Believe it or not, no matter how many followers an influencer has, if they are not trying to be relatable in what they post, your brand is not getting any conversions.
These days, it’s easy to become an influencer but it is very difficult to be the true one. Social media is all brimmed with small and renowned creators of different niches. Let’s say you’re gearing up to launch a new wellness product and have a shortlist of potential influencers to collaborate with. While follower counts and engagement metrics might look impressive, it is important to not overlook the relatability factor.
In this blog, we’ll highlight what makes an influencer relatable and what doesn’t. By understanding these factors, you’ll be better equipped to choose an influencer who can communicate rightly and connect with your target audience.
Genuine Personality
An influencer’s authenticity is an essential crux of relatability. When influencers show their true personality—complete with their quirks, opinions, and everyday experiences— they create a relatable connection with their audience. Followers are drawn to influencers who are honest and transparent, as this authenticity builds trust. For example, an influencer who openly shares their personal challenges, rather than hiding them or creating a perfect image, is more likely to engage with their audience.
Real-Life Experiences
Sharing personal stories and real-life experiences helps influencers appear more relatable and human. When influencers discuss their struggles, victories, or everyday moments, they provide their audience a window into their lives, making it easier for followers to relate to them. For instance, an influencer who talks about their journey to wellness and the ups and downs they’ve faced can inspire and connect with followers who share similar paths.
Common Interests
Influencers who share interests with their audience naturally build a stronger connection. When the content an influencer produces goes well with the hobbies, passions, or lifestyle of their followers, it creates a sense of being considered. For instance, an influencer passionate about travel will likely connect well with an audience that values travel related content and wants to see it.
Engagement with Followers
Engagement is key to relatability. Influencers who actively interact with their followers—by responding to comments, participating in discussions, and acknowledging feedback— reveal that they value their audience’s input. This responsiveness not only attracts new fans but also makes followers feel seen and appreciated. For example, an influencer who regularly replies to comments and messages leads a more personal connection with their audience, improving their relatability.
Approachable Language
Using language that is simple, relatable, and free of jargon makes content more accessible to a broader audience. Influencers who communicate in a conversational tone and avoid overly technical terms are more likely to connect with followers on a personal level.
What Makes an Influencer Less Relatable
Overly Polished Image
An influencer who presents an excessively filtered or perfect image may come across as inauthentic. When content appears overly staged or edited, it can create a disconnect between the influencer and their audience. Followers may perceive the influencer as unrealistic or unattainable, which can undermine relatability. For example, a flawless Instagram feed with highly edited photos may feel less genuine compared to candid, unfiltered content.
Elitist Attitude
An influencer who conveys an elitist attitude can create a barrier between themselves and their audience. Followers may feel excluded if the influencer seems to be highly superior or exclusive. For instance, an influencer who frequently snaps about luxury items and lifestyles without acknowledging different economic realities may alienate followers who feel that they cannot relate to or achieve the same lifestyle.
Ignoring Followers
Influencers who don’t engage with their followers or ignore their comments and messages can seem distant or uninterested. Engagement is necessary for building a connection, and a lack of interaction can reduce relatability and impact. For example, an influencer who doesn’t respond to follower queries or feedback may appear disengaged and less approachable.
Changing Personas
It is confusing and at the same time feels non-relatable when an influencer frequently changes their content style or personality. Consistency in messaging helps carve a coherent brand identity, and sudden shifts can make an influencer appear inauthentic or unreliable. For instance, an influencer who drastically changes their content focus or tone may struggle to maintain a consistent connection with their audience.
If you want to partner with the right set of creators for your brand, do reach out to Marqeting. They brand match your audience with the creators who will help amplify your brand on social media.
