Nxwss is an online media outlet aimed at Generation Z with a simple goal: combining the entertaining side of social media with the usefulness of news outlets, bringing current-affairs information to GenZ directly on the platforms they use the most.
It’s no coincidence that the audience composition is like this:
But how does journalism work on social media? The most complicated part is capturing attention: the average user scrolling through their Instagram feed is looking for light content, not Geopolitics.
The structure of the posts is therefore designed to be impactful, with strong and clear headlines, without technical terms:
It is also important to adopt a light communication style, suitable for GenZ and especially full of self-irony: the world of traditional journalism often takes itself too seriously, appearing stiff and unnatural (among other things, fueling the general distrust in the work of the media); with Nxwss the approach has been radically different:
Speaking to young people as young people works, and the numbers prove it: in the first 7 months of 2025 there was a 50% increase in monthly impressions, reaching many more users with content that is generally ignored on social media.
