Victor Marcello on how Ole Interactive connects with Gen Z through sound and social impact

In an exclusive interview with Yoof News, Victor Marcello, director of Operations at Ole Interactive, gave an insight into Ole’s recipe for success with Gen Z. A combination of cultural relatability, algorithmic adaptability, and a strong focus on social impact allowed them to resonate with younger audiences across Latin America.

Ole Group and cultural relatability

Victor initiates by elucidating what he deems a fundamental aspect of Ole's success: Ole Group’s legacy of over three decades in the broadcasting industry—spanning pay TV, broadcast, and now digital—giving Ole’s media brands a strong foundation in storytelling. The Ole group indeed built their renown on the broadcast industry, bringing among others NBCUniversal and A+E Networks to Latin America. ‘With Ole Interactive’, he adds ‘the digital arm of Ole Communications, we continue to evolve, keeping our core business which is creating content and making it resonate with Latin American audiences through a distinctly local lens’.

To relate more specifically to younger generations Ole Interactive has two publications, each focusing on a few specific topics. This multi-publication model aligns well with Gen Z’s diverse interests and their preference for specialised, relatable content.

QoT, 23 million followers across platforms, is more focused on the present, spanning across entertainment, pop culture and gaming

While Playground, 33 million followers across platforms and languages, covers future technology, and the conscient use of the latter, aiming for a sustainable world.  By creating separate publications, Ole Interactive can build more targeted and recognisable brands for each group of topics, allowing them to capture specific audiences where they are most active.

The algorithm is King

When asked whether QoT adapts their editorial choices to their audience, Marcello noted, ‘The platforms and their algorithms dictate more than the audience. Sometimes we have to adjust or even abandon editorial ideas due to algorithm changes or fading trends’. This adaptability is crucial in a world where platforms like TikTok and Instagram continuously redefine how content is consumed and algorithms can make or break content visibility. However, he nuanced that perspective: ‘Even though we know some posts may not perform well, we still publish them because they align with the important statements we want to make.’ 

Focusing on Social Impact

When discussing their editorial positioning, Victor stated, ‘At QoT, we are deeply committed to social impact, aligning with the UN’s Sustainable Development Goals (SDGs), such as education, sustainability, and gender equality. Even when we cover topics like games, series, or streaming music, we approach them from a progressive perspective, considering their societal impact.’

This emphasis on social impact is in line with Gen Z's media preferences, as this generation is particularly attuned to social justice, sustainability, and ethical issues. Furthermore, Gen Z has a clear preference for purpose-driven content that not only entertains but also educates and inspires action. All insights which QoT have understood, as Victor elaborated: ‘We partner with organisations like Survival International to bring credibility to topics like indigenous rights. They help us amplify important messages to our audience. On the other hand, since we have grown, I use QoT as a source of amplification of their message.’

The Role of Sound in Content Engagement

The use of sound in content creation is another area where Ole Media excels. Victor observes the evolution of content on digital platforms in terms of audio. On Facebook, videos were muted by default and sound was most often background music’ while today ‘the sound is an essential component of how you will create an engaging narrative.’ This emphasis on audio reflects broader trends, such as the popularity of YouTube videocasts in Brazil, the 4th nation in terms of YouTube consumption, where users often consume content as background audio while multitasking. Sounds both add depths to content and virality when it comes to short videos popular amongst Gen Z. 

Looking Beyond Short-Form Content

While short-form content dominates platforms like TikTok and Instagram, Marcello laments their superficiality. He moreover sees a shift towards longer formats: ‘TikTok and Instagram are providing the opportunity for users to upload 10 to 20 minutes videos’.

He suggests that users are becoming aware of the limitations of short content, ‘how we are losing our ability or focus to consume larger content’, and are seeking more in-depth discussions. 

Ole Interactive shows how to better connect with younger audiences and remain relevant in a rapidly changing media landscape, explaining the news while escaping the chaos of ‘a breaking news environment’. As Victor notes, ‘We’re not a hard news publisher. We prefer to have a delay of two days, because we want to digest it inside our editorial team and reflect on what's our perspective facing that happening.’ This thoughtful approach to content creation is a lesson for all media organisations seeking to thrive in the digital age.

So What?

Ole Interactive is a perfect example of how a legacy company can evolve to create a news product catering to a Gen Z audience, without compromising on quality. They offer a reminder that connecting with Gen Z takes more than just a presence on the right platforms. It’s about understanding how this generation consumes content—through algorithms, with emotional nuance, and a strong sense of ethics.

What sets Ole apart is its willingness to adapt. Whether it’s rethinking formats, experimenting with new features, or responding to changes in platform behaviour, they’re not afraid to test and adjust. That kind of flexibility is essential for keeping up with an audience that’s constantly evolving. Victor Marcello also points out the growing importance of sound, not just as an add-on, but as a core part of storytelling. As with the rise of short-form video, audio is driving both engagement and discoverability, and sound becomes another way for media to stay ahead of the curve.

The use of sound has become increasingly important across platforms, becoming an integral part of content itself with the rise of short-form formats.

Equally important is purpose. Social Impact matters and resonates with younger audiences. Having something as strong and actionable as the SDGs to guide your editorial positioning can get you a loyal audience among the younger generations.