Your face is your advantage (and no, it has nothing to do with looks)

^{Making a living as a creator shouldn’t be some elusive thing. And what’s the best way to learn how creators are making it work? To go behind-the-scenes. These bi-weekly interview issues are like having coffee with your favorite creators.} 

^{If we haven’t met before, I’m Amanda Smith. I write about solopreneurship and the creator economy.} 

You know that moment when someone smiles at you, and you automatically smile back? 😊 It might feel like a conscious decision, but your brain actually did that automatically.

The human brain evolved for connection, which is why we have something called mirror neurons. 🪞They’re the reason you cringe during awkward scenes in movies, tear up watching strangers cry, and swear your fave influencer feels like your BFF (even though you’ve never actually met).

Mirror neurons explain a lot of quirky human behavior. Plus, you can hack them to fast-track a connection with your audience. While other creators are obsessing over “gaming the algorithm,” you can focus on something deeper: building real, human connections with your followers. 👥

It all comes down to mirroring.

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Mirror neurons are a group of brain cells that fire when you perform an action and when you watch someone else perform it. So, when I see someone laughing, a part of my brain acts like I’m laughing too. It’s the “monkey see, monkey do” part of our brain.🐒

The freaky thing about this is that it isn’t emotional; it’s actually a biological process. Even people who are blind have functional mirror neurons, suggesting that this isn’t just a visual process, but a necessary part of being human.🧠

If you can connect with your followers in a genuine way, they aren’t just watching you. They’re experiencing you in real time.

In practice, mirror neurons are all about connection. Here are a few ways to get your audience to mirror you.

Did you know that emotions look a little flatter on camera? Whether you mean to or not, you might be more subdued while filming. 🎥 Sure, everybody wants to come off as calm and trustworthy, but you need to express emotions that get your followers excited. When we consider mirror neurons, your excitement becomes their excitement.

The problem, though, is that what feels like a 10 in real life might look like a 6 on screen. So, remember to exaggerate your emotions and reactions just a bit more on camera.

I don’t mean you need to look theatrical or over the top. It could mean something as simple as smiling wider, using your hands, or letting your face crinkle while you laugh. The more obvious and contagious your joy is, the better your chances are of activating your followers’ emotions, too. 🎭

I admit it: faceless content can work. There are several ASMR creators I follow who never show their faces, yet they have tens of thousands of followers. Still, it’s harder to connect with your audience this way, especially when you want to trigger mirror neurons, which are often (but not always) visual.

Trust isn’t built on information. It’s built on felt experience. When your audience can see:

…it signals authenticity in a way polished content just can’t fake.

I know it can feel vulnerable and scary putting your face out there, especially if you’re a private person. But as a creator, this is the best way to get your followers to mirror your reactions and emotions.

Eye contact helps activate mirror neurons. Humans are wired to look for eye contact, after all. If someone isn’t looking at you, you think they have something to hide. And you definitely don’t want to come off as untrustworthy.

The issue here, though, is that you’re talking to a camera and not a person. In this case, when I say “eye contact,” I actually mean looking straight into the camera. 📸

Even through a screen, eye contact creates a “you’re talking to me” effect that activates attention and trust.

Avoid glancing at yourself, especially if you’re filming in selfie mode. Scanning your notes or looking off-camera too much will also hurt your chances of making a connection.

You don’t want to come off as an emotional one-trick pony. One-note delivery, even if you’re super excited and enthusiastic, is off-putting. You want to forge realistic relationships with your followers, and they need to see dynamic changes in your tone.

Instead of one-note delivery, structure your content like this:

Your face should reflect these different emotions. This gives your audience something to mirror, which keeps them engaged.

I love explainer videos as much as the next gal, but it’s hard to connect with purely informational content. If you’re teaching your followers something, you can’t just explain it. You also need to react to it, because followers’ mirror neurons need to see an emotional reaction to get fired up. 👏

Saying something like “Oh, this part surprised me” or “I didn’t expect this to work, but …” will make your content feel more human. It’s like we’re all on a journey with you to discover something, and that’s much more exciting than content that sounds like a textbook.💤

Overly scripted content or choreographed movements aren’t the answer here. We can all pick up on too-perfect content that’s just not relatable (and a little unsettling).

I’m not saying you have to include all of your outtakes and bloopers, but a few well-chosen moments of imperfection can actually endear you to your followers. Small pauses, a real laugh, or even a moment where you say, “Wait, let me rephrase that,” make it feel like they’re having an actual conversation with you.

You don’t need to overshare or turn every post into a therapy session to connect with followers. When you understand how the human brain works, you can make little changes that make your content both more human and engaging.

In practice, activating mirror neurons comes down to real emotion. Creators who consistently show up as humans—faces, energy, imperfections, and all—have more momentum. That adds up to a community that doesn’t just watch, but that actually feels invested in your brand.

Your move: Create an experimental piece of content following the six tips in this guide. That means:

As always, hit reply if something in here hits home.
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Speak soon,
Amanda

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