Have you heard about the bean soup theory? 🫘

I recently heard about it on TikTok and it’s the theory that sometimes people don’t understand that they’re not the target audience for a piece of content.

The origin story is when vibinggranolamom posted a video about her vegan high-iron bean soup recipe and one commenter replied “but what if I don’t like beans?”.

It’s an increasing phenomenon where people are “what-about-me” comments on a wide range of content.

And I think it’s quite freeing.

If you’re worried about negative comments on your content, the bean soup theory is a reminder that not everything is personal. 

If you get a negative comment, it’s not about you or your content. 

That commenter is just projecting their insecurity, taste, mood or bias on to you.

So don’t waste time trying to create content trying to create “safe” content.

The only brands that don’t get projected on to are the ones that no one is looking at.

It’s better to be misunderstood than invisible.