People Buy from People: How to Inject Humanity Into Your Marketing

Let’s face it — we’re all a little tired of faceless brands, generic ads, and robotic captions.

In 2025, the brands winning big aren’t the ones with the fanciest logos or biggest budgets.They’re the ones who know how to show up like humans — relatable, honest, and real. If you want people to remember, trust, and buy from your business, you’ve got to bring the human back into your marketing.

Let’s break down 5 ways to add humanity to your brand — with real-life examples you’ll love.

1. Show Who’s Behind the Brand

People trust faces more than logos.They want to know who they’re buying from.

Real-Life Example: Jenna Kutcher (@jennakutcher)Jenna’s Instagram and podcast aren't just about marketing tips — they're about her life, struggles, motherhood, body image, and joy. Her personal presence is what makes her brand unforgettable.

Try This:

• Post a selfie or behind-the-scenes reel

• Introduce your team or tell your founder story

• Talk about why you started, not just what you sell

2. Speak Like a Human (Not a Brochure)

Your captions shouldn’t sound like a press release.People engage with personality, not perfection.

Real-Life Example: GlossierGlossier talks like a friend recommending her favorite product, not a beauty exec pitching a sale. Their tone is casual, funny, and human. Their packaging even says, “Skin first. Makeup second. Smile always.”

Try This:

• Use contractions and emojis if it fits your brand

• Tell micro-stories, not just benefits

• Read your captions out loud — if it sounds stiff, rewrite it

3. Tell Relatable Stories (Not Just Stats)

Data tells. Stories sell.

Real-Life Example: Humans of New YorkIt’s not a “brand” in the traditional sense, but its impact is huge. Why? It tells raw, real stories of people. That’s what people crave — emotion, struggle, hope.

Try This:

• Share a customer success story

• Talk about a day you almost gave up (but didn’t)

• Use “I remember when…” as a caption starter

4. Show the Process, Not Just the Final Product

Behind-the-scenes builds connection.It invites people into your world.

Real-Life Example: BeardbrandThey post behind-the-scenes of product development, warehouse work, team meetings, and customer DMs. The founder often shows up in videos talking about his own beard care routine. It's raw and real.

Try This:

• Post the “messy middle” of your work day

• Record how you pack orders, brew coffee, prep for events

• Go live to share your workflow or brainstorm in public

5. Lead with Empathy, Not Ego

The brands that listen, connect.Marketing today is about serving, not just selling.

Real-Life Example: AdobeAdobe consistently puts creators first — featuring their stories, highlighting diverse creatives, and building tools based on user feedback. Their brand says, “We’re here to support your vision.”

Try This:

• Ask your audience questions (polls, comments, DMs)

• Share a cause you believe in

• Use phrases like “We get it,” “You’re not alone,” “Here’s how we can help”

Want Help Humanizing Your Brand?

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