By: Sloane Heagerty
March 12, 2025
Have you noticed your favorite celebrities are starting to look and act just like you? It’s
almost as if they’re working overtime to relate to their followers. Celebrities aren’t just
casually adopting internet microtrends, they’re strategically leveraging them as a
marketing tool to enhance relatability and engagement. In an era where consumers are
bombarded with ads and forced brand messaging, standing out requires more than just
flashy visuals or catchy slogans. Today’s audiences crave authenticity and they want to
see themselves reflected in the brands they support.
Relatable marketing is a strategy that prioritizes genuine connection, shared values and
emotional bonds with consumers. CEO of Bloom Personal Branding, Treva Graves,
suggests that when relatable marketing is utilized correctly — I’m looking at any
influencer who makes one TikTok dance trend and thinks they’re ‘just like us’ — brands
and celebrities can enjoy increased loyalty, advocacy ,and engagement.
Why Keep it Relatable?
The 2024 Social Trends Report by HubSpot reveals that 63% of consumers find brand
content authentic or relatable. However, only 59% believe it aligns with their interests.
This gap highlights a vital opportunity for brands to create content that resonates on a
deeper level. We see this trend continue with user generated content. According to
Oppizi, as consumers increasingly trust unbiased peer recommendations over
traditional advertising, brands will lean more on user-generated content to foster trust
and engagement. Consumers want to see themselves reflected throughout campaigns
and advertisements and AI tools can help marketers identify the most compelling user-
created content. Relatable content consistently outperforms traditional ads, fostering
trust and forming meaningful connections between brands and their audiences.
How Can Brands Leverage Relatable Marketing Successfully?
Relatable marketing is most effective when brands deeply understand their identity and
audience. When a brand can genuinely reflect its audience’s experiences, values and
pop culture touchpoints, it creates impactful campaigns. Examples include:
● The ‘Is Pepsi Ok?’ Super Bowl Commercial: Pepsi embraced self-awareness to
poke fun at a common restaurant scenario. The result? A humorous, relatable ad
that strengthened brand recognition and audience connection.
Super Bowl Commercials. (2021, December 13). Pepsi More than OK – Super Bowl
2019 commercial [Video]. YouTube. https://www.youtube.com/watch?v=MtmTX7jg0mM
● Emma Chamberlain’s Brand Evolution: Emma’s authentic, unpolished content
made her relatable to young adults. Her transparency and rejection of influencer
perfectionism built a dedicated audience that followed her from YouTube to
collaborations with Vogue and Cartier.
When Does Relatable Marketing Become … Not so Relatable?
Despite its benefits, relatable marketing can backfire if done poorly. Common mistakes
include:
● Forcing relatability without a genuine connection
● Overusing or misusing internet trends
● Straying from core brand identity
Key Example:
The Kamala Harris “Brat” campaign exemplifies this misstep. During her 2024
presidential campaign, Kamala attempted to relate to younger audiences during the
release of Charlie XCX’s Brat album. Her campaign team intentionally scattered
references to the album and the emerging trend of ‘brat summer.’ Perceived as
inauthentic, it failed to resonate with its target audience and had little impact in
motivating young voters. When relatability overshadows a brand’s authentic voice, it
dilutes the message and damages brand perception.
Kamala HQ (@KamalaHQ) / x. (2024, July 21). X (Formerly Twitter).
https://x.com/kamalahq?lang=en
Is Relatable Marketing Right for Your Brand?
Authenticity isn’t for everyone. For instance, there’s no reason for Bella Hadid to claim
high school struggles over not receiving Louboutins until college. Relatable marketing is
not just a trend; it’s a strategic approach for brands aiming to build lasting relationships
with their audience. When executed with genuine understanding, it enhances brand
loyalty, drives engagement, and fosters advocacy.
What do Emerging Professionals Need to Know?:
Emerging PR Professionals must avoid the temptation to force relatability or chase
trends blindly. This means honing your craft and building a unique brand voice without
mindlessly chasing the next trending Canva format or TikTok trend. Instead, they should
stay true to their identity while acknowledging and celebrating the real experiences of
their audience. In an increasingly competitive landscape, those who master authenticity will continue to stand out.
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