How Screenshot Media Builds News for Gen Z, Platform by Platform

In an environment where media startups rise and fall with the tides of algorithm changes, Screenshot Media has not only survived but thrived. At the heart of this transformation is a sharp editorial strategy, a deep understanding of digital trends, and a refusal to age out with its audience. What began as a blog in 2019 has evolved into a multi-platform powerhouse, influencing how Gen Z and younger audiences engage with news and culture. Today, Screenshot Media operates across Tiktok, Instagram, Youtube, and its flagship website, with a dedicated agency arm helping brands decode the elusive next-generation consumer. 

The origin story: a blog that understood its readers

Screenshot media was launched by CEO Shira Jeczmien with a clear mission: to help young readers navigate the complex world of trends and current affairs. What set the publication apart early on was its ability to blend news with the social and cultural conversations happening in real time.

‘It really started as a blog’, says Alma Fabiani, Head of Content at Screenshot Media, in an exclusive interview for Yoof News. ‘From there, it grew into what it is now—both a media and agency business. Today, we create native, cross-platform content to inform and engage the 18-24 demographic, though we also reach up to 34-year-olds.’

The strategy: meet the audience where they are

Unlike traditional media, which often struggles to adapt content for digital-first audiences, Screenshot media was built for the platforms it operates on. This means more than just repurposing the same video across multiple channels—it’s about optimisation.

‘A lot of digital publishers will take one video and post it to TikTok, Instagram, and YouTube shorts without adjusting it for each platform,’ Fabiani explains.‘ We take the extra time to optimise for the format and audience expectations of each space.’

This cross-platform strategy has allowed Screenshot Media to not only stay relevant but also anticipate shifts in audience behaviour. Recognising that younger audiences engage differently on each platform, the company tailors content formats accordingly, from short-form TikTok videos to image carousels that maximise engagement on instagram.

The editorial approach: informative, engaging, and conversational

While legacy media long underestimated Gen Z’s interest in politics, Screenshot media recognised early on that young audiences were highly engaged but expected information in an accessible format.

“We've always said that ‘next Gens’ are incredibly interested in politics—if not more so than previous generations,’’ Fabiani notes. ‘The key is making political content digestible, accessible, and available on the platforms they already use.’

She adds, ‘Every generation seems to think that younger people are less interested in serious topics, but that's often not the case. There's a strange gap in understanding between generations that we aim to bridge.’

Screenshot media’s content spans hard news, trending topics, and viral internet culture, without ‘discriminating’. The approach is simple: if it matters to young audiences, it matters to Screenshot media. Alma highlights that whatever the topic ‘we want our audience to feel uplifted after engaging with our content, not despairing or overwhelmed by negativity. It’s crucial that our stories leave them with a sense of hope rather than helplessness’.

Creating trends, not just following them

One of Screenshot Media’s biggest successes was its role in sparking the viral debate: Would you rather be stuck in a forest with a Man or a Bear? What started as a vox pop interview turned into a social media phenomenon, proving the team’s ability to tap into and amplify conversations that resonate with their audience.

‘We don’t just follow trends—we start them,’ Fabiani says. ‘When something resonates, we use a rinse-and-repeat strategy to explore it across different formats, making sure we bring new angles and insights to the conversation.’ This strategy—listening, amplifying, and evolving content—has been instrumental in positioning Screenshot Media as more than just a media brand, leading it to become a digital culture leader.

What’s next? Growing without aging out

One of the biggest challenges for any youth-focused media brand is staying relevant as its audience grows older. Many digital publications, from Vice to Buzzfeed, have struggled with this, finding themselves tied to a single generation’s identity. Screenshot media, however, is determined to evolve alongside its readers.

‘We say ‘next Gens’ instead of just ‘Gen Z’ because we know Gen Alpha is already coming up,’ Fabiani explains. ‘We don't want to age out like some legacy publishers did with millennials’.

This forward-thinking approach extends to Screenshot media’s expansion strategy. With new verticals like Sportd—its recently launched sports-focused platform—the company is always looking for the next opportunity to connect with its audience.

So what?

As social media increasingly becomes the primary news source for younger generations, Screenshot Media’s rise offers a blueprint for success: understand your audience, optimise your content for their platforms, and stay ahead of cultural conversations. By prioritising content that is engaging, informative, and tailored for the digital landscape, Screenshot Media has cemented its place as a leader in next-gen media—and it shows no signs of slowing down.