Major publisher to launch ‘social-first’ Gen-Z media brand
One of the country’s biggest independent media companies is launching what they claim is Australia’s first “social-first” lifestyle media brand, created by and for Gen Z.
Mamamia announced the launch of KNOW at its upfront on Tuesday, which will be a standalone brand aimed at Gen-Z social media natives. With a focus on social media, KNOW promises to house “all the random content Gen Z crave, on the platforms they want.”
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Zara Curtis, chief content officer at Mamamia notes that 60% of Gen Z use social media as their primary source of information and entertainment.
“The way they consume media is a whole new ballgame and very different to other generations. They exist outside the traditional news cycle because they’ve created their own.”
Maddy Lawler, from Mamamia’s Gen Z strategy team, said: “Traditional media just doesn’t earn the same share of attention with our generation, we live in our social feeds because communities are our heartland.
“We used that insight to create KNOW, meeting Gen Z on their level, in a language and a format they understand and that they will gravitate to.
“Gen Z are random and agnostic content consumers. They have no value judgement about the topics they engage with. From upside down pineapples to US election memes, if it’s interesting to them, they’re all in.”
While it may seem like a pivot for the traditionally female-focused company, they point out that “while Mamamia is famous for owning the attention of Australian women, what many people might not realise is that we also have years of experience making content for all people through our social and content agency, SQUAD.”
KNOW will launch in March, 2025.
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Nathan Jolly is the Features Editor at Mumbrella. He joined the team in July, 2023.
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