Systemic Relatability Effect
š§ The Art of Making Audiences Project Themselves and the difference between āthatās meā and āthat could be meā
Welcome to a space where every edition delivers insights, strategies, and inspiration to fuel your advertising brilliance. š¤Æ
š§ Systemic Relatability: The Art of Making Audiences Project Themselves and the difference between āthatās meā and āthat could be meā
Most brands chase relatability by describing their customer in detail. But the more precisely they define someone, the less room they leave for the audience to step in. When you describe too much, you stop people from seeing themselves.
Real relatability isnāt āthatās like meā , itās āthat could be me.ā That subtle shift creates projection, and projection drives behavior.
Why Most Relatable Ads Still Miss
When brands over-index on persona traits, they build ads that reflect identity , but donāt invite transformation.
The result is creative that affirms the viewerās reality, without offering them a doorway to a better one.
Thatās recognition. Itās comfortable. But it doesnāt move people.
What Systemic Relatability Actually Looks Like
Itās creative that holds enough structure to feel grounded, but enough space for the viewer to insert themselves.
Three principles make that possible:
- Specific world, undefined self Use vivid environments , late-night scrolls, open tabs, full sinks , but let the viewer define who they are inside it.
- Leave intentional gaps Donāt close the loop. A little tension, a little incompletion. It pulls people in.
- Design for tension, not traits Forget age and lifestyle targeting. Focus on the internal conflict theyāre already wrestling with.
Real Example: One skincare brand swapped āYouāre a busy woman managing skin healthā for āYou ever feel like your skinās ignoring you?ā
Same visuals, same CTA. Saves jumped 28 percent and CTR rose 19 percent. The difference? The new line didnāt label the viewer, it pulled them into a feeling they already knew.
Framework: Mirror, Mask, Gradient

Use all three to guide belief across campaigns.
Relatability depends on balance. Too vague, it fades. Too exact, it excludes.
Neurons helps test if your creative leaves the right space for projection. It analyzes visual hierarchy, clarity, and flow behavior to show whether youāre opening a doorway or closing it, Book a free Demo here and watch your creatives win!
The best creative doesnāt label the viewer. It gives them a place to arrive. Not a mirror. A doorway.
Together with Modash
5 Tips for Scaling Influencer Marketing - Straight From the Experts
Scaling an influencer program isnāt just more creators = more reach.
Itās more emails, more pressure, more tabs, and more platforms promising to āhandle it allā (until they donāt pay the creators and make your brand look bad - you know who weāre talking about š¬).
Hereās the smarter way: stay in the driverās seat and upgrade your workflow. Modashās free guide breaks down 5 simple steps to scale - straight from influencer marketers whoāve done it right.
And when your campaigns are about to break your soul, Modash helps you keep it all together:
š Search +250M creators to find the perfect match
āļø Streamline outreach without losing the human touch
š Send products, share codes & more - in one tab
ā Track every step without spreadsheets-from-hell
Start your 14-day free trial now, no credit card needed!
š Reel of the Day

The story starts with everyday urban mishaps: lipstick fails, coffee spills, missed trains. These arenāt just physical accidents, they tap into a deeper shared female experience of being overstretched in public life. The voiceover is cheeky but empathetic, immediately forming an emotional bond with viewers.
Thereās a stark shift from bustling streets and spilled drinks to plush interiors and soft robes. This contrast activates the ādeserve theory,ā if the viewer feels her exhaustion, theyāll feel she deserves recovery too.
The mispronunciations (āLa mouse,ā āLa balmā) act as a charm tactic. Haileyās corrections inject her personality and humor, softening Diorās luxury image. It reframes the brand from elite to intimate, high-end but approachable.
Broader Insights:
Unlike sterile influencer skincare content, this reel tells a full narrative, conflict, climax, resolution. It blends short-form comedy, day-in-my-life realism, and luxurious visuals into one. Plus, the voiceover isnāt background fluff, it drives the whole emotional rhythm, making Dior feel both luxurious and lighthearted.
Thanks for reading this edition! Keep pushing boundaries, testing ideas, and staying inspired. See you in the next edition with more ways to ignite your marketing success. š„°