The Secret to Making Consumers Feel Your Product Through Social Content

There’s no shortage of CPG brands flooding our feeds with glossy packaging, punchy taglines, and that one carousel post that says, “We’re not like other snacks.”

The truth is: consumers scroll past most of it. Not because your product isn’t amazing. But because we don’t feel anything.

And in a world where attention is currency (definitely check out Day Trading Attention by Gary Vaynerchuk), emotional connection is your biggest differentiator.

So let’s talk about how to make people feel your product—through content that sticks, scrolls, and sparks something.

First, the obvious: No one can taste your product on Instagram

They can’t smell it. Or sip it. Or smear it on their skin. Which means your content has to be the sensory experience.

Think about it—how do you want someone to feel when they use your product?

💦 Refreshed?

🧸 Cozy?

⚡️ Energized?

🤝 Like they’ve got their sh*t together?

Start there. Now reverse-engineer a content strategy that evokes that feeling across every post, Reel, and story.

Shift from “Features” to “Feels”

Founders love to lead with what makes their product special: the clean label, the nootropics, the science, the awards.

That’s important—but it’s not what gets someone to stop scrolling.

People want to know:

“What’s this going to do for me?”

“How will I feel after I eat/drink/use this?”

Content that answers that question—clearly and consistently—builds emotional resonance.

Here’s a simple framework I use with clients:

🟡 Feature → 🔵 Benefit → 💚 Feeling

Example:

"Made with organic adaptogens" → "Helps you stay calm during a hectic day" → "Feel grounded, even when everything’s on fire."

What This Looks Like in Action

Let’s say you’re a new sparkling water brand. Instead of a flat lay with a can and lemons (yawn), paint a moment:

➡️ A 5-second video of someone cracking open a can between Zoom calls, closing their eyes, and feeling more relaxed.

➡️ A meme that says: “Me after one sip of this vs. me 10 mins into my team Slack thread.”

➡️ Or take a lesson from the recent Saratoga Water Ashton Hall phenomenon and consider a UGC approach and how your brand is part of a self-care routine.

You’re not selling a beverage. You’re selling a feeling of pause, escape, or self-care.

Emotional content doesn’t mean oversharing

A lot of founders worry that “emotional storytelling” means you need to pour your heart out or write long captions about your origin story every week. You don’t.

But you do need to show how your brand fits into people’s real lives—not just on their shelf, but in their day.

This can be as simple as:

💌 Using customer language (check your reviews or DMs!)

👀 Showing imperfect moments (aka not everything needs to be polished)

🪞 Creating content that mirrors how your audience already talks about themselves

Real connection = real conversions

At the end of the day, people buy from brands they feel connected to.

When you build content that feels like a vibe, not just a sales pitch you stop being noise in the feed and start becoming part of someone’s life. That’s where the magic happens.

If you’re tired of blending in with every other “not like other snacks” brand, let’s build a content strategy that actually connects—with feels, not just features.

contact me here to chat about how we can turn your scroll-stopping potential into a storytelling engine that sells. 💟