Hey there,
I have absolutely no memory of where I heard this (thanks, menopause!), but someone recently swapped out the word authenticity for relatability — and honestly, I can’t stop thinking about it.
Authenticity has been influencer marketing’s favorite buzzword for years, but when you break it down, relatability is what drives real connection. Consumers don’t need influencers to share every single unfiltered detail of their lives to feel a sense of trust.
What actually resonates? Feeling like you get someone.
We all trust people we relate to, not necessarily because they’re keeping it raw and real 24/7, but because something about them — whether it’s their sense of humor, the way they talk about their kids, or even how they fangirl over the same TV shows — feels familiar. That familiarity builds connection, and connection drives influence.
Another word we hear all the time in influencer marketing is aspirational. Aspirational content is powerful. It moves people, and it can sell products. I mean, we all love a little inspo for the life we could be living, even if it’s a tad on the unrealistic side (home-crafted sunscreen from scratch ingredients, anyone?). But even though aspirational content is compelling, relatability is what makes someone’s influence stick.
If I relate to an influencer, I don’t need my life to look like theirs to trust their take on a great pair of running shoes or a must-read book. It’s not about wanting to replicate their lifestyle, it’s about trusting their perspective because I feel like I know them.
Relatability is what makes influence real. It’s the difference between admiring someone from afar and actually valuing their recommendations. Sure, authenticity and aspiration have their place in influencer marketing, but at the end of the day, we’re most influenced by the people who feel genuinely in tune with us.
Want to hear more about how we can find the most relatable, brand-aligned influencers for your next project? Reach out anytime, I’d love to share our latest strategies.
Danielle