More Than Fans: How Brands Can Tap Into Parasocial Connections

If you’ve ever caught yourself saying “I feel like I know them” about a creator you follow and have never met, you probably experienced a parasocial relationship. 

Daily stories, vlogs, and livestreams mimic the rhythms of real friendship. And because creators share personal routines, struggles, and values, audiences begin treating them like close peers. Add in regular posting and the occasional like or reply, and suddenly the bond feels mutual, even if it’s truly one-sided.

For brands, this dynamic changes the rules of the game. When influencers recommend a product, it doesn’t feel like an ad. It feels like a friend’s advice. But this only works if the brand voice aligns with the creator’s. Overly polished or sales-heavy messaging can break the illusion of intimacy and damage trust. Instead, brands need to lean into authenticity: conversational tones, storytelling, and genuine engagement.

A perfect example of this dynamic played out with Love Island USA this summer. While the season had plenty of memorable contestants, one couple, Nic and Olandria — nicknamed “Nicolandria” by fans — captured a loyal following. After the show ended, fans flooded social media urging NYX to collaborate with Olandria. The brand listened, launching a limited-edition “Nicolandria lip combo.” It sold out within minutes, proving just how powerful parasocial bonds can be when matched with authentic brand partnerships.

And it's not just reality stars benefitting from this, digital creators show the same power. Let’s take Emma Chamberlain for instance, who rose to fame by posting unpolished, quirky vlogs that felt more like FaceTiming a friend than watching a celebrity. Her relatability and openness created one of the strongest parasocial bonds in the creator space. That trust has translated into massive brand wins. From launching her own coffee company to landing high-profile fashion deals. Most notably, Emma became Vogue’s media correspondent at the Met Gala, a role that perfectly showcased how a creator who built intimacy with millions online could evolve into a trusted cultural voice on one of fashion’s biggest stages.

The takeaway? In a world where influencers are treated like friends, brands must act less like corporations and more like people. Those that succeed borrow not just reach, but real trust — the most valuable currency online.

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Written by: Gabrielle Telemaque