In a world obsessed with perfection, where every brand seems to aim for flawless image and reputation, there’s a secret that can capture attention and build genuine connections: The Pratfall Effect. While we’ve been conditioned to believe that perfection is the ultimate goal, something is refreshing about a brand—or even a person—that shows a little vulnerability. It feels real. Honest. Relatable.

Understanding the Pratfall Effect

Psychologist Elliot Aronson coined the term “Pratfall Effect” in 1966. Aronson found that individuals who appear competent but commit small errors are often seen as more relatable and trustworthy. Their imperfections humanize them.

Consider this example: You’re watching a person on Instagram, and everything about their video is too perfect—the lighting, the makeup, the background. It almost feels staged, distant, and too polished to be real. Now imagine a different video. The lighting is a bit off, and the sound isn’t studio quality, but the message is sincere. You know which one you would trust more... In marketing, brands can create this same sense of connection by letting their guard down and revealing their humanity.

The Power of Imperfection in Marketing

When brands chase perfection, they risk coming across as unapproachable. A perfect ad with immaculate production values might wow us, but it rarely makes us feel anything beyond admiration. And admiration alone doesn’t build loyalty. This is where the Pratfall Effect can turn the tables. Brands that embrace minor imperfections feel more genuine, and more human.

Take Mark Zuckerberg, for instance. In recent years, he’s shifted his public persona, often opting for a more natural and relatable style when making announcements. Instead of the formal suit and polished speeches, he now records casual video updates on his laptop or phone, discussing META’s latest developments in a relaxed setting. The effect? He comes across as more accessible and down-to-earth, like someone you’d have a conversation with, not a corporate figure delivering rehearsed lines.

A great example in advertising using the Pratfall Effect is Guinness. It takes 199.5 seconds to pour a pint of their Irish stout—far longer than the average 10 seconds for a typical beer pour. Instead of hiding or apologizing, Guinness leaned into the Pratfall Effect. The came up with the now-famous slogan, “Good things come to those who wait.” They turned what could have been a frustrating flaw into a badge of honor, making the wait part of the experience. Guinness drinkers happily stand around for those 199.5 seconds, knowing that the reward—a perfectly poured pint—will be worth the patience

A more recent example is how Tesla turned a major blunder into a viral sensation. During the unveiling of the Cybertruck, Elon Musk asked his lead designer to throw a steel ball at the truck’s unbreakable windows. The glass shatters twice in front of a live audience. Instead of issuing apologies, Tesla leaned into the mistake by turning it into a meme, even selling a $45 t-shirt featuring the broken glass. The result? Over 250,000 pre-orders for the Cybertruck within a week. Proving that embracing imperfections can fuel even more excitement.

At our core, humans trust vulnerability. When brands show they’re not perfect, they’re sending a message that they’re honest—and honesty builds trust. Consumers today are savvy, and they can spot inauthenticity a mile away. Brands that admit their flaws, rather than hiding behind a façade, are far more likely to win over their audiences.

When the Pratfall Effect Backfires

Not all mistakes are created equal. While minor blunders can humanize a brand, major failures can have the opposite effect. Especially those affecting safety or quality. For instance, a typo in a social media post might be endearing, but a significant bug in a software update can lead to serious dissatisfaction. The key is to ensure that any imperfections a brand reveals are minor and non-critical. This reinforces the idea that the brand is human, not incompetent.

Conclusion: Perfection Isn’t Real, But Connection Is

The Pratfall Effect teaches us that it’s okay to be imperfect. In fact, it can be a powerful tool in building trust, likeability, and loyalty. In today’s hyper-transparent world, consumers crave authenticity more than ever. By showing a little vulnerability, brands can develop deeper connections and stand out in a marketplace filled with flawless facades.

So, rather than chasing perfection, it’s time for brands to embrace their humanity. The small blunders, the unscripted moments, the honest admissions of error—these are the things that make a brand feel real. And in a world where perfection feels distant, being real is the most powerful tool a brand can have.