How Relatable Content Is Becoming a Growth Tool

Have you scrolled through your feed and stopped mid-scroll because a post felt like it was speaking directly to you?

 That’s the magic of relatable content.

 Well guess what? This type of content is quickly becoming one of the most powerful tools for business growth.

In today’s overcrowded digital space, brands are learning a simple truth: people connect with people, not just logos. Relatable content — the kind that mirrors the audience’s own thoughts, experiences, and emotions.

It’s not just about fancy visuals or complex marketing language anymore. The brands winning today are the ones making people feel seen, understood, and part of a shared experience.

No wonder certain brands come with such strategies even with not-so-great branding or even without Ads and they make a name for themselves.

But why does “Relatable” Outshine “Perfect”?

Before now businesses were all about looking perfect for the gram and intending buyers or customers, however over time the audience craved for something deeper, and they knew it when it came.

Businesses began to show their “not so flawless” version. Relating their struggles to their customers. Making their customers know they understand their struggles and they are the best to handle it.

For instance, Rutiee fit snacks a healthy pastry brand whose owner struggled with gluten sensitivity but after several trials mixed with mass failure before finally cracking the code, now shares her recipes to those who are gluten intolerant. She shares picture of how the reactions were for her when she was struggling and her audience relate clearly.

Relatable content works because it mirrors human experiences. Here’s what’s happening behind the scenes:

1. Familiarity Breeds Trust – When people see their own thoughts or situations reflected in your content, they naturally feel a connection.
   
   
2. Relatable Struggles and wins – Humour, frustrations, and small wins are universally understood. They cut across age, location, and even culture.
   
   
   
3. Validation – Relatable content reassures people that they’re not alone in their experiences, making your brand a comforting presence in their digital space.
   
   
   
4. Emotional Resonance – We connect more deeply with content that reflects our own struggles, humour, or joy. The emotions your audience feels when engaging with your content often determine whether they’ll keep coming back.
   
   
   
5. Social Currency – People share content that reflects their identity or experiences. If your posts make someone think, “This is so me,” there’s a good chance they’ll tag friends or share it, expanding your reach organically. This is Goodnews.

Now here’s the thing, you don’t need dramatic stories to be relatable. Sometimes, the smallest details resonate most. Think about:

• A quick post about the Monday morning coffee rush.
  
  
  
• Sharing the “before and after” of a messy workspace.
  
  
  
• Talking about a lesson learned from a client meeting gone wrong.
  
  
  

When your audience see these moments, they don’t just consume your content — they feel it and relate to it.

Still wondering how to turn Moments into Growth Opportunities.

Relatable content isn’t about oversharing or forcing humour. It’s about finding the intersection between your brand values and your audience’s everyday life. Here’s how to do it:

• Listen First: Pay attention to what your audience talks about, laughs about, and complains about. The best relatable content starts with listening. Example 

A skincare brand notices customers joking on Twitter about forgetting to apply sunscreen. They create a fun reel titled, “POV: You remembered sunscreen… after stepping out the door.” This works because it mirrors an actual audience habit, they spotted online.

• Share Micro-Stories: Instead of long, drawn-out storytelling, use short scenarios or examples that your audience can instantly connect with.
  
  
  
• Highlight Everyday Wins: Small victories, funny mistakes, or relatable frustrations can make your brand feel more approachable. Example

 A fitness trainer posts: “One of my clients finally touched their toes today after weeks of trying. Progress isn’t always about lifting heavier weights — sometimes it’s about small victories.”
 This resonates with people chasing personal goals, even outside fitness. And also encourages people who feel overwhelmed about their weight goal to register.

• Use Familiar Language: Speak the way your audience speaks. Avoid stiff marketing talk and write like you’re having a friendly conversation. 

 A fashion house or clothing brand about to release a new collection: Instead of saying

“Our latest collection is crafted from premium fabrics, offering unmatched comfort and timeless elegance for the modern woman.”

Say this:

“THE NEW is here — Stylish enough to turn heads at brunch.”

CONTENTS AND PLATFORMS:

Different platforms allow for different styles of relatability. Here are our analytics we believe can work for you and your brand

• Instagram/TikTok: Short, humorous, or emotional videos showing real moments.
  
  
  
• LinkedIn: Professional challenges and lessons learned, shared in an authentic voice.
  
  
  
• Twitter/X : Quick, witty takes on trending topics that align with your audience’s interests.
  
  
  
• Blogs & Newsletters: In-depth personal insights mixed with valuable takeaways.
  
  
  

The magic happens when you adapt relatability to the tone and purpose of each platform. 

CONTENT PAYOFF TIME?

Relatable content doesn’t just create likes and comments. That’s the beauty of it. It builds communities. 

So it doesn’t matter even if the platform or your account has an issue, your audience would find it hard to connect with another. Audiences who feel seen and understood are more likely to trust your brand, engage regularly, and become repeat customers.

When people say, “This brand just gets me,” they’re not only sticking around, they're bringing others with them. Over time, this turns casual followers into loyal advocates.

If you want growth, start creating content that feels like it belongs in your audience’s everyday life.

The good news is that at Reason consults, we are here to carve a place in the heart of your customers amidst the digital noise.