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Use Case · Content Types

How to Create Behind-the-Scenes Posts with AI

Design behind-the-scenes social posts that humanize your brand — AI-generated graphics and captions in your brand style.

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Made in Switzerland · 3-day free trial
Dario Kunz · Co-Founder & Tech Lead, publy.ch
Updated May 12, 2026

What are Behind-the-Scenes Posts?

Behind-the-scenes (BTS) posts are social media content that shows the humans, process, and unpolished reality behind your brand. They include things like: a photo of your home office at 7 a.m., a screenshot of a customer call, the messy whiteboard from a strategy session, a team lunch, a product mid-prototype, a draft of an upcoming launch, or a candid moment from a trade show. The format is intentionally less polished than feed-perfect content — that authenticity is exactly the point.

For US small businesses, founders, and creators, BTS posts are the trust-building backbone of a social presence. Polished content sells; BTS content builds the relationship that makes the selling work. Audiences are increasingly skeptical of perfectly-curated feeds, and a steady mix of BTS content signals "real human behind this brand." Instagram Stories and TikTok especially reward BTS-style content because the formats are designed for immediacy. The challenge isn't shooting BTS — most founders have plenty of raw material on their phone — it's turning those raw shots into branded, on-feed-quality posts without losing the authenticity. publy.ch sits exactly in that gap.

How to create Behind-the-Scenes Posts with publy.ch

With publy.ch the BTS workflow keeps the rawness while adding just enough brand polish:

  1. Drop in a raw photo or screenshot — taken on your phone, from a Zoom call, or pulled from your desktop.
  2. Pick the BTS template — Story format, feed post, or carousel-style "day in the life."
  3. Apply light brand styling — a small logo in the corner, brand color accent on a label, brand font for any text overlay. No heavy editing.
  4. Generate the caption — the AI writes a conversational, story-driven caption that fits the BTS tone.
  5. Schedule for organic timing — BTS works best when posted close to when the moment happened. Stories same-day, feed posts within 24 hours.

You ship BTS content that feels authentic but visually consistent with the rest of your brand.

Best Practices for Behind-the-Scenes Posts

  1. Keep the rawness. Heavy editing kills the BTS effect. A slightly off-angle phone shot with a small logo beats a perfectly composed studio photo.
  2. Show real moments, not staged ones. A "tired founder at 9 p.m. shipping a feature" post lands. A "candidly posed in a beautiful office" post doesn't.
  3. Tell a real story in the caption. What was happening? Why did it matter? Audiences read BTS captions more carefully than they read polished captions.
  4. Use Stories for daily BTS, feed for weekly highlights. The cadence varies by format.
  5. Show faces — yours and your team's. BTS without people is just process photos. People are the point.
  6. Don't over-brand. A small logo or a single brand color accent is enough. Heavy brand overlays defeat the BTS purpose.
  7. Mix BTS into the regular feed cadence. Roughly 20–30% of total posts being BTS is a healthy ratio for most brands.
  8. Respect privacy. Customer calls, internal Slack messages, sensitive whiteboards — get consent or blur identifying details.

Formats and Dimensions

  • Instagram Story: 1080 × 1920 px (9:16)
  • Instagram feed square: 1080 × 1080 px (1:1)
  • Instagram feed portrait: 1080 × 1350 px (4:5)
  • Instagram carousel BTS series: 1080 × 1350 px per slide
  • TikTok / Reels: 1080 × 1920 px vertical
  • LinkedIn BTS post: 1200 × 1200 px or 1200 × 1500 px
  • File formats: JPG, PNG, MP4

Common Mistakes to Avoid

  • Over-polished BTS. If it looks staged, it isn't BTS. Keep the rawness.
  • No story in the caption. BTS images without context feel pointless. Tell the story.
  • Faceless BTS. Process shots without people miss the point — humanity is the asset.
  • Sharing without consent. Team members, customers, and partners need permission to be featured.
  • Treating BTS as filler. BTS isn't lesser content. For many brands it's the highest-trust content they post.

Create Behind-the-Scenes Posts with AI — Try publy.ch Free for 3 Days

With publy.ch you turn raw phone shots into branded, on-feed-quality BTS posts in minutes. Light brand styling, AI captions, multi-platform export. Start your 3-day free trial at publy.ch.