Bean Soup Theory

“What if I don’t like beans?”

Imagine adding that comment to a post about – wait for it – bean soup.

In 2023, TikTok user @vibingranolamom posted a video with a bean soup recipe, and the comments section soon filled with questions asking for bean substitutions and bean-free variations.

With those tone-deaf comments, bean soup theory was born.

Bean soup theory has become a catch-all phrase for the idea that audiences today expect incredibly tailored content just for them – whether they’re the target audience or not.

The post has since garnered nearly a million views, now with a flood of satirical comments striking back at bean soup theory (“What if I don’t like food? Any subs??”).

Main Character Energy

Today’s digital experience is built around tailored content. Our searches, clicks and taps shape our online experience. Algorithms are constantly curating the content we see.

Audiences today are primed to consume content that matches their exact interests and influences at that exact moment.

For brands, there’s opportunity in getting that context right. The right post or ad with the right message at the right time can compel a user to act. 

But bean soup theory shows just how out of touch some expectations have become.

There are smart steps to combat these expectations. Brands can set clear audience parameters, segment lists, and be strategic about what content gets posted to which channels.

They can proactively address common questions and provide additional details and resources for more information.

They can use humor to head off the most egregious requests for tailored content.

Or, they can embrace the absurdity of bean soup theory and recognize that not every comment warrants action or accurately reflects the quality of the content.