The Fold Cracking the code: making news work for Gen Z with Now You Know
Sep 30, 2025
Anna Rawhiti-Connell, Head of Audience at The Spinoff, and Robbie Nicol, host of Now You Know and comedy writer, discuss their innovative social-first news explainer series aimed at Gen Z. They reveal how treating young people as informed news consumers has garnered over 2.5 million views. The duo explores the art of blending serious journalism with humor, the unique characteristics of platforms like TikTok and Instagram, and data-driven strategies for engaging viewers. Their insights provide a roadmap for connecting authentically with the next generation.
AI Snips
Chapters
Transcript
Episode notes
Robbie Landed The Role By Applying
- Robbie applied for the job because he loved explaining news in comedic, Jon Stewart-style formats.
- He presented prior work and got hired to host Now You Know at The Spinoff.
Meet Young Audiences On Their Platforms
- Young people consume news on social platforms, not because they avoid news but because they live on those platforms.
- Now You Know was created to meet audiences where they are with factual explainers in short vertical video.
Combine Facts With Platform Comedy
- Use a mix of serious reporting and platform-native comedy to both inform and retain attention.
- Blend clear facts with imaginative hooks so viewers learn and stay engaged until the end.