Relatable realism is the way to go, but what does it actually mean?

There’s a huge shift in the world of influencer marketing right now, and it’s reshaping everything from brand strategy to how influencers and creators operate on social media. This isn’t just a fleeting trend, it’s a new mindset that every brand needs to grasp.

“Relatable realism” is a movement that’s fundamentally changing the way influencers now connect with audiences. The problem with the old playbook. For some time, the days of airbrushed perfection ruled social channels. Influencers flaunted aspirational lives filled with impossibly polished images.

However, today those fantasies have lost their magic and ability to connect. Today’s audiences demand more realistic content as the global cost of living crisis tightens its grip on how we live. They see through the glossy facade and aren’t impressed by unattainable ideals. In fact, that kind of social approach is driving waves of followers to disconnect and seek something more relatable. People aren’t looking for perfect anymore, they’re looking for real.

This is where relatable realism steps in. It’s about showcasing authenticity, tapping into how creators have real, raw, human experiences. It’s showing people the messy, imperfect, and unfiltered side of life. Followers are buying into lifestyles that reflect real values, real stories, and if we’re honest, real struggles of modern living.

Relatable realism bridges the gap with how brands can build trust, through a more authentic social connection. When a brand, or an influencer, shows vulnerability and authenticity, it creates a connection far deeper than any polished ad campaign ever could. In today’s crowded, competitive market, trust is the most valuable currency.

A new wave of authenticity

Here’s where influencers and creators come into play. In the past, many influencers built their followings with curated, picture-perfect lives but similar to brands, they’ve had to pivot. Audiences want transparency, and influencers have responded by sharing more raw, unfiltered content. Whether it’s a behind-the-scenes look at their daily struggles or discussing real-world challenges, influencers who embrace relatable realism are finding stronger engagement and deeper loyalty.

Influencers such as Emma Chamberlain are redefining what it means to connect on social media. By sharing her real, unfiltered experiences, everything from mental health struggles to the mundane aspects of daily life, she has fostered a loyal following that values her honesty over perfection.

Creators are no longer just curating content, they’re storytellers, tapping into their authentic selves to build genuine connections. The rise of platforms such as TikTok has accelerated this shift, as short-form, spontaneous content allows for more unfiltered moments that resonate with audiences. Consumers are looking to creators who reflect their lives and values, not just polished, unattainable ideals.

Creators such as Singaporean adventure travel blogger @wheresjanice and Thai creator @beauvictoria23 are driving the next wave of relatable content by ditching the overly produced, curated approach in favour of authentic, real-time engagement. These creators know that authenticity leads to higher engagement, trust, and long-term growth.

The business impact

This isn’t just a feel-good strategy. Relatable realism is delivering tangible business results. Here’s why: trust drives conversions, builds loyalty, and fuels long-term growth. When consumers trust a brand, an influencer, or a creator, they’re more likely to buy into what they’re selling, and stick with them for the long haul.

Dove’s “Real Beauty” campaign is a perfect example of this approach. By challenging narrow, unrealistic beauty standards, Dove not only shifted the conversation but built a community around authenticity and self-acceptance. While the brand built the foundations for this campaign two decades ago, it continues to drive home its messages on real beauty and redefining beauty standards today working with creators such as author and body positivity activist @meganjaynecrabbe and transgender model and activist @iamjarijones.

What’s more, this shift to relatable realism fosters a sense of community. People are drawn to stories and experiences they can relate to, and when brands and influencers open up space for genuine, two-way conversations, they turn transactions into relationships. That’s the difference between having customers and creating advocates.

Patagonia goes beyond just selling outdoor gear. Its commitment to transparency around environmental impact resonates deeply with eco-conscious consumers, creating a brand built on shared values. This approach filters into how it works with influencers and creators, working with micro-influencers who are active in the outdoors and care about the environment such as @rmanns or @ktlambies. The brand opts for collaborations over paid engagements with those that align with the brand values, focusing more on growing brand ambassadors over transactional relationships.

The future is relatable

Relatable realism isn’t going anywhere. In fact, it’s the future of how brands and creators will connect with audiences. As consumer expectations for authenticity continue to rise, those who embrace relatable realism will stand out in a sea of outdated, overly polished marketing.

Four takeaways from the trend that I think are worth remembering:

1. Relatable realism is about showing life as it really is, raw, real, and sometimes messy.

2. Consumers are looking for brands, influencers, and creators who reflect their values, experiences, and humanity, not just polished products or picture-perfect lives.

3. Authenticity builds a deeper connection that translates into long-term trust, loyalty, and business results.

4. Both brands and influencers who embrace relatable realism are driving stronger engagement and building thriving communities.

It’s time to rethink how we approach influencer marketing. Relatable realism isn’t just about staying on-trend, it’s about recognising that in today’s world, authenticity is non-negotiable.

Brands, influencers, and creators alike must tap into this shift if they want to create lasting connections with their audiences. The real question is, which influencers and brands will appreciate this real shift in how you present yourself? Those that continue down a path of polished, unattainable and indulgent realities will likely be deserted.

This article was written by Anton Reyniers, head of strategy at We Are Social Singapore.