Brands used to give consumers the silent treatment, keeping their distance and offering only their products. When we weren’t acting as shoppers, we didn’t interact with them. Now, with social media reshaping communication, the dynamic is changing.

Like close-knit relationships between influencers and audiences, brands are turning from “corporate entities” to “your BFF with the best recommendations.” While consumers don’t need to constantly sob into their screens, a touch of human emotion goes a long way in building loyalty and recall. Take it from the influencers. 

For brands, the challenge is striking the right balance: How do they foster genuine connection at scale, maintain credibility and still hit on the right energy?

Humanize your presence

The era of perfectly polished, aspirational influencers is fading. Instead, consumers are turning to everyday people for recommendations—relatable figures who test and vouch for brands in real time. The success of TikTok Shop’s Super Brand Day is a case in point. An empathic creator posting skin care favorites from her apartment can be more resonant than a celebrity with millions of followers.

For brands, this shift presents both an opportunity and a challenge. Social platforms reward authenticity and cultural relevance, but brands must strike the right tone. Take Duolingo, whose playful, meme-driven marketing keeps it deeply embedded in social media culture. Its recent nod to the potential TikTok ban—poking fun at users switching to RedNote—shows how cultural fluency and humor can build emotional engagement.

In a world where people crave connection, relatability wins. Think less scripted storytelling, more shared experiences. Netflix, for instance, uses “we” in its social posts, making it feel like it’s binge-watching right alongside us: “We think this ‘Love Is Blind’ contestant is giving major red flags. We can’t wait to watch the new season with a tub of Ben & Jerry’s.” This casual, inclusive approach makes the brand feel like part of the conversation, not an outsider looking in. 

Create a club people want to be part of  

Cultural theorists define taste as a social club of shared values and enthusiasm—you’re either in or you’re out. Consider beauty brand Rhode, whose human-first tone always feels like texting in the group chat with some of your friends about blush recommendations. It knows its customers and is dedicated to speaking like them.

It’s not about starting a cult—just a cult following. To attract them, consider candidness over perfect curation. Who has the energy to look at brand pages? Who can even find them in today’s fire hose of content? Influencer Addison Rae transformed her narrative and brand to become a universal “it” girl. Her IG “photo dumps” and selfies taken on a laptop Photobooth app feel both familiar and aspirational. Her following knows what to expect now, and she delivers.

Then there’s Liquid Death, which entered a crowded market with a consistently irreverent tone. Its flavor names—Green Guillotine, Mango Chainsaw—are deliberately unhinged, turning the brand into an ongoing inside joke. Joyful, poppy visual cues are all over the new candy brand Hormbles Chormbles. With its delightfully unserious name, you either get it or you don’t. And if you do, you’re in—which can feel pretty satisfying.

Brands that resonate most aren’t just selling products; they’re selling identity. The right tone makes customers feel like they are part of something bigger.

Stay grounded in your “why”

A human-like brand needs a heartbeat. That means staying tuned into cultural shifts while staying true to why you exist and what you stand for.

Get it right, and the rewards are immense: a devoted audience that feels more like a community than a customer base.

Skin care brand Dieux Skin has built a fiercely loyal following by advocating for better skin health and cutting through the BS of fake science. Its founder remains super active on TikTok, sharing her own skin care story, keeping the brand personal but still relevant.

However, emotional connection gets trickier as brands scale. The intimacy of a scrappy startup can feel diluted with mass reach—kind of like constantly texting a friend about grabbing lunch but never actually making plans.

Patagonia, however, proves that emotional connection can scale. Despite global growth, its commitment to sustainability remains central. The brand doesn’t just talk about climate action, it continuously backs it up. Its warm, purpose-driven presence is as reliable as its coats that feel like a hug. What’s more human than that?

Avoiding the ick

The more brands act like people, however, the more they’re held to the same standards as influencers. A single misstep can give consumers the ick, and backlash comes fast. No company wants to end up posting a Notes app apology.

​​Get it wrong, and you’ll cross the line between connection and cringe—a risk you just can’t take with discerning Gen Alpha ready to step in as consumers. The brands that succeed in this new emotional landscape aren’t just relatable; they’re real, intentional and unabashed in their identity.