They Don’t Know You, But You Love Them
Parasocial Interactions Role in Social Media Marketing
Sunday 30th March 2025
Let’s talk social media - specifically, that oddly familiar feeling you get when you scroll past your favourite instagram influencer, like Sopha Dopha (pictured above). You’ve never met, but if you bumped into them in real life, you’d probably blurt out, “oh my god, hi!” That right there, is parasocial interaction (PSI) doing it’s thing.
The term originally came from the world of TV and old-school celebrity culture. But in the age of Tiktok confessions and Instagram stories, PSI has taken on a whole new life. It’s a one-way relationship where you feel close to someone who doesn’t know you at all - and yet, it feels genuine. That kind of connection is marketing gold.
Why Marketers Should Actually Care
Social Media isn’t just about pretty posts or publishing products, it’s about building community. Brands that understand how to tap into parasocial dynamics can make their audiences feel seen, even when reaching thousands at once.
Here’s a real world example: Wendy’s Twitter Persona. Wendy’s aren’t just flipping burgers, they’re changing the game on how brands show up online. They’ve built a cult following on twitter with a sharp, sarcastic tone and a personality that feels more like your cheeky best friend than a corporate account. This playful approach taps perfectly into parasocial dynamics, where followers connect with the brand like it’s a real person.
One iconic moment came when a fan tweeted asking how many retweets he’d need to score free chicken nuggets for a year. Wendy’s fired back with “18 million”, and just like that, the tweet exploded. While he didn’t quite hit the number, Wendy’s gave him the nuggets, and the internet gave them the engagement.
This wasn’t a stunt, it felt genuine. That kind of connection can’t be created from a campaign brief, it comes from presenting in way that feels personal and real.
PSI in the Wild
If you want a perfect example of parasocial interaction (PSI) in action, just look at today’s YouTube stars: creators like Jordan Matter and MrBeast know exactly how to turn those one-sided fan relationships into a full blown brand powerhouses. At Spotter’s recent upfront-style event, they showed off how their super-loyal audiences feel like they personally know them, which makes them dream partners for brand collaborations.
And in L'Oréal Paris ‘Walk Your Worth’ campaign, starring Kendall Jenner and Alia Bhatt, they totally captured audience attention and racked up serious media impact value by engaging audiences through personal content.
When influencers and brands tap into that parasocial magic, they unlock deeper bonds, better engagement, and a new kind of loyalty.
How To Use PSI To Your Advantage
Tell your story, the real one. Behind the scenes, failures, and progress. Share your sense of humour. People want to know the humans behind the camera.
Talk like a person, jump into comments and ask questions. Act casual, like you would on your own personal account.
Use data thoughtfully - don’t just track behaviour, respond to it too. Audiences crave tailored content.
Realness over Reach
The magic of parasocial interaction? You don’t need a giant budget or millions of followers to make it work. What really matters is showing up consistently and authentically. Whether you’re just starting out or scaling up, being human builds trust. And when your content leads with personality, not perfection, people notice.
This especially hits home for newer brands. When you’re in the early stages, parasocial connection can help you grow real-deal loyalty before the sales roll in. Reply to comments, highlight your community, and share the behind-the-scenes chaos, not just the picture-perfect stuff.
What’s the takeaway?
We’re in the era of personalised marketing. In a world of AI copy and photoshopped posts, it’s the brands that feel like real people that stand out. Parasocial interaction isn’t just a trend, it’s a strategy rooted in emotion, consistency, and people’s need to connect.
So next time you’re planning content or getting ready to launch, ask yourself: Does this feel personal? Would I actually say this? Because that’s the kind of content resonates with your audience.
And in 2025? That’s the kind of marketing that actually works.
Business Insider. (2025, March). YouTubers pitched advertisers on the 'parasocial' at Spotter's upfront. Business Insider. https://www.businessinsider.com/youtubers-pitched-advertisers-on-the-parasocial-at-spotter-upfront-2025-3
Cohen, D. (2017, May 9). #NuggsForCarter: How one teen’s Twitter plea turned into a viral sensation for Wendy’s. Adweek. https://www.adweek.com/performance-marketing/nuggsforcarter/
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Horton, D., & Richard Wohl, R. (1956). Mass communication and para-social interaction: Observations on intimacy at a distance. psychiatry, 19(3), 215-229.
Goodheart, C. (2024). Authenticity in Fashion and Beauty: Influencer Marketing and the Development of Parasocial Relationships on Social Media. https://academicworks.cuny.edu/bb_etds/189
Vogue Business. (2024, December). Which beauty brands and influencers won on social media in 2024? Vogue Business. https://www.voguebusiness.com/story/beauty/which-beauty-brands-and-influencers-won-on-social-media-in-2024