Parasocial relationships (PSRs) has been floating around our minds this year, and we wanted to give you the name for this psychological phenomenon, help you understand it, and give examples of how you can leverage it better to build your audience.
Good news! This isn't a major project you must add to your to-do list.
It's likely already built into your marketing strategy. It may even be happening naturally without your knowledge.
Artists at your organization are likely already working with you on content creation and posting about their craft and life on their personal accounts.
If your CEO or senior management is active on social media, they are likely building parasocial relationships, too.
What are Parasocial Relationships?
PSRs are one-sided emotional bonds that people develop with media figures—whether they’re actors, dancers, musicians, CEOs, podcast hosts, or even fictional characters.
These relationships, although not usually reciprocal, can lead to deeper engagement, loyalty, and even increased support for arts organizations.
In other words, someone feels like they know and have a friendship with someone they've likely never met in person or is only an acquaintance.
Bonus: CBS Sunday Morning recently covered it. You can watch it and see how people behave when they have parasocial relationships here.
Why PSRs Matter
People who feel connected to your performers and even your staff are more likely to attend performances, donate, and engage with your organization. When they feel like they “know” your people, they’re more invested in what you do.
By showcasing the real people behind the performances, you deepen those emotional ties and give audiences reasons to keep coming back. These relationships can lead to more ticket sales, donations, and a stronger sense of community around your organization. (Parasocial relationships with musicians. and How the COVID-19 pandemic shifted follower connections).
A Case Study from the Pandemic — BTS and Naill Horan.
Arts organizations can take a cue from musicians and celebrities who blur the lines between their personal and professional lives to build strong fan relationships. During the pandemic, for example, artists like BTS and Niall Horan strengthened parasocial bonds with their audiences through virtual concerts. BTS earned $71M from concerts and merch sales. Similarly, Niall Horan raised $2.5M through a charity live-streamed concert. (Parasocial relationships with musicians. and How the COVID-19 pandemic shifted follower connections).
Factors that Lead to Strong PSRs
According to a study by Kurtin and colleagues (2019), four factors significantly contribute to building strong PSRs.
Frequent Exposure and Relationship Strength: The more people are exposed to their favorite musicians (through social media, music consumption, etc.), the stronger the parasocial relationship becomes. This exposure is linked to increased loyalty, meaning people are more likely to prioritize listening to their favorite musicians and feel a connection. This can translate to higher engagement and potentially increased revenue because loyal fans may attend concerts, buy merchandise, or subscribe to music platforms.
But not too much exposure However, the more people are exposed to the musician, the less attractive they might find them over time. This suggests that overexposure might lead to a decrease in loyalty, though the study also notes that fans who feel a strong connection still find their relationship important.
Authenticity Matters Authenticity was a key factor in enhancing parasocial relationships. Fans who perceive their favorite musicians as "real" or "genuine" are more likely to form stronger emotional bonds. This is significant because musicians who are perceived as authentic can foster deeper loyalty and potentially influence purchasing behaviors.
Social Media Influence Social media plays a crucial role in fostering these relationships, providing fans with a sense of intimacy and "realness" with musicians. Musicians who engage authentically on platforms like Instagram and X (Twitter) can strengthen their parasocial relationships, leading to increased fan loyalty and possibly driving higher revenue through digital engagement, live streams, or music sales.
A Few Case Studies from Celebs
Dax Shepard (@daxshepard)
Dax Shepard, an actor and host of the Armchair Expert podcast, masters authenticity, making listeners feel like they're friends with him and co-host Monica. He openly shares his struggles with mental health and addiction while offering his "armchair expert" opinions on various topics. During Armchair Anonymous episodes, his genuine enjoyment of fans' stories about taboo subjects shows how deeply listeners have developed parasocial relationships with him.
Social Media Posts
Ted Segers (Non Alcoholic) Brew (this one's an ad) - you'll notice Dax and Ted are up front about their addiction "what else would you expect from 60+ years of combined alcoholism?"
Surfing for the First Time - is relatable by admitting that he thought he "didn't look cool."
Katy Perry (@katyperry)
How You Can Apply Parasocial Relationships to Your Arts Organization
To build stronger parasocial relationships at your arts organizations, you'll need two things.
Authenticity This word has been thrown around for almost two decades as one of the keys to success on social media, but rarely does anyone take the time to define this or give examples.
Authentic, genuine, bona fide means being actually and exactly what is claimed. It implies being fully trustworthy as according with fact. (Merriam-Webster.com)
To build parasocial relationships or fans, you must be personal and willing to let people see everything, even your flaws (McDonald’s calls this “flawsome.”)
Support from Leadership, Artists, and Staff
Although there's an excellent chance that they're already telling personal stories and giving intimate glimpses into their lives, you'll need to get full buy-in from leadership, artists, and even staff.
If you've ever managed or curated social media before, and we don't mean slapping a picture or video on your personal page, you know that creating basic content is time-consuming and sometimes frustrating.
If artists and staff are posting their own personal narratives for everyone to see, which in turn helps increase ticket sales and the organization, pay a stipend for their time or at least give a financial stake in your success.
Examples of Social Media Content that Increase PSRs
We could give you general content ideas, but you already know about behind-the-scenes peeks, getting ready for the show, and artist takeovers.
Instead, we pulled some organizations and artists that nail parasocial relationships on socials.
Arts Organizations
Miami City Ballet (@miamicityballet; one of our clients*)
Summer of Love - everyone loves a glimpse into happy moments like weddings and engagements, making people feel more emotionally connected to the dancers.
First Week Feels - behind-the-scenes looks of the first week back in the studio give people an intimate look into performers’ lives, creating a sense of inclusion. Also, anyone can relate to the excitement and nerves of a first week back at work or school.
Nutcracker Adventures in South Florida - Remember, someone can develop a PSR with a fictional character. MCB posts the Nutcracker in iconic locations adds a fun, relatable twist to a fictional character, making the brand feel more accessible and familiar to the audience.
Oregon Shakespeare Festival (@osfashland)
St. Louis Symphony (@stlsymphony; one of our clients*)
Artists
Isabella Boylston - Ballet Dancer (she really nails it; @isabellaboylston, @abtofficial)
Dancing on a Roof with Misty Copeland - capturing an extraordinary moment in a personal setting with Misty Copeland (who's also built strong PSRs) makes them both feel iconic and approachable. Summer Photo Dump - casual, candid photo collections give followers a glimpse into an artist’s personal life, making them feel more connected. Admitting Pain - sharing struggles with pointe work makes the dancer more relatable, showing vulnerability and authenticity that resonates with followers. Isabella also comes off as sincere when she admits she's taken a break from wearing pointe shoes for a few weeks.
Ask Me about Pointe Shoe Prep - personalized advice lets fans feel special and involved, deepening the connection through expert insights and interaction.
Ray Chen - Violinist (@raychenviolin)
Kaisha Huguley - Actress (@kaishacreates)
*A quick note - some of these organizations are our clients, but we've worked with them on other projects like enhancing their Tessitura environment, subscription campaigns, email/list segmentation strategy, and more, not their social media content plan.
Maximizing PSRs Online and IRL (In-Person)
Online:
Story-Driven Newsletters: Instead of generic newsletters, reuse this type of social media content to make the newsletter more personal and relatable.
Virtual Performances: Host live-streamed rehearsals or small concerts where audiences can interact directly with the performers.
In-Person:
Create Memorable Moments: Use backstage tours or artist meet-and-greets to create opportunities for audiences to connect personally with performers.
When I worked for the Auditorium Theatre, the Alvin Ailey American Dance Theater dancers were masters at this.
After a student broke into tears about studying dance during a pre-show Q&A session, one of the dancers gave her a hug and email address and said to email her any time. (Note: this is next level, and artists need to make this choice on their own. In other words, be respectful, and don't expect this much generosity.)
Dancers always take the time to take pictures with audience members and frequently come out into the audience during post-show Q&As to talk and sign programs.
Measuring the Impact of PSRs
To gauge the effectiveness of PSR-driven strategies, track:
Social Media Engagement: Monitor likes, shares, and comments on personalized content.
Email Campaign Performance: Track open rates and click-through rates on PSR-driven emails.
Ticket Sales and Donations: Correlate these with PSR-focused content to assess the impact on revenue.
Parasocial relationships are already developing in your organization. By intentionally fostering these emotional connections through authentic stories, behind-the-scenes content, and personalized engagement, you can deepen audience loyalty, increase engagement, and grow your audience.
Hey! Want to talk about better leveraging PSRs at your organization? Take advantage of Marketing Office Hours. We'll brainstorm with you and provide ways to streamline content. The advice and ideas we offer are valued at $100, but are always on us. Book a time and learn more here.
Sources:
Kurtin, K. S., O’Brien, N., Roy, D., & Dam, L. (2019). Parasocial relationships with musicians. The Journal of Social Media in Society, 8(2), 30-50. Bougatef, S. (2021). How the COVID-19 pandemic shifted follower connections through virtual events and engagement: A study of parasocial relationships between music artists and followers. Master’s thesis, Syracuse University.
Comments