Celebrating the Bag
How parasocial relationships drive brand engagement in creator marketing
With creator marketing, there’s the constant fear of consumer retaliation towards sponsored content. However, if approached correctly, this level of audience awareness can actually be a powerful tool for engagement and building trust between a brand and its audience.
Tap the right creators and you can access an audience that will show up in a big way for a brand even if the partnership itself doesn’t seem authentic on the surface. In fact, there’s a deeper authenticity that can be reached if you play your cards right.
Some creators have built such a deep-rooted familiarity with their fanbases to the point where their audience will support any branded content simply because the creator is getting paid to make it. In other words, with the right creator, it doesn’t matter to their audience whether or not a brand partnership makes sense so long as the creator benefits from it
These creators have developed a distinct parasocial relationship with their fanbase and for much of their audience, supporting their favorite creator in a business opportunity feels like laughing at a friend's joke out of solidarity rather than genuinely finding it funny.
This type of relationship is built on a foundation of camaraderie, authenticity, and vulnerability, and it's a testament to the power of online communities to bring people together. When fans invest in their favorite creator's business ventures, they're not just buying a product or service; they're contributing to a shared vision and a common goal. It's a way of saying, "I believe in you, and I want to see you succeed."
At its core, this phenomenon is about more than just clicks and comments; it's about human connection. Sounds cheesy but stay with me on this: In a world where it’s become increasingly difficult to forge meaningful relationships, parasocial relationships offer a way for people to feel connected with others who share their interests, values, and aspirations. And for those who have developed a close bond with their favorite creator, supporting their endeavors feels like the natural and right thing to do.
Check out this recent Samsung-sponsored TikTok from Charli XCX, for instance:
Now, let’s dissect:
She starts the video with: “I know you guys know that I get paid for this”, acknowledging that this is not the content her fans expect from her. But beyond that, it’s a fairly formulaic piece of branded content.
Where it gets interesting is when you peruse the comments…
One quick scan through and you’ll be immersed in a flow of celebration and courtesy enthusiasm. Along with the staple, “get that bag/coin/ bread” comments, you’ll find an influx of exaggerated testimonials of what her fans perceive to be Samsung’s desired response to the post, some written earnestly and the majority with the mindset of an inside joke.
Although not the conventionally understood successful organic response, this response is no less organic and successful.
While this is certainly not a universal approach for creator partnerships, leveraging this parasocial dynamic can be hugely effective for driving brand awareness as long as you’re partnering with the right creators.
Now, if you’re wondering, “How do I find creators who have this relationship with their followers?”, the short answer is, there’s no consolidated method of finding them. You need to be willing to scroll and search for them or connect with someone(like me 😏) who is an avid social media user with an eye for uniquely authentic creators.
That said, there are certain qualities to be looking for:
Candid: someone who is honest and frank about their personal opinions and shares them openly online. Someone like @GlamDemon2004 or Joe Santagato
Unpretentious: someone down-to-earth who does not try to earnestly present a false or distorted image of themselves online. Someone like Alex Consani or @HelloTefi
Quirky: someone who has a distinct personality or sense of humor that sets them apart from others. Someone like Devin Halbal or @alejwho
Niche: someone who creates resonant content around a hyper-specific hobby, interest, perspective, or lifestyle. Someone like @theOzVlog or @RockManEthan
In the world of creator marketing, genuine connections are the key to success, but these connections can take unexpected forms. So, don't be afraid of making obviously sponsored content because now you know that when handled correctly, audience awareness can be a powerful tool for achieving robust engagement.
As a final note, whether you’re a brand, a creator, or someone who’s only seeing this page because their cat walked over their keyboard, I encourage you to not only keep chasing your bag but remember to celebrate when it’s secured :)