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.
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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.
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.
Trust Often Follows A Person, Not A Brand
- Young audiences may pay for creators rather than institutions, so trust often attaches to personalities.
- Social-first explainers can build goodwill that may later funnel audiences to the masthead.