Advertising has changed. Not too long ago, brands relied on polished actors, staged sets, and scripted lines to sell their products. Everything was perfectly curated—from the way a burger was stacked to the spotless countertops in a detergent ad.
But today? Consumers see right through it. They don’t want a flawless sales pitch—they want realness. That’s why more brands are shifting toward real people in their ads. Instead of actors, they’re featuring actual customers, everyday users, and even employees to tell their stories.
Why? Because authenticity sells.
The Shift Toward Real People in Advertising
The rise of social media, influencer culture, and user-generated content has completely reshaped the way people interact with brands.
A polished ad with a professional model might look great, but does it feel relatable? Not always.
A real person—someone who genuinely loves a product and isn’t afraid to talk about it? That builds trust.
Here’s why brands are making this shift:
- People Trust People, Not Brands – Consumers are more likely to trust another person’s experience than a scripted advertisement.
- Authenticity Feels Fresh – Real people bring a raw, unscripted quality that resonates more than something overproduced.
- Social Media Changed the Game – Platforms like Instagram and TikTok have made everyday users the new advertisers.
- Storytelling Works – Real people have real stories, and stories connect more than traditional sales tactics.
This shift isn’t just a trend—it’s a necessary change for brands that want to keep up. And if you’re interested in other unexpected marketing approaches, check out Why Thinking Outside the Box Gets People Talking and Guerrilla Marketing 101: How to Capture Attention in Unexpected Places. These blogs explore how non-traditional marketing grabs attention and drives engagement.
Why Consumers Trust Real People Over Traditional Ads
Traditional advertising relies on selling a dream—the perfect family, the flawless home, the ideal vacation. But the problem?
People know it’s staged.
Today’s consumers value honesty. They don’t expect perfection. In fact, they’re more likely to trust brands that show imperfections, real opinions, and unfiltered experiences.
Here’s why authenticity works:
1. Social Proof is More Powerful Than Sales Copy
A brand can say, “Our product is the best,” a hundred times—but if a real person says it, it actually means something.
Social proof—the idea that people are influenced by the actions of others—is the driving force behind why customer testimonials, reviews, and real-life endorsements are so powerful.
✔️ 72% of consumers say positive reviews make them trust a brand more
✔️ 92% of people trust recommendations from others—even if they don’t know them personally
(Source: BrightLocal & Nielsen)
2. Real Faces Create Emotional Connections
Ever noticed how brands that feature real customers or employees feel more personal? That’s because people connect with other people—not faceless corporations.
Big brands like Airbnb, Dove, and Nike have leaned into real storytelling to make their products feel more relatable.
3. Transparency is Key in a Distrusting Market
Consumers are smarter than ever. They fact-check claims, read reviews, and watch how brands interact with real people. If an ad feels too polished, it comes across as fake.
Brands that use real stories, real people, and honest feedback gain more credibility.
Examples of Brands Using Real People (And Winning Big)
Many brands have embraced authentic marketing, and their success speaks for itself.
1. Dove’s “Real Beauty” Campaign
Dove was one of the first big brands to shift away from airbrushed models and instead, highlight real women of all shapes, sizes, and backgrounds.
✔️ The campaign boosted sales from $2.5 billion to over $4 billion
✔️ It created a massive conversation about beauty standards
✔️ Women felt seen, heard, and represented
2. Airbnb’s “Host Stories”
Instead of showing actors enjoying perfect vacations, Airbnb features real hosts and travelers sharing their personal experiences.
✔️ It makes listings feel more personal
✔️ It turns Airbnb into a community, not just a booking site
✔️ It builds trust with future travelers
3. Patagonia’s “Don’t Buy This Jacket” Ad
This one is genius. Instead of pushing sales, Patagonia ran an ad telling people not to buy their products unless they truly needed them. It featured real customers who valued sustainability and their commitment to the environment.
✔️ It made Patagonia feel more authentic
✔️ It strengthened customer loyalty
✔️ Ironically, it increased sales because people trusted the brand more
4. Glossier’s Customer-Driven Content
Glossier, a beauty brand, barely uses professional models. Instead, they feature real customers wearing their products—many of whom started as fans posting about the brand online.
✔️ It feels like a recommendation, not an ad
✔️ It gives customers a sense of belonging
✔️ It builds a loyal community around the brand
How Brands Can Use Real People in Their Marketing
If you’re a business owner or marketer, here’s how to apply this approach:
1. Feature Real Customer Testimonials
Ask actual customers to share their experiences—through videos, written reviews, or even casual social media posts.
2. Use Employees as Brand Ambassadors
Your team knows your brand better than anyone. Featuring employees in ads, behind-the-scenes content, or social media posts makes your brand feel more approachable.
3. Encourage User-Generated Content
Customers are already talking about your brand—highlight them! Repost customer photos, showcase real feedback, and celebrate those who love your product.
4. Focus on Storytelling, Not Selling
Forget the hard sell. Instead of pushing a product, share a real experience about how it made a difference in someone’s life.
Want to Build Authentic Connections? The it Crowd Can Help.
Crafting genuine, relatable marketing takes more than just swapping out actors for real people—it requires smart storytelling. That’s where The it Crowd comes in.
They help brands connect with audiences in a real way, using approaches that feel fresh, engaging, and relatable. If you’re ready to ditch the staged, predictable marketing and start making real connections, they can help.
The Takeaway: Real Always Wins
People don’t trust scripted marketing anymore. They don’t want picture-perfect ads—they want real experiences.
That’s why brands using real people are seeing better engagement, stronger trust, and bigger success. Whether it’s a customer sharing their journey, an employee giving a behind-the-scenes look, or a brand building a community around user content, authenticity is what actually resonates.
So, next time you’re creating a campaign, ask yourself:
💡 Would I believe this if I saw it?
💡 Does this feel real, or does it feel like an ad?
💡 Would I trust this message if it came from a stranger?
If the answer isn’t yes, it’s time to rethink the approach. Because in today’s world, real marketing isn’t an option—it’s a necessity.
