Almost: Meeting Gen Z where they scroll

Kassy Cho, founder and editor-in-chief, Almost

The idea that young people don’t care about the news is a complete misconception. Young people are incredibly engaged with the news and care deeply about issues affecting the world. The problem is that traditional media isn't meeting them where they are, nor are they presented in formats that feel natural and accessible to them. They’re getting their news on the go, from their phones, across social platforms.”

Kassy Cho, founder and editor-in-chief, Almost

Whether selling cars, fashion or news, you must appeal to the youngest generation. To attract them, you must offer them products — including news products — that match their lifestyles, and you must meet them on their ground. This has been one of the persistent challenges of traditional media and the news industry.

For Kassy Cho, award-winning journalist and audience strategist, that is a challenge she has wholeheartedly accepted and put into practice with Almost, “an independent social-first news outlet delivering global news stories for young people all around the world.” Almost’s predominantly teen audience is in a state of “almostness,” or almost an adult. The concept also applies to all of us, trying to navigate a world that is almost what we know it can be.

Since its founding in November 2020, Cho and her team have amassed more than 309,000 followers across all accounts and a reach of 27.7 million in early 2025. Almost’s delivery strategy is multi-platform, including Instagram, TikTok, YouTube, Snapchat, Threads, Facebook, LinkedIn, X and Bluesky. Content is distributed in English and Chinese, and recently, a soft launch of Almost Arabic.

“The idea that young people don’t care about the news is a complete misconception. Young people are incredibly engaged with the news and care deeply about issues affecting the world. The problem is that traditional media isn't meeting them where they are, nor are they presented in formats that feel natural and accessible to them. They’re getting their news on the go, from their phones, across social platforms,” Cho said.

With a staff of 12 — six full-time, three freelancers and three interns — the Almost business model proves global reach doesn’t require a large staff. Reporting is enhanced by contributors in multiple countries, including Taiwan, Egypt, India and El Salvador. Plus, the social nature of Almost generates tips and suggested topics from followers. Some of its most-read stories are based on audience suggestions or direct engagement.

Editorially, the staff successfully explains complex issues in the short video format that young people prefer, but longer videos with in-depth storytelling also attract large audiences.

“Just because we deliver the news in social-native formats doesn’t mean our content lacks depth or journalist rigor. Each of our posts undergoes meticulous research, reporting, editing and fact-checking. It's just presented in a non-traditional format,” Cho said.

Almost’s mission also includes working with many well-known international nonprofits, such as Amnesty International, Save the Children and the International Committee of the Red Cross (ICRC), to help develop their digital strategies.

“Through our agency arm, Almost Studio, we craft customized social media and audience engagement strategies, produce bespoke, social-first content that aligns with each organization’s mission while also serving audience needs and holding workshops on using digital storytelling to drive social change,” Cho said.

Almost is constantly in a growth mode. Its internships and a new fellowship program train young people in real-world journalism and the digital media skills to participate in and contribute to the social media world. Almost is also studying opportunities to co-create with others to expand content and welcome new audiences.

“It’s been incredibly rewarding to see how much Almost and our approach is resonating with young people. This reinforces our belief that fostering these connections can deepen understanding and empower young people to unite to fight for a better world. I’m also pleasantly surprised at how far we’ve come, especially competing in an industry dominated by larger players; it speaks volumes about young people's demand for news that truly meets them where they are,” Cho said.

Bob Sillick has held many senior positions and served a myriad of clients during his 47 years in marketing and advertising. He has been a freelance/contract content researcher, writer, editor and manager since 2010.  He can be reached at bobsillick@gmail.com.