Behind the Scenes: How to Share Your Crafting Process to Build Trust and Boost Sales
Published
02 Jun, 2025
4 min read
Customers today crave authenticity. When they visit your online shop, they’re not just browsing products—they’re looking for meaning, for connection. That’s your edge as a handmade business. Unlike mass-market sellers, your process is personal. Sharing it gives buyers a reason to trust you, and trust is what turns a curious browser into a loyal customer.
Think of your crafting process as the proof behind your pricing, the soul behind your brand. When people see the materials, the effort, and the thought you invest in each item, they start to understand the value. And when they understand the value, they’re more willing to buy, return, and recommend.
Behind-the-scenes content helps your audience see the person behind the products. It adds depth to your brand story. Instead of being just another seller online, you become the maker—someone with hands, tools, and a vision. This shift in perception fosters empathy and trust. It makes your business human.
You don’t need to show every detail of your process. In fact, holding back a little can maintain some magic. What matters most is sincerity. Whether it’s a quick glimpse of your messy workspace, a half-finished piece, or the inspiration behind a new design, let people feel like they’re being let in on something special.
Different parts of your process will lend themselves to different formats. Short videos or time-lapses are ideal for showing physical work—cutting, sewing, pouring, painting. They provide motion, which is naturally engaging, and they compress long hours into seconds, making your work feel dynamic and satisfying.
Photos can be equally powerful. A single well-framed image of your hands at work or your tools laid out on the table tells a story. These snapshots can be shared on Instagram, embedded in your product pages, or used in email marketing. Accompany them with captions that explain the scene or share your thoughts during that moment.
Long-form content, like blog posts or behind-the-scenes pages on your site, allows you to dig deeper. Here, you can explain your journey, describe the evolution of your techniques, or reveal the meaning behind a certain design. This adds richness and permanence to your story.
The way you speak about your work matters. Whether you're writing captions, blog posts, or speaking in videos, be real. You don’t need to sound like a marketer. You just need to sound like you. If you’re excited about a new design, let that energy shine through. If a certain technique took you forever to master, say that. Your audience is made up of people who want to root for you—they just need to know who you are.
This doesn’t mean oversharing. Keep things relevant to your work and your audience. But a little vulnerability or humor can go a long way in making your brand relatable.
One of the biggest advantages of showing your process is the way it reframes the conversation around price. Instead of trying to convince people that your handmade items are “worth it,” you’re giving them the context to see the value for themselves. When someone sees the ten hours it took to weave a wall hanging or the meticulous process behind your packaging, the price tag becomes part of a story—not just a number.
It also deepens appreciation. Customers become more than buyers—they become fans of the work, invested in what you do. That emotional buy-in is hard to beat. It’s what leads to repeat business, word-of-mouth referrals, and long-term growth.
As you continue to share your process, you’ll start to notice something powerful: people will respond. They’ll ask questions, leave comments, and share your content. They’ll cheer you on when you try something new. That engagement is more than algorithm gold—it’s a signal that your audience cares. And the more they care, the more likely they are to stick around.
This behind-the-scenes content can live across your platforms. Use it in your social feed, repurpose it in email newsletters, include it on your product pages. It helps to reinforce your brand identity consistently and reminds customers what sets your work apart.
There’s also a personal benefit. Documenting your process forces you to slow down and reflect. It reminds you why you started. It helps you see your own growth. On the days when business feels overwhelming, looking back at your creative journey can reignite your motivation. That renewed passion has a way of radiating outwards. When you’re excited, your audience feels it too.
Sharing your crafting process doesn’t mean exposing everything. It means inviting people in just enough to see the heart of your work. It’s not about creating content for content’s sake. It’s about telling the story only you can tell—the story of how your creativity becomes something real.
And in a marketplace full of mass-produced sameness, that kind of authenticity is rare. So open the door. Let people peek inside your process. They’re not just buying a product. They’re buying a piece of your journey. And when they trust the journey, they’ll want to be part of it too.
