My current theory is that content resonates when it helps people recognize something they already feel.
That might be why very polished communication can still feel distant. It looks finished, but there is no small human edge for the audience to hold on to.
Recognition seems to matter. A viewer sees a thought, behavior, fear, ambition, or contradiction and thinks, yes, I know that feeling.
That is when content stops feeling like a message being pushed at them and starts feeling closer to a shared observation.
I am still learning how to do this well, but I like the idea that some of the best ideas are not invented from nowhere. They are noticed first.