a peek into the daily operations of your store, such as the team setting up a new display or preparing for a trunk show, can create a sense of community.
Customer Stories: Featuring brides who share their journey from the first fitting to their wedding day can provide powerful, relatable content that resonates with potential clients.

Incorporating these varied BTS elements can enrich your content strategy, providing a well-rounded portrayal of your brand as the right one for your ideal client avatars.

Best Practices for Capturing Engaging BTS Content

While the authenticity of BTS content is its biggest asset, certain practices can enhance its appeal:

Focus on Authenticity: Remember, the charm of BTS content lies in its raw, unpolished nature. A candid shot of the design team discussing fabric choices can be more engaging than a perfectly staged photo. But don’t forget that you still need to make sure the video quality, lighting and audio is good - while less polished, it still needs to be able to be seen and heard.
Narrative Storytelling: People love stories, and Instagram is the perfect platform to tell them. A series of posts documenting the creation of a custom bridal gown from conception to completion can keep followers engaged and anticipating the next installment.
Consistent Engagement: Regular posting keeps your audience engaged and connected. Implementing themed BTS posts, like "Workshop Wednesdays," can give followers content to look forward to.

Integrating BTS Content into Your Content Strategy

A well-planned content strategy is key to effectively incorporating BTS content. This involves scheduling posts to ensure a balanced mix of content types, maintaining engagement without overwhelming your audience. Interactive elements, such as polls or questions in Instagram Stories, can also increase engagement, making your audience feel like an integral part of your brand’s story.

This is also a great opportunity to get feedback about what your ideal client wants - asking about specific trends (“Would you wear this?”) allows for you to understand more about what might be good sellers vs inventory that sits around forever.

Measuring Success and Refining Your Strategy

Tracking the performance of your BTS content is essential to understanding its impact and refining your strategy. Key metrics like engagement rates, follower growth, and post reach provide insights into what resonates with your audience. For instance, if BTS posts about your store’s design process consistently outperform other content types, it might be beneficial to feature more of this content.

Remembering that the point of BTS content is to address your ideal client avatars so determining what part of the sales funnel you are using the content for is important. If you don’t have a clear understanding of how your sales funnel and content strategy go together, make sure to email and set up a 15-minute call with me to learn more about integrating these things to help you make more sales: hello@theweddingmasterclass.com
BTS content offers more than just a behind-the-scenes look at your bridal store; it provides a narrative that humanizes your brand and connects with your audience on a personal level. By integrating authentic, engaging BTS content into your Instagram strategy, you can elevate your brand’s presence, foster a loyal community of followers, and ultimately, drive conversions. In the competitive bridal industry, where every detail matters, BTS content can be the differentiator that sets your store apart, turning followers into customers and customers into brand advocates.