Understanding “Feels” in Influencer Marketing

What Are Feels?

“Feels” is social media slang for the emotions or vibes a post, video, or story gives viewers. It’s shorthand for “feelings,” and it captures everything from nostalgia and joy to inspiration and empathy. When content has strong feels, it resonates on a deeper level and makes people stop scrolling.

Why Feels Matter for Brands and Creators

1. Authentic Connection

- Audiences crave realness. Content that sparks genuine emotions feels less like an ad and more like a personal story.

2. Higher Engagement

- Emotional posts get more likes, comments, shares, and saves. People tag friends when they’re reminded of shared experiences or inside jokes.

3. Brand Loyalty

- If your brand consistently delivers positive feels—comfort, excitement, hope—followers begin to trust you.

Examples of Feels in Influencer Campaigns

- A fitness influencer shares a candid clip about overcoming self-doubt before a big race. Viewers root for them, comment words of encouragement, and feel motivated to push their own limits.

- A beauty creator uses an emotional soundtrack while showing a skincare transformation on a client recovering from acne. The empathy and relief shine through.

- A DTC furniture brand partners with a lifestyle influencer who films a “morning routine” in a cozy living room. The warm lighting, calm music, and personal voiceover give viewers cozy weekend feels.

Common Misconceptions and Variations

- Misconception: Feels are just sad or tear-jerking moments. In reality, feels span the full emotional spectrum—joy, pride, humor, even playful nostalgia.

- Misconception: Feels can’t be measured. While emotions are subjective, you can track engagement rates, watch time, and qualitative comments to gauge impact.

- Variation: Some creators talk about “good feels” vs. “bad feels,” but even “bad feels” (content that triggers surprise, shock, or concern) can drive high engagement if handled sensitively.

Practical Tips for Harnessing Feels

1. Tell a Story, Don’t Just Sell

- Weave your brand message into a narrative. Show real people, real struggles, real wins.

2. Choose the Right Format

- Short Reels or TikToks with an emotional beat can outperform static posts. Use music, pacing, and captions to amplify the mood.

3. Use Authentic Voice and Tone

- Speak like a friend. Share your own experiences, vulnerabilities, or behind-the-scenes moments.

4. Tap into Universal Themes

- Family, friendship, self-improvement, and humor are emotional touchpoints that cross demographics.

5. Measure and Iterate

- Track which posts spark the most comments, shares, or DMs. Ask your audience what made them feel something and adapt your strategy.

Bringing Feels Into Your Next Campaign

“Feels” aren’t a gimmick—they’re the bridge between your brand and your audience’s heart. By crafting content that moves people, you’ll see deeper engagement, stronger community bonds, and a lasting impression that turns casual viewers into loyal advocates. Start small: pick one emotional angle for your next post, tell an authentic story, and watch the feels roll in.