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A lesson in marketing for all brands from Lewis Capaldi

Unless you’ve been hiding under a rock then chances are you’ve heard the name Lewis Capaldi. The musician was first noticed in 2017 when he became the fastest ever unsigned artist to pass the 25 million plays mark on Spotify. Since that point he has recently reached number 1 in the UK and US singles charts and his success continues to grow.

The singer now has a whopping 3.6 million followers on Instagram. And counting.

But why are we talking about a musician on our marketing blog? Well, quite frankly, Lewis Capaldi is a prime example of marketing done right.

The singer has attracted an audience of millions in just a matter of months, using social media in a way that has attracted a large, engaged audience who have become brand loyalists and fans.

You only need to scroll through the star’s Instagram feed to see why.

In this article we’ll explain how your business can learn from the singer, taking these valuable lessons on board to create a kick ass marketing strategy that will transform your brand.

Humorous, relatable, authentic = REAL – a lesson in social media


It doesn’t take long to work out how the singer has racked up a whopping 3.6 million followers on Instagram and a cool 766K followers on Twitter.

The singer has an entertaining, unique appeal that certainly stands out from the crowd.

Unlike the majority of celebrity social media accounts promoting staged, unrelatable images of lavish lifestyles, Lewis Capaldi’s content doesn’t take itself too seriously.

It’s humble, sarcastic, humorous, relatable and authentic.

From cracking jokes, self-mockery, sarcasm in abundance and plenty of hilarious videos, it’s clear to see why the star has attracted a loyal following.

Although that’s all well and good for a pop star, brands and businesses can also learn a thing or two from Capaldi.

Connect with your audience – be RELATABLE


Capaldi’s social accounts are prime evidence that being relatable pays off.

Forget the unrealistic glitz and glamour you’d usually find from celebrity accounts.

Capaldi is funny, real and down to earth in a way that really resonates with his audience.

This is a key lesson that brands can learn when it comes to crafting a killer social media marketing strategy.

Being relatable builds trust between a brand and consumer. Without trust, you can wave goodbye to sales.

Think about it this way – if your audience can’t relate to your business, there’s no chance they will part with their hard-earned cash and buy your products or services.

After all, 56% of consumers are more likely to buy a product after seeing it displayed in a relatable light on social media.


To create relatable content you will need to:

  • Define your audience: you need to know exactly who your audience is and what they want before you can relate to them. Build up one or several buyer personas which will help you establish who your audience is before going on to create awesome content that will resonate with them.
  • Be open, honest and trustworthy: shout about your brand’s story. Be open about your values and ethos. This will give your audience a chance to connect with and relate to your business on a meaningful level. What’s more, studies repeatedly show that Generation Z and Millennials have strong opinions and care deeply about brand stories. If you want to connect with them, give them a reason to.
  • Be human: talk like a human and talk to your audience like they’re human. If you want to be relatable you’ve got to be personal, not a robot constantly spieling out a sales pitch.

Mix it up – shake up your content offering

Capaldi masters the art of posting a range of content. A healthy mix of video, images, carousels and graphics, his content spans a range of promotional, entertaining, personal.

The star doesn’t self-promote and sell constantly. He mixes his content offering up. Even when he is promoting an album or tour, he will often accompany it with a humorous caption or witty joke.

The key takeaway is to carefully curate the types of content you post across your social channels. Sales pitch after sales pitch is never going to resonate with any audience. It’s dull, unauthentic and encourages people to switch off.

We’d suggest following the 80/20 rule: posting promotional posts around 20% of the time and sharing other types of content that will resonate with your audience the remaining 80% – it could be anything from user-generated content or videos from you on running your business.

There are tons of different types of content you can post including:

  • Blogs: share your latest blog post. This type of content is great as it drives web traffic, builds awareness for your business, products and services, AND contributes to your SEO.
  • Videos: videos are key. 64% of consumers make a purchase after watching a branded video on social media.
  • User generated content: explore content you have been tagged in, mentioned in or messaged. This will likely be people using your products or services which you can go on to share this with your audience. This is not only a great way of effortlessly finding new content to share but 76% of people find content posted by other consumers to be more honest than branded content.
  • Infographics: infographics can be hugely powerful, informative and interesting for your audience. What’s more, they’re highly visual and capture attention.
  • High-quality images: images are super appealing and easy to process. What’s more, we process images a whopping 60,000 times quicker than text.
  • GIFs: everyone loves to be entertained and GIFs are an excellent way make your audience laugh.
  • Inspirational quotes: everyone loves a bit of #MondayMotivation. Sharing aspirational quotes makes your followers feel good and is a great way of connecting with their ideals.
  • Ask questions and run polls: people love to offer their feedback, opinions and views, so ask them for it. Facebook and Twitter both offer a poll feature whilst Instagram offers the feature exclusively in Instagram Stories.
  • Reviews: deliver content straight from your clients – by posting a catchy and honest review of your products and services.

Honesty pays off – be authentic


In 2019 authenticity has never played such an important role in your social media strategy.

As the internet becomes noisier and noisier, businesses have to work harder than ever to fight their way through the clutter. Key to that is forming real connections with people online.

Lewis Capaldi is authenticity at its finest. He’s open, honest and 100% himself, never pretending to be anything else. The result? He’s humble, charming and universally likeable.

He shares real moments of his real life whilst playfully poking fun at himself and celebrity culture. It’s funny, charming and relatable.

It’s no surprise he’s such a hit. In the world of fake news and photoshopped photos people just want a little truth and transparency.

This is something all brands can afford to learn a lesson in.

So how can you ensure that your brand is portrayed as honest and transparent?

  • Shout about your values and beliefs: 71% of millennials seek out products that align closely with their own beliefs. Being honest, open and transparent with your audience about who you are, where you come from and what you believe in will work wonders for your brand.
  • Show behind the scenes: this helps to humanize your brand. If you make products why not share how you do this with your audience? Likewise, if you deliver services you could show your audience the work that goes into delivering the service. Showing your human side and what goes into your business will pay off when forging a connection with your audience.
  • Listen to your audience: show your audience that you take their thoughts, feedback and viewpoints on board. Ask them questions, ask them for feedback on what you’re doing. Then, show them that you improve based on their suggestions. This not only shows that you care, it shows that your brand is honest and transparent. 91% of consumers globally rank communicating honestly about product and services as the top influence on whether they will do business with your brand, so yes, it’s important.

Have a sense of humour – entertain your audience


Ok, so cracking jokes left, right and centre might not be appropriate for every brand or business, but everyone is allowed a sense of humour and everyone likes to be entertained.

No one will connect with dull, dry content on repeat.

Lewis Capaldi uses humour to entertain his audience and get them coming back for more. His humour makes him stand out from similar content makers and leaves a lasting impression with his audience.

Capaldi’s entire marketing strategy plays on his sense of humour to grab attention and leave and make an impression. You just need to look at his billboard campaign on the London Underground to see what we mean:

Again, it’s mocking, funny, authentic and down to earth. It stands out and is certainly rememberable.

Yep, there are tons of benefits to injecting some humour into your social media strategy:

  • It grabs attention: humour stands out from other marketing messages and cuts through the clutter in saturated world of marketing.
  • People like to spread the word: if something’s funny, we like to share it with our own audiences. When we enjoy something, we want our own network to share that with us.
  • It’s linked to higher recall: meaning your message will leave a lasting impression and be easier for your audience to recall.

Next Steps – ready to create a marketing strategy with impact?


There are lots of lessons to be learnt from celebrities like Lewis Capaldi who has used his social media and marketing strategy to the huge advantage of his career. His sense of humour, personality, humble, relatable and authentic approach have all catapulted him to success in a way that brands and businesses can certainly learn from.

We hope you have enjoyed our insights into driving a successful digital marketing strategy for your brand. For further tips and advice don’t hesitate to get in touch. At Report Central we find clever ways of creating strategies with impact.

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