Expertise
The age of interest-based content
For decades, marketers segmented audiences by generation—Boomers, Gen X, Millennials, Gen Z—each with its own assumed preferences, platforms and cultural references. But TikTok, Instagram and other algorithm-driven platforms don’t follow those rules. They don’t see audiences in generational buckets. They see what grabs your attention.
That’s why a nostalgic recipe can hit the feed of a college sophomore and a retiree in the same afternoon. Algorithms surface what resonates. When brands embrace this, they open the door to wider reach, richer storytelling and a more inclusive brand culture. Because great content resonates no matter who’s watching. Aim to create content rooted in universal themes like humor, nostalgia and shared human experiences.
That’s exactly what we did with Oster. They needed a localized social strategy that could flex across five countries. It had to reflect each community’s unique flavor, while staying true to the brand’s personality. We worked side by side to make that happen. By tapping into lifestyle moments, food trends and real voices, we helped them meet younger home cooks where they are and re-engage the loyal fans who’ve loved the brand for decades. The result? We drove over 159,000 organic interactions. More than impressions. Real connection.
How trends travel across generations
Once a piece of content catches on, it rarely stays in one demographic lane. A Gen Z creator’s video can inspire Millennial parents to join in, while a Boomer’s concert footage can trend with teens hearing the song for the first time. Call it the “For You” effect: algorithm-powered word-of-mouth that moves at internet speed.
Examples are everywhere: Ocean Spray’s viral moment with Fleetwood Mac’s “Dreams” brought Boomers and Gen Z into the same conversation. The #CoastalGrandmother lifestyle trend, coined by a Millennial, captivated older audiences while feeling fresh to younger ones. Even Disney’s “Encanto” soundtrack crossed generational lines, with kids, parents and grandparents all singing along on TikTok.
Together with Oster, we built an influencer program designed to connect locally, feel personal and scale across markets. From the Dominican Republic to Ecuador, these partnerships sparked new conversations. Recipes, product demos and lifestyle tips traveled far beyond each creator’s core audience, connecting with first-time blender buyers and seasoned kitchen pros alike.
For marketers, these moments prove that when content taps into emotions or shared experiences, it transcends age and builds unexpected communities.
Strategies for cross-generational connection
If algorithms make it possible to reach multiple generations at once, how can brands maximize the opportunity?
- Start with all the feels: Joy, connection, surprise, achievement. Those moments cut through.
- Mix the familiar with the fresh: A throwback track. A modern look. A classic reference flipped just enough to get people leaning in.
- Make it easy to join in: Stitch it. Remix it. Let the audience take the baton and make it their own.
- Stay platform-fluid: One idea should stretch. TikTok today. Instagram tomorrow. Blog post next week.
When content taps into something real, it travels further. It hits hearts, feeds and group chats. That’s how brands grow beyond the brief and into lasting connection. Not just trend-deep. People-deep.
