Ever come across a viral tweet or TikTok about Walmart that wasn’t posted by Walmart itself? Maybe it’s an employee sharing news about an upcoming event, a new promo, or simply giving us a glimpse of what it’s like to work there.
As a regular Walmart shopper, always on the hunt for new items to flip in your online store, you got curious and watched the video to the end. It was fun to watch, but it left you wondering, “Are employees even allowed to post this kind of content?”
Guess what—not only are they allowed, but they’re encouraged to do it, at least those enrolled in Walmart’s Spotlight Program.
The Spotlight Program invites 500 Walmart employees to become brand ambassadors by sharing behind-the-scenes content on their personal social media accounts. This program aims to humanize the brand and build stronger connections with customers.
These ambassadors receive guidance on creating engaging content, covering everything from product promotions to company events and personal work experiences.
And yes, they’re paid for their participation. The program offers brand deals and contests with cash rewards, like a Funko partnership where the top 10 posts each earned $200, and a Hover-1 contest with a $1,000 grand prize.
But does this mean their posts aren’t genuine? Maybe, maybe not—but that’s another discussion.
The point is, Walmart’s approach is working. The Spotlight Program has boosted customer engagement, improved Walmart’s public image, and even helped with recruitment by making Walmart look like a great place to work.
And Walmart isn’t alone in this strategy. Other big brands have similar programs with the same goal: to drive engagement and improve brand perception through employee-driven content.
For example, Amazon’s Fulfillment Center (FC) Ambassador Program has warehouse employees sharing insights about their work. Samsung’s employee advocacy initiatives encourage team members to post updates on product launches and experiences.
Dunkin’ has taken a more targeted approach, tapping employees with large TikTok followings to serve as ambassadors. GameStop went for popular content types, running a TikTok dance challenge that got store associates involved in creating viral dance videos.
Now, you’re probably already using user-generated content (UGC) because you know it builds trust and authenticity—key ingredients for growing any brand—and that’s fantastic. In fact, UGC has been shown to boost engagement and conversion rates by at least 20%.
But UGC isn’t the only kind of content that’s grabbing attention and driving sales these days. Behind-the-scenes content is stepping up, too, offering a fresh, authentic way to connect with your audience. And as an online seller, this is definitely an opportunity you don’t want to miss.
Like UGC, behind-the-scenes content lets customers see the real story behind your brand. When people get a peek “behind the curtain”—seeing the process, the team, and even the small hiccups—they feel a sense of transparency and trust. It’s like inviting them into the heart of your business, showing them there’s nothing to hide, which strengthens their trust and loyalty.
Studies back this up: content shared by employees reaches 561% more people than official brand posts, and it’s eight times more engaging. People connect more with real, unfiltered stories—76% say they trust individual posts more than brand-made content.
By revealing your team and the care that goes into each product, you’re showing customers they’re supporting a business that values quality. This human touch builds your brand’s relatability and trustworthiness, and when they see how dedicated you are, it makes them more likely to buy. In fact, 77% of people prefer to buy from brands they trust.
Authentic, behind-the-scenes content is powerful because it’s real and unscripted, giving your brand a natural appeal. When things go wrong and you share how you handle them, it shows resilience and commitment, which customers respect.
Bringing them along on your journey—from idea to finished product—creates a sense of connection and loyalty that keeps them coming back.
The benefits go beyond customer engagement. Companies with this approach attract 58% more top talent and see a 21% increase in profitability due to engaged teams. So, behind-the-scenes content doesn’t just attract customers; it boosts team morale and productivity too.
What are some great examples of behind-the-scenes content you should consider sharing?
People want more than just your products. They want to see the dedication, personalities, and processes that make those products come to life.
But these details live in the parts of your business that aren’t typically public—the production process, team interactions, and day-to-day operations.
First, feature your product development journey in tweets, videos, or photos. Show your audience how a product idea evolves from a simple sketch to a finished piece, from sourcing materials to quality checks.
This journey is like inviting them backstage—they see the effort and precision involved, which builds intrigue and reassures them that your product is worth investing in.
The way you handle packaging and shipping can also be surprisingly engaging. Show the extra care put into each order, like special touches, unique branding, or eco-friendly materials.
Letting customers see this attention to detail is like wrapping trust into each package. They know their purchase is in good hands, which nurtures loyalty.
Another powerful idea is introducing your team. People connect with people, not just brands. Show the real faces, personalities, and talents of your team to give your audience a personal connection to your brand.
A “day in the life” of your daily operations works well, too. Whether it’s organizing inventory, setting up a photoshoot, or prepping for a busy day, sharing these moments lets people peek into the hustle behind the scenes, creating both respect and curiosity.
If you have any company traditions, team-building activities, or quirky rituals, these moments are worth sharing as well. They bring out your brand’s personality, showing that it’s built on values and character. Customers love brands that feel real and relatable, and these little glimpses make them feel like part of your story.
Take it a step further by bringing them along on individual customer orders. Showing snippets of orders being carefully packed and prepared demonstrates care for each customer.
And if you encounter any bumps along the way, sharing how you solve them can make your brand feel even more genuine. People love to see problem-solving in action—it’s proof that you go the extra mile.
For upcoming product launches, give a sneak peek to build excitement. Think of it as building anticipation, like letting people see the movie trailer before the premiere. A bit of mystery goes a long way.
You can also showcase the tools and resources that help you produce quality products. Highlighting this behind-the-scenes work shows your brand’s professionalism, and it reminds customers that you’re committed to excellence.
If your sourcing involves sustainable or local suppliers, share those stories. People love supporting brands with ethical practices, and knowing the journey of each product adds meaning to their purchase.
Another idea is to share a behind-the-scenes look at photoshoots or marketing prep. Show the lighting, props, and even the funny outtakes. Customers love seeing the polished product alongside the work behind it, making your brand feel approachable and real.
Quality control is another area worth highlighting. Showing the rigorous checks and tests each product goes through reassures customers of your high standards and reinforces that you stand by your work.
And if you’re hosting a pop-up shop or event, invite your audience to join you by sharing the setup and preparations. It makes them feel part of something special.
Finally, share customer stories. Whether it’s positive feedback, testimonials, or memorable interactions, these stories add authenticity to your brand. It’s one thing for you to talk about your strengths, but hearing it from satisfied customers takes it to another level.
These behind-the-scenes glimpses aren’t just content ideas—they’re ways to build a brand people feel personally connected to. When customers see the effort, passion, and care you put into your work, they don’t just buy—they believe in your brand. And that’s the beginning of true loyalty.
I hope you found some inspiration here and picked up a few new ideas. Here’s to creating content that builds genuine trust, strengthens connections, and helps your online business grow.