Cracking the code: making news work for Gen Z with Now You Know cover art

Cracking the code: making news work for Gen Z with Now You Know

Cracking the code: making news work for Gen Z with Now You Know

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 On this week's episode of The Fold, Duncan Greive sits down with The Spinoff's head of audience Anna Rawhiti-Connell and Now You Know host Robbie Nicol to break down the highly successful strategy behind the new social-first news explainer series. With over 2.5 million views in just 10 weeks, Now You Know has won the attention of the 18-24 year-olds. Anna and Robbie discuss the philosophy of treating young people as worthy news consumers (not "exotic zoo animals"), the intentional craft used to blend serious journalism with platform-native comedy, and the differences in distributing content across TikTok, Instagram and YouTube Shorts. A must-listen for anyone looking for a blueprint on genuinely connecting with the next generation. Learn more about your ad choices. Visit megaphone.fm/adchoices
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