Up in My Feels: Definition & Marketing Guide for Brands and Creators
“Up in My Feels” is a slang expression meaning to be emotionally moved or caught up in your thoughts. Common on social media, it signals a mood shift or introspective moment that brands and creators can tap into for authentic engagement.
What Does 'Up in My Feels' Mean?
'Up in My Feels' is a casual way to say you’re experiencing strong emotions or deep thoughts. It often pops up in captions, tweets, and Stories when someone wants to share a vulnerable or nostalgic moment.
Origins and Context
- Slang roots: Emerged from hip-hop and R&B lyrics, then spread through memes and TikTok.
- Common use: Signals mood swings—happy tears, bittersweet memories, or sudden nostalgia.
Usage in Influencer Marketing
1. Emotional storytelling
A lifestyle influencer might caption a beach sunset photo: “Watching the waves got me up in my feels 🌊❤️.” This invites followers to share their own memories.
2. Product launches
A skincare brand teasing a new self-care kit could post: “Got our new glow set and I’m up in my feels 😌✨ #SelfCareSunday.” It adds warmth and relatability.
3. Seasonal campaigns
During holidays, a DTC gift company might say: “Holiday tunes have me up in my feels—time to wrap up something special! 🎄🎁” This ties emotion to their products.
Why It Matters for Brands and Creators
- Builds authentic connection: Genuine emotions resonate more than polished ads. When audiences sense honesty, they engage and share.
- Drives engagement: Emotional captions often see higher likes, comments, and saves because followers empathize or relate.
- Enhances brand voice: Using current slang keeps your messaging fresh and culturally relevant.
Common Misconceptions and Variations
- It’s not just sadness: Being “up in your feels” covers all strong emotions—joy, nostalgia, love or even excitement.
- Variations: You’ll also see “in my feels,” “feelsy,” or simply “#feels.” They carry the same vibe.
- Overuse risk: If every post is “up in my feels,” it can feel forced. Balance emotional posts with informational or fun content.
Practical Tips for Applying the Concept
1. Align with real moments
Use the phrase when you have a genuine story or testimonial. Authenticity shines through.
2. Pair with visuals
A candid photo, a throwback video, or a behind-the-scenes clip boosts the emotional impact.
3. Encourage user stories
Ask followers to share times they were “up in their feels” using a branded hashtag. This generates UGC and community vibes.
4. Monitor engagement
Track which emotional posts spark comments or shares. Use that data to refine your voice.
5. Stay genuine
Only use slang that fits your brand personality. Forced lingo can backfire.
By weaving “Up in My Feels” into your content thoughtfully, you create moments of real connection that spark conversations, drive loyalty, and showcase your brand’s human side.
