A Guide to Designing Content That Feels Personal & Universal
Relatability is one of the most powerful tools in content creation. When people see themselves in your content, they feel understood, validated, and are more likely to engage, share, and comment.
This guide will help you create relatable content that makes people think, “That’s so me!”
What Makes Content Relatable?
Relatability happens when your content mirrors a universal human experience in a way that is instantly recognizable. It’s about capturing thoughts, emotions, and behaviors that people have but don’t always put into words.
Key Ingredients of Relatable Content:
✅ Shared Experiences → Things that happen to almost everyone.
✅ Inner Thoughts Made Visible → Things we all think but rarely say out loud.
✅ Social Norms & Habits → Everyday behaviors that we don’t question.
✅ Flaws & Imperfections → Struggles and awkward moments that make us human.
✅ Group Identity & Subcultures → Relatability within a niche or community.
1. Shared Experiences
What It Is:
Moments that feel almost universal—things that most people have gone through at some point.
Themes That Create This Feeling:
- The small everyday struggles we all deal with.
- The awkward social moments we all experience.
- The tiny victories that feel way bigger than they should.
Examples:
- “Me after sending an email: immediately rereads it 6 times even though I just wrote it.“
- “Trying to be productive but suddenly remembering that one embarrassing thing I did in 2012.”
- “Me pretending to listen but actually just thinking about what I’m going to say next.”
How to Use This:
- Observe your own life—what weird, small things do you catch yourself doing?
- Think about daily moments that everyone deals with but never talks about.
2. Inner Thoughts Made Visible
What It Is:
People often think things that they never say out loud—when you put those thoughts into content, it instantly feels relatable.
Themes That Create This Feeling:
- The overthinking spiral.
- The internal debates people have with themselves.
- The unexpected thoughts that pop into our heads at the worst times.
Examples:
- “Me at 3 AM: What if I accidentally called my teacher ‘Mom’ in second grade and just blocked it out?“
- “Me: I need to go to sleep early tonight. Also me at 1 AM: Googling ‘Why were oranges more orange in the 90s?’“
- “Me writing an email: Trying to decide between ‘Hope you’re doing well’ and ‘I hope this email finds you well’ for 20 minutes.“
How to Use This:
- Pay attention to your own thoughts—what’s something ridiculous you’ve overthought recently?
- Think about moments when your brain works against you (e.g., forgetting words mid-sentence, obsessing over a small mistake).
3. Social Norms & Habits
What It Is:
Things we all do but don’t really acknowledge until someone points them out.
Themes That Create This Feeling:
- The weird things people say or do out of habit.
- The way people act differently in specific situations.
- The tiny, unspoken rules of daily life.
Examples:
- “Why do we all pretend we know how to use fancy silverware at a restaurant?”
- “People in the bathroom stall waiting for the other person to leave so they can finally pee in peace.”
- “Acting like you don’t see someone you know just because they’re slightly too far away to say hi yet.”
How to Use This:
- Think about the unspoken ‘rules’ people follow (e.g., how people behave on public transportation, social media etiquette).
- Pay attention to patterns in everyday interactions—things people automatically do without realizing.
4. Flaws & Imperfections
What It Is:
People love seeing themselves in imperfect moments because it reminds them they’re not alone. Making fun of your own struggles makes content more relatable.
Themes That Create This Feeling:
- Messy vs. Idealized versions of ourselves.
- Overestimating our abilities.
- Getting called out by reality.
Examples:
- “Me: Buys a new notebook to get my life together. Also me: Forgets about it in 3 days.“
- “When you say ‘I’ll do it later’ and suddenly it’s been 6 months.”
- “Trying to be healthy but accidentally eating 6 cookies in one sitting.”
How to Use This:
- Think about your own habits that don’t match your expectations.
- Ask yourself: What’s something you struggle with that others might relate to?
5. Group Identity & Subcultures
What It Is:
People love content that makes them feel part of a group—it creates a sense of belonging.
Themes That Create This Feeling:
- Inside jokes within a community.
- Shared struggles within a specific group.
- Personality traits linked to a certain identity.
Examples:
- “If you don’t overanalyze every conversation you’ve ever had, are you even an overthinker?”
- “Introverts when someone cancels plans: Pretending to be sad but secretly celebrating.“
- “If you have 50 tabs open and are stressed but refuse to close any of them… you’re my people.”
How to Use This:
- Find a niche—what specific group do you relate to?
- Use labels (e.g., “Overthinkers,” “Night Owls,” “People Who Overpack for a Weekend Trip”).
- Play into stereotypes in a lighthearted way (e.g., “Signs You’re the Oldest Sibling”).
How to Apply This to Content Creation
- Pick a relatability theme → Shared experiences, internal thoughts, social norms, flaws, or group identity.
- Find an angle → What’s a moment, habit, or struggle that fits?
- Make it feel personal → Use first-person narration or POV style to pull people in.
This guide helps you design highly engaging, shareable content by focusing on what feels true for a wide audience. People love content that reflects their own thoughts and behaviors—when they see themselves in it, they engage, comment, and share.
