Erika Marzano
@erikamarzano.bsky.social
...and a direct connection with the person telling the story.
If we want to reach young people where they are, we must think format-first, platform-native, and personality-led, without compromising editorial
If we want to reach young people where they are, we must think format-first, platform-native, and personality-led, without compromising editorial
November 27, 2025 at 1:18 PM
...and a direct connection with the person telling the story.
If we want to reach young people where they are, we must think format-first, platform-native, and personality-led, without compromising editorial
If we want to reach young people where they are, we must think format-first, platform-native, and personality-led, without compromising editorial
It was also a nice opportunity to reflect on the work I do every day with journalists and teams, the experiments, the challenges, and the small wins that come from understanding what audiences genuinely respond to.
November 25, 2025 at 10:44 AM
It was also a nice opportunity to reflect on the work I do every day with journalists and teams, the experiments, the challenges, and the small wins that come from understanding what audiences genuinely respond to.
We talked about things I’ve been thinking about a lot this year: how platforms are evolving, what “good” engagement actually looks like now, and why audience development is becoming less about chasing the algorithm and more about building formats, trust, and consistency.
November 25, 2025 at 10:44 AM
We talked about things I’ve been thinking about a lot this year: how platforms are evolving, what “good” engagement actually looks like now, and why audience development is becoming less about chasing the algorithm and more about building formats, trust, and consistency.
Target interests, not ages. Platforms evolve faster than generations.
September 19, 2025 at 9:19 AM
Target interests, not ages. Platforms evolve faster than generations.
On the other hand, the overall “maturization” of content has definitely opened the doors for older generations as well.
In our internal account reviews across different regions, we’re increasingly seeing +24-34 audiences consuming current affairs, politics, and news on TikTok.
In our internal account reviews across different regions, we’re increasingly seeing +24-34 audiences consuming current affairs, politics, and news on TikTok.
September 19, 2025 at 9:19 AM
On the other hand, the overall “maturization” of content has definitely opened the doors for older generations as well.
In our internal account reviews across different regions, we’re increasingly seeing +24-34 audiences consuming current affairs, politics, and news on TikTok.
In our internal account reviews across different regions, we’re increasingly seeing +24-34 audiences consuming current affairs, politics, and news on TikTok.
On one hand, the 14-to-16-year-olds who joined TikTok back in 2020 are now in their early 20s, but many people still assume that once users grow older, they automatically leave the platform and leave it only to the new 14-to-16-year-olds.
September 19, 2025 at 9:19 AM
On one hand, the 14-to-16-year-olds who joined TikTok back in 2020 are now in their early 20s, but many people still assume that once users grow older, they automatically leave the platform and leave it only to the new 14-to-16-year-olds.
If your goal is to reach very young users, make sure you’re also looking at platforms that actually provide demographic data and tools to target specific age groups. And if you’re working on TikTok, adjust your style and storytelling to tap into interests rather than relying on a teen-only mindset.
September 19, 2025 at 9:19 AM
If your goal is to reach very young users, make sure you’re also looking at platforms that actually provide demographic data and tools to target specific age groups. And if you’re working on TikTok, adjust your style and storytelling to tap into interests rather than relying on a teen-only mindset.
Like other platforms, it has matured to cover all age groups. The real driver of engagement is no longer age, it’s interests and searches.
This means that while TikTok still attracts teens, its audience is far more diverse than many assume.
This means that while TikTok still attracts teens, its audience is far more diverse than many assume.
September 19, 2025 at 9:19 AM
Like other platforms, it has matured to cover all age groups. The real driver of engagement is no longer age, it’s interests and searches.
This means that while TikTok still attracts teens, its audience is far more diverse than many assume.
This means that while TikTok still attracts teens, its audience is far more diverse than many assume.
That makes it not only accessible but also authentic, visually powerful, and culturally sensitive.
July 10, 2025 at 11:15 AM
That makes it not only accessible but also authentic, visually powerful, and culturally sensitive.
A season of short, relatable videos covering topics that are often difficult to access for deaf teens, from (mental) health to body awareness and consumption habits.
What makes this format so special: it’s developed natively in Indonesian Sign Language (BISINDO), then adapted for hearing audiences.
What makes this format so special: it’s developed natively in Indonesian Sign Language (BISINDO), then adapted for hearing audiences.
July 10, 2025 at 11:15 AM
A season of short, relatable videos covering topics that are often difficult to access for deaf teens, from (mental) health to body awareness and consumption habits.
What makes this format so special: it’s developed natively in Indonesian Sign Language (BISINDO), then adapted for hearing audiences.
What makes this format so special: it’s developed natively in Indonesian Sign Language (BISINDO), then adapted for hearing audiences.