The Traitors is in it’s final week (noooooo!!), and I’m hooked again!! Everyone’s buzzing about Season 3 – it’s had the usual twists and turns and some new surprises thrown in when you’re least expecting them. I suspect there’s more to come with the final episodes too!

I’m also OBSESSED with Claudia Winkleman. Those iconic red fingerless gloves, capes, oversized knitwear and the stylish tartan and tweed vibe – I just LOVE IT!! So much so I wore my burgundy tweed jacket and new black boots and felt very at one with ‘Claud’ last week, lol!!

If you’ve no idea what I’m talking about you’re missing out BIG TIME! Think murder mystery meets psychological warfare, all set in a stunning Scottish castle. The premise? A group of strangers work together to build a prize pot, but some are secretly chosen as Traitors. Their job? Deceive, scheme, and “murder” their way to victory. The rest (the Faithfuls) must suss out the traitors and banish them – because if even one Traitor remains at the end, they take all the cash.

It’s gripping stuff and what makes it so compelling is the human behaviour. Watching how people go from complete strangers to forming firm friendships and alliances after only being together for a matter of days/weeks. Then as quick as an accidental look at Claudia (Linda’s faux pas right at the start of the game was hilarious and her downfall), trust is lost and betrayal takes centre stage – it’s completely fascinating.

It taps into something deeply human; how we connect, how we doubt and how we persuade.

So, what does this have to do with marketing?

Everything! Marketing, at its core, is all about PEOPLE and BUILDING TRUST.

The psychology behind The Traitors is a masterclass in understanding human behaviour – something that great marketers do all the time.

When it comes to marketing, success isn’t just about having the flashiest campaign or the biggest budget. It’s about building real human connections. Consumers want to feel something; trust, empathy, a sense of belonging. And brands that tap into these emotions are the ones that stand out.

Here’s how you can bring that human touch into your marketing:

5 Ways to Make Your Marketing More Human

1. Put a Face to Your Brand

I can’t tell you how often I see business owners hiding behind their logos. If this is you, STOP that right now!

People connect with people. Think about how you decide who to follow, which content you want to consume and which businesses you decide to buy from. I’ll bet my burgundy tweed jacket that there’s a face to the brand!

So share your story, show your face and let your audience get to know the person (or team) behind the brand. It’s such a simple, powerful way to build trust.

2. Embrace Video

Video is a game-changer for small businesses in 2025. Love it or hate it, video works.

Why? It’s one of the most effective ways to connect with your audience and build trust quickly. Research shows that 88% of people say they’ve been convinced to buy a product or service by watching a brand’s video.

Platforms like Facebook, Instagram, TikTok, and LinkedIn are all prioritising video content, often ranking it higher than images in feeds. Oh and don’t forget YouTube too! By using video, you can showcase your personality, tell your story, share knowledge with ‘How to…’ tutorials and engage your audience in a way that feels personal and authentic. Whether it’s short-form clips, live streams, or behind-the-scenes footage, video offers endless opportunities to increase your brand awareness and make your business more relatable.

3. Tell Stories

Storytelling isn’t just a buzzword – it’s how we, as humans, make sense of the world. It helps us to relate emotionally with businesses and brands, and when we connect with our emotions we’re more likely to buy.

Help your audience to ‘feel’ something by share behind-the-scenes moments, customer stories, successes and even your business journey to connect on a deeper level with your audience.

4. Involve Your Customers

User-generated content, real-life testimonials and customer stories create a sense of community. When customers see themselves reflected in your brand, they’re more likely to feel connected.

Ask your customers to record a short video testimonial, or to share photos or videos wearing or using your products. This user-generated content is so much more powerful than you saying how fabulous your services or products are to your followers.

5. Engage and Interact

Don’t just broadcast – have conversations! Respond to comments, ask questions, and be genuinely interested in your audience.

Yorkshire Tea does this so well with their witty, playful tone. Their social media feels like a chat with a northern friend, which is why people love engaging with them.

Final Thoughts: It’s All About Connection

For me, The Traitors is more than just brilliant entertainment – it’s a case study in strategy, human psychology and emotional engagement.

Whether it’s the suspense of uncovering a Traitor or the joy of watching unexpected friendships form, the show highlights what makes us human, and that’s exactly what great marketing should do.

Consumers today want more than just a service or product, they want a connection. By showing the human side of your business – whether through your story, your team, or your customers – you can build trust, loyalty and create a brand that truly resonates.

So, as we head into the final few episodes – will Minah get to the final, will she be sussed, or will Charlotte throw her under the bus? OMG I literally cannot wait, AND don’t want it to end! But seriously let’s remember; great marketing, like great TV, is all about the people, making connections, building trust and long-lasting relationships.

Are you ready to add that human touch to your marketing? Let’s chat! Book a FREE 30-minute Discovery Call HERE.

Rachelle x

Founder of The Yorkshire Marketing Company
Award Winning Marketing Strategist | Accredited Marketing Mentor