Have you noticed that recently, a lot of popular videos on social media are based on relatability? People like influencers, content creators, celebrities, and company marketing have been using relatability to gain more and maximize popularity. Consumers have never seemed to notice, or just don’t care, that all the videos they see online are just showcasing the same things. Teenagers in particular don’t really realize that they are the target audience of influencers and are watching, liking, and commenting on their Reels, Shorts, TikToks, etc., and helping them make money. People often tend to mistake this relatability within the clips for genuineness, authenticity, and sincerity. When in reality, this attempted resonance is just a tool to achieve popularity.
People enjoy the feeling of being accepted or being understood. And, even if in a small way, (because even small actions can have big impacts) these videos make them feel that, to a degree. Even just the slightest inclination that someone “gets you” or relates to you- I’m sure most people agree- usually causes you to like someone more. Influencers nowadays are abusing relatability because they have understood this.
Freshman Leo Sanders said, “I feel like most videos on social media try to be relatable to the majority of their viewers, who are teens. But sometimes it can seem like the people that post these videos get desperate for views and likes, leading them to say anything that they think would be relatable to teenagers.” Sanders takes note of how the videos sometimes feel dry and hollow, and how some influencers post these low-effort videos so constantly, just “desperate” for the likes, comments, and views that come from them.
Although this applies to a lot of influencers, it doesn’t apply to all. Some do really just want to have a happy audience, and some do have goals of spreading positivity and making people feel wanted, loved, and understood.
Freshman Erin Gott said, “I feel like videos focused on relatability can be helpful for some people to let them know they are not alone in whatever way.” Gott acknowledges how some videos can really have a positive impact on the people that they are going to. This is true, and people can definitely benefit while watching these, but when more and more creators use and abuse the relatability in their shorts, the videos lose the emotionally validating effect on others and wind up dull. Ultimately, content creators should stop abusing relatability so that it doesn’t lose its resonance or its ability to impact people positively.