Behind the Scenes at Your Clinic: Why This Content Gets Engagement
We've all found ourselves on a social media profile that is filled with only appointment reminders and terribly formatted infographics, no faces, no office shoots, and sometimes not even cute furry clients.
If that's your clinic, you're missing one of the most powerful ways to connect with pet owners: showing what happens behind the scenes.
Behind-the-scenes (BTS) content isn't just cute; it is actually very strategic. These types of posts humanize your team, build credibility, and invite your audience to feel like part of your clinic family.
In an industry where trust directly impacts client loyalty, giving people a peek into your daily operations is more than marketing; it's relationship building and community fostering.
Let's explore why BTS content performs so well, how to tailor it for different platforms, and ideas you can start using today.
Why Behind-the-Scenes Content Works
People want to know who's caring for their pets, not just your credentials, but your personality, your compassion, and your culture. When you show them your team laughing together, a tech gently comforting a nervous patient, or the process of getting a surgery suite ready, you're giving them something far more powerful than an ad: emotional connection.
Here's what happens when you post BTS content:
- It builds trust. Clients can see you treat every pet like family.
- It fosters familiarity. New clients feel more comfortable booking because they "know" you.
- It boosts engagement. Posts that feel real and human are more likely to get likes, comments, and shares.
Mallory, our Social Media Manager, sums it up perfectly: "The best-performing content is short, visual, and human-centered. Always add relevant local hashtags and clear captions, especially to any videos you share."
What Platforms Want (and How to Tailor Your BTS Content)
Different social media platforms reward different formats. Your behind-the-scenes content will shine even brighter when you optimize it for where it's posted.
Best Formats: Reels & carousels with shareable, informative, or relatable pet content.
BTS Example: A quick "Day in the Life of a Veterinarian Tech" Reel with upbeat music and on-screen text.
Best Formats: Photos, client stories, and personal-toned updates.
BTS Example: A photo series of a puppy's first visit, with a warm caption about the experience.
Best Formats: Culture and team highlights, plus thought leadership.
BTS Example: A post about your team's continuing education day, showing your commitment to professional growth.
TikTok & YouTube Shorts
Best Formats: Trend-based, lighthearted, or shareable videos.
BTS Example: A "Pet Safety Myth-Busting" video or a fun trend featuring your staff and patients.
Proven Behind-the-Scenes Ideas
Luckily for you, we've worked with hundreds of veterinary practices, so we have compiled a list of the best BTS concepts that veterinary practices have used. Let's take a peek at what they are.
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Day-in-the-Life Videos
Show what a typical day looks like for a tech, receptionist, or veterinarian.
Use time-lapse clips for a fast-paced feel.
Add captions to explain what's occurring.
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Before-and-After Transformations
You already know these types of videos are addictive and the perfect opportunity to showcase some of your services like grooming, dental procedures, or recovery stories.
Keep the tone celebratory and hopeful.
Make sure you have client consent before posting.
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Pet Safety Myth-Busting
Share common misconceptions or cringy pet care advice and then set the record straight, establishing you as a trusted authority in pet care.
Example: "Do indoor cats need vaccines?" with a quick explanation from a veterinarian.
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Veterinarian Reacts to Viral Pet TikToks
Fun, educational, and perfect for short-form video platforms.
Offer quick expert insights while keeping the tone light.
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Puppy's First Visit
Capture the adorable moments and explain what happens during that visit.
Use a voiceover to guide viewers through the experience.
Tips to Maximize Engagement
BTS content is some of followers' favorite types of content to watch, and with a few minor tweaks, it can take your content from "nice" to "can't stop watching." A few tips to get there include,
- Keeping it short and snappy. Under 30 seconds for Reels or TikToks.
- Focusing on people and pets. Human-centered visuals perform best.
- Use local hashtags. Help your posts reach nearby pet parents.
- Write clear, friendly captions. Tell the story in a conversational tone.
- Post consistently. A single BTS post won't do much, but a regular series builds momentum.
How to Capture Great BTS Moments (Without Interrupting Care)
You don't need a production crew, just a little planning:
- Assign a "content champion" on each shift who can grab quick videos or photos.
- Use natural lighting where possible; it keeps things looking warm and authentic.
- Edit lightly; people value authenticity over perfection.
- Keep HIPAA in mind, even though you care for pets, make sure to never show client info or anything confidential.
GeniusTip: Don’t toss out a great photo/video if there might be something you don’t want to show in the background. Add a sticker or a blur to block what you don’t want shown.
Why It's Worth the Effort
Behind-the-scenes content can feel small in the moment, but the long-term impact is enormous:
- Higher engagement rates mean your content gets shown to more people.
- Increased trust turns followers into loyal clients.
- Stronger community bonds make your clinic feel approachable and familiar.
When pet parents see your genuine care, they're more likely to remember you when they need a veterinarian and recommend you to friends.
Your Next Step: Start Small
If BTS feels overwhelming, start with one idea, such as "Team Member Tuesday," where you share a photo and fun fact about a staff member each week. Once you've created a rhythm, then you can expand into Reels, behind-the-scenes tours, or day-in-the-life videos.
Remember, the goal isn't to be perfect, it's to be present.
Let Us Help You Bring It to Life
If you're ready to make behind-the-scenes content a regular part of your strategy but aren't sure how to start, we've got you. Our team at GeniusVets helps veterinary practices create content that clicks with clients, with platforms, and with your goals.
Book a free Marketing Health Exam and let us show you how BTS storytelling can transform your social presence into a trust-building powerhouse.
Book Your Complimentary Marketing Health Exam
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