NowThis, a digital media powerhouse known for its quick-hitting news and entertainment content, has taken a bold step toward strengthening its relationship with Gen Z audiences. In a move designed to keep the brand at the forefront of social-first storytelling, the platform has appointed Michael Vito Valentino as its new Editor-In-Chief and launched its inaugural Advisory Board. This board, consisting of a diverse group of rising tastemakers, will provide real-time insights, guidance, and trend forecasting to help NowThis continue evolving with its young audience.
Comprised of six standout Gen Z voices, the Advisory Board includes:
- Alyah Chanelle Scott – Tony Award-winning producer, actor, and director, known for her role in The Sex Lives of College Girls.
- Griffin Maxwell Brooks – TikTok creator and DJ with over one million followers.
- Anushka Joshi – founder of GEN-ZiNE and a recognized Forbes 30 Under 30 honoree.
- Karan Jerath – United Nations Young Leader for the SDGs and founding member of Squared Circles.
- Emmy Liederman – editorial lead at #paid, specializing in creator economy content.
- Shaina Zafar – head of UTA Marketing’s Next Gen Practice and a Goldhouse A100 List honoree.
These voices, all influential in their respective fields, will work directly with NowThis leadership to shape the direction of the platform’s Gen Z programming. Their role is clear: help the brand stay connected to the issues, trends, and values that resonate most with a demographic that is known for its speed of evolution and social influence.
Building a Future-Focused Advisory Board
The formation of the Advisory Board is part of NowThis’ larger strategy to strengthen its connection with Gen Z. Valentino, who has a long history in digital media, shared his excitement about the board’s formation and its potential to inform the platform’s content strategy. “We created this board to stay closely connected to our Gen Z audience,” said Valentino. “By working with these young trailblazers, we’re gaining real-time insights that allow us to keep our content relevant, engaging, and reflective of the rapidly shifting cultural landscape.”
He emphasized that the goal is not just to follow Gen Z trends but to lead them. “We’re programming for young audiences because their social graphs are dense, and their influence on content virality is unmatched. Our vision is for NowThis to be the destination for Gen Z news and entertainment. We want to lead, not just reflect, the conversations they’re having,” Valentino explained.
A Commitment to Diversity and Authenticity
Diversity was a key focus in assembling the board. Valentino made it clear that the perspectives represented on the Advisory Board were carefully selected to reflect the multifaceted nature of Gen Z. “We have a group of voices with different racial, ethnic, career, and geographic backgrounds, which is essential for ensuring that we’re representing the full spectrum of Gen Z,” he said.
Diversity isn’t just about representation; it’s about creating content that authentically resonates with an audience that demands inclusivity and social justice. “Each board member brings a unique lens to the table, helping us create content that feels true to Gen Z’s values and experiences,” Valentino added.
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The board members’ wide-ranging expertise will guide NowThis’ content development, ensuring the platform remains not only relevant but also responsible in its programming. “We’re committed to reflecting the full range of Gen Z’s experiences, whether it’s their passion for activism, their interest in entertainment, or their focus on mental health,” Valentino explained.
Leveraging Real-Time Insights to Shape Content
The role of the Advisory Board is not limited to advising on broad content strategy. The group will be actively involved in shaping the specific topics, tone, and approach of NowThis programming. Valentino highlighted that the board’s real-time insights will allow the editorial team to stay nimble and responsive to the fast-moving interests of Gen Z.
“The board helps us identify emerging trends and provides valuable input on how to approach storytelling,” Valentino said. “They’re also instrumental in ensuring that our content feels authentic and speaks to the issues Gen Z cares about most. It’s about creating a feedback loop where we’re not only responding to trends but anticipating them.”
One of the key challenges facing media platforms today is the speed at which trends evolve, particularly within the Gen Z demographic. Valentino acknowledged this fast-paced environment but noted that the board is uniquely equipped to keep NowThis on track. “Gen Z moves quickly, and their preferences shift just as fast. The Advisory Board is invaluable in helping us stay ahead of those changes.”
Content Preferences and Emerging Formats
In discussions with the board members, Valentino and his team have identified several key areas that resonate with Gen Z. Short-form video content, particularly vertical video formats optimized for mobile platforms like TikTok and Instagram, is a major focus. This format, which is known for its ability to capture attention quickly and convey information in digestible bursts, will remain central to NowThis’ content strategy.
“Short-form video is clearly dominating, and we’re doubling down on this format,” said Valentino. “We’re creating premium vertical video with complete story arcs, designed to engage viewers in 60-90 seconds. Advertisers are clamoring for story-driven content, and we’re seeing that our audience is more than willing to stick around for it. This type of content allows us to tell meaningful stories in a way that fits Gen Z’s viewing habits.”
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In addition to short-form content, NowThis is also focusing on unscripted original series, which have gained traction among younger viewers. Shows like Are You Okay?, NowThis Is, and Playing Hooky are expected to play a significant role in the platform’s ongoing content development.
Navigating Challenges and Staying Relevant
One of the biggest challenges for any digital platform is remaining relevant amid constantly shifting trends. Valentino noted that Gen Z’s high expectations for authenticity and inclusivity make it even more crucial for content creators to stay ahead of the curve.
“Our biggest challenge is maintaining relevance,” he said. “Gen Z has high standards when it comes to representation and authenticity. They want content that feels real, and they expect brands to be socially conscious. The Advisory Board plays a critical role in helping us ensure our content reflects those values.”
To combat this challenge, NowThis is committed to a constant cycle of feedback and refinement. Regular meetings, check-ins, and brainstorming sessions with the Advisory Board will ensure that the platform remains adaptable and in tune with the evolving needs of Gen Z.
Social Media’s Role in Shaping Narratives
As a digital-first brand, NowThis understands that social media plays a pivotal role in shaping the narratives that resonate with Gen Z. Platforms like TikTok, Instagram, and Snapchat serve as breeding grounds for trends, ideas, and movements that can quickly spread across the internet. Valentino sees these platforms not just as distribution channels but as active forces in the creation and dissemination of cultural narratives.
“Social media is the pulse of Gen Z,” he said. “It’s where they discover new ideas, express their values, and connect with others. Platforms like TikTok and Instagram allow for authentic, immediate engagement, which is crucial for capturing this generation’s attention.”
Long-Term Vision and Future Projects
Looking toward the future, Valentino emphasized that the Advisory Board is just the beginning. “We see this as a pilot program that will evolve over time,” he said. “As Gen Z’s interests and values change, so will we. The board will help us stay connected to the next wave of thought leaders and tastemakers, ensuring that NowThis remains the go-to destination for Gen Z content.”
Valentino is also excited about the future of NowThis’ issue-based programming, particularly on NowThis Impact, which focuses on topics like criminal justice reform, climate change, and social justice. “These are the issues that matter most to Gen Z, and we’re committed to covering them in a way that’s engaging, informative, and true to their values.”
The team at NowThis is also excited about the opportunities for collaboration with the Advisory Board in shaping the platform’s upcoming projects. “We’ve already had a fantastic kickoff event for the board, and we’re planning more of these in the future,” said Valentino. “It’s about bringing together diverse voices to create something truly special, and I’m incredibly excited to see what’s next.”
