Are Instagram ‘Situationships’ in 2025 Just a PR Tactic? The Explosive Rise of Fake Relationship Marketing

Last Updated on April 4, 2025

Situationships aren’t just for your group chat anymore — they’ve officially made it to Hollywood, and it’s the new type of relationship for people with a lack of commitment, spoiler alert: some of these “romantic relationships” are faker than a BBL in a Pilates class.

We’re talking blurred-out photos, cryptic captions, and paparazzi pics that somehow look perfectly edited for a sponsored post. These days, situationships are less about feelings or romantic attachments, and more about follows, fame, and the front page of DeuxMoi.

And the celebs? Oh, they’re playing us like a well-tuned PR fiddle with their “official relationships”.

Kylie & Timmy: Star-Crossed or Star-Powered?

@angielachismosa I love Kylie and Timothée together tbh #greenscreen #kylie #timotheechalamet #goldenglobes #relationship #chic ♬ original sound – angielachismosa

Let’s kick off with the most eyebrow-raising situationship of 2023: Kylie Jenner and Timothée Chalamet. When whispers of their “romance” first hit the timeline, it felt like fanfiction came to life. The beauty mogul and the indie darling? It didn’t add up, precisely, which is exactly why it got everyone talking.

Then came the staged public outings and casual arrangements of a “traditional relationship. Beyoncé concert? Check. US Open cuddles? Check. Awkward body language and zero chemistry? Check, check, and CHECK.

One viral tweet summed it up perfectly: “This isn’t a couple, this is a campaign rollout.” And honestly, it worked. Kylie’s brand launches got a boost with her relationship status. Timmy’s press for Wonka soared. Their situationship became a marketing masterclass with evidenced-based relationship courses.

When PR Replaces PDA

Here’s the tea: situationships are now the most effective way to manufacture buzz without the pressure of going fully public as an undefined relationship. No hard launches. No joint statements. Just curated chaos.

Shawn Mendes and Camila Cabello knew exactly what they were doing with their Coachella kiss in 2023. Was it romantic? Maybe. Was it timed suspiciously close to a new single drop? Absolutely.

They broke up again weeks later, but who cares? The situationship had done its job. Streams were up thanks to their unofficial relationship. TikTok videos were made. Mission accomplished.

Influencer Edition: From Love to Link in Bio

Situationships or casual, undefined, commitment-free relationships have taken over influencer culture, too — and let’s just say, the acting deserves an award.

One minute you’re watching a GRWM with subtle boyfriend energy in the background. The next? They’re doing a viral couple’s challenge on TikTok. A week later? Unfollowed. Deleted posts. Subtle shade.Mixed signals. Cue the “healing era” content.

And every time? Engagement is through the roof due to the relational experience. These situationships aren’t real, committed, long-lasting relationships — they’re temporary brand benefits arrangements, partnerships dressed in matching hoodies and shared playlists.

Love Island Situationships: Real Feelings or Ratings Grab?

Reality stars aren’t immune to this casual relationship type either. Love Island UK has basically become a factory for situationships. Take Molly-Mae Hague and Tommy Fury — while they’ve lasted longer than most, their relationship has been monetized from every angle. Sponsored posts, co-branded launches, matching outfits for Christmas ads. The line between romance and revenue? Gone.

@lydiarosehawken WHAT TOMMY FURY HAS LEARNT FROM MOLLY-MAE IN A CRISIS 👀 It’s been two weeks since Molly-Mae Hague and Tommy Fury announced their break-up – and I am CONVINCED that his team are now just following her every PR move 🤔 When Molly posts, Tommy posts. When Molly thanks her fans, Tommy thanks his… what do you guys think? Is this bogstandard damange control? #mollymae #mollymaehague #tommyfury #celebritynews #influencerdrama #celebritybreakups ♬ original sound – Lydia | Lifestyle Journalist

Other Islander couples barely last past the reunion show, but that doesn’t stop them from booking joint deals, podcast appearances, and a coordinated “we’ve decided to part ways” carousel post weeks later.

It’s not love. It’s logistics.

Why Situationships Work So Well

The strategy behind these situationships or ambiguous relationships is almost evil — because it works. Mystery equals clicks. Rumors equal reposts. The more confusing the dynamic, the more we obsess over the unofficial relationship.

“You don’t need a real relationship,” says PR expert Mia DeMarco. “You just need enough chemistry and timing to spark a narrative. People will do the rest.”

We’ve reached a point where situationships are more powerful than official couples in traditional relationships and active relationships. They’re easier to manage, more flexible, and let’s be real,, less risky for your image.

Zendaya & Tom: The Anti-Situationship?

@lettieevangeline19702 Zendaya and Tom Holland Couple Evolution 2016-2025 #zendayaandtomholland #zendaya #tomholland #spiderman #evolution #throughtheyears #foryou #viral #throughback #thenandnow #CelebrityCouple #ThenAndNow #LoveStory #HollywoodRomance #RelationshipGoals #CoupleEvolution #Throwback #IconicCouple #CelebrityLove #FamousCouples ♬ Cheri, Cheri Lady (Special Dance Version) – Modern Talking

Then there are the rare few who keep things real (or at least, seem to). Zendaya and Tom Holland? Minimal posts or their exclusive relationship. Maximum respect. They’re not playing the situationship game, and fans love them even more for it.

Same goes for Rihanna and A$AP Rocky, who manage to balance public appearances with private love and future plans. But even they know when to strategically drop a baby bump reveal to shut the internet down for 48 hours. It’s less about situationships — more about timed authenticity.

Gen Z Sees Through the BS… Kind Of

Here’s the twist: we know these situationships are fake. But we still watch. Still comment. Still ship.

It’s modern-day performance art — where the audience is in on the joke, and the joke is monetized.

And we can’t stop. Every blurry mirror pic, every strategic tag, every joint pap stroll has us invested. These situationships turn us into detectives. And celebrities? Into clickbait gods.

So… What’s the Verdict?

Are these situationships real? Maybe sometimes. But in most cases, they’re just flirty little PR stunts dressed up in moody filters and “are they or aren’t they?” captions.

And honestly? We love the mess. Even if the love is fake, the buzz is real.

So next time you see two influencers cuddled up on a balcony with a “he’s a 10 but…” voiceover, just know — you’re not witnessing romance. You’re witnessing revenue.

Because in 2025, situationships aren’t just relationships. They’re marketing tactics with a soft-focus lens.

And we? We are the willing audience. Popcorn in hand. Refreshing the feed.