In response to Gen Z’s growing preference for social and digital news formats, NZ Herald has launched What the Actual?! – a new and unique social media brand aimed at keeping Kiwi youth in the know on the issues that matter most to them.
Published across TikTok, Instagram and YouTube, the outlet will deliver easily consumable, video-led content covering the biggest breaking stories, current events, sports, entertainment, social justice and political news.
Carolyn Luey, NZME Chief Digital & Publishing Officer, says the NZ Herald is excited to be extending its news offering once again, with a brand that has been purpose-built for the digital-native generation.
“Now more than ever before, Kiwi youth are accessing news directly from social media and while our existing NZME news brands offer a wide range of content through these channels, we’ve identified there is ample opportunity to further appeal to a younger audience. What the Actual?! seeks to capture youth through its unique brand identity and fresh perspective on the topics that matter most to this age group, including climate change, unemployment, and health care,” says Luey.
The content will be curated by Mihingarangi Satele and Kahumako Rameka, two rising stars who have joined NZME following their completion of Te Rito – a year-long journalism programme that trains and develops upcoming journalists, injecting the media industry with diverse voices.
Mitchell Powell, New Zealand Herald Head of Social, says Mihi and Mako are the ideal voices to bring the brand to life and uncover the stories that Kiwi youth care most about.
“Like every generation, Gen Z have special characteristics that influence their news consumption habits. Both Mihi and Mako understand these characteristics first hand and combined with their journalistic expertise, I know they’ll bring a vigorous and unique point of view to the news conversation,” says Powell.
What the Actual?! can be found on TikTok, Instagram and YouTube at @whattheactualnz
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