This is our last week as 'infinite scroll'

Rebrand unlocked.

'infinite scroll' is rebranding.

Let's start from the beginning. For those unfamiliar with the origins of 'infinite scroll,' the newsletter is actually part of a youth media company based in Australia, Centennial World. We launched the 'infinite scroll' newsletter in October 2022, and let's just say, A LOT has changed since then. We don't need to get into the details (and believe me, you don't want to hear it), but over almost three years and 140+ newsletters, we've tried a few different strategies with this platform and had some really cool people support us.

But to be honest, our newsletter never got the love it deserved. As a bootstrapped independent media brand with a tiny team, we are stretched thin every week and often something’s gotta give. Usually, that something is the newsletter. So while other parts of the Centennial World ecosystem have seen amazing growth (we do a daily internet culture news podcast, btw if you like this stuff!), this corner of our brand has remained relatively stagnant.

All that to say, we knew the newsletter needed a refresh.

But we didn’t realise how badly we needed one until the end of last year.

Back in September, an influx of new readers signed up virtually overnight. The team was quick to celebrate. We thought this was it! It’s happening! We had no idea why or how, but it’s happening!

As it turns out, when something seems too good to be true, it usually is.

After a little bit of investigation, we discovered these subscribers were not here for us; they were actually looking for another 'infinite scroll' newsletter. 💀

VERY exclusive messages from the company Slack.

And then came the great Substack migration.

While Substack has steadily grown in popularity over the years, it’s now positioning itself to fill a TikTok-sized hole in the creator economy. With increasing uncertainty around TikTok’s future in the United States, the platform has been actively courting creators, introducing a creator program, upping dedicated funding for influencers, and even dipping a toe into video and podcasting.

While it has been great for the platform, it can sometimes feel oversaturated, and as mentioned, we knew we had become complacent with our content. That said, we want to ensure that we deliver high-quality coverage of internet culture, the creator economy, and social media trends that you can't find elsewhere.

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Welcome to 'Keep Scrolling For' & what you can expect

The name was inspired by the first sentence of every 'infinite scroll' newsletter. Each edition included an introduction that read, "Keep scrolling for...," which provided a sneak peek of what was included that week.

We had to stay true to our roots somehow…

Some examples.

As 'Keep Scrolling For', we will be publishing three different newsletter series per month.

First, we have the 'Hit Follow' newsletter series. We know that there are many fantastic newsletters available that cover the creator economy. But to supplement your reading, we have decided to publish a truly creator-focused newsletter. 'Hit Follow' will give you the rundown on the creators who are popping off and the trends propelling their rise. Think: quick profiles and blurbs, viral moments, and lists of the creators we love across categories like "Up-and-Coming," "Video Essayist of the Month," "It Girl," and more. We know that many of our subscribers work across media, marketing, and PR, so this one is for you.

Our next newsletter series is a continuation of the 'Infinite Scroll' you know and (hopefully) love. Keeping the same name, this newsletter will be pulling from the topics covered on the 'infinite scroll podcast' and delivering them to you in longer-form written pieces. We'll also include the usual headlines to make sure all bases are covered. The goal is to open up cultural conversations while still delivering breakdowns of viral topics and news from the creator economy. This one's for our long-time readers— those of you who continue to engage and rely on our content for updates.

And lastly, we have 'Close Friends.' Over the years, we have figured out that the best part of reporting on internet culture, technology and the creator economy is the community it builds. We love hearing different opinions and takes on the topics we choose to cover. It helps keep us accountable in our coverage and expands our perspective.

As internet culture becomes more and more ubiquitous, our audience doesn't always need a breakdown of the latest influencer drama; it's already showing up on their FYP. What is needed, though, is more nuance, thoughtful conversation, and critical reflection. Through 'Close Friends', we hope to foster that.

Each edition will feature a piece of content we've enjoyed, something we believe is worth sharing. We'll offer our take, but we'll also open the floor to you. Readers will have the chance to share their thoughts, and we'll feature some of them in the newsletter. For our audience across all our channels, this is about building a community— something we all know Gen Z is starved of.

Now, we know this might be a little different from what you originally expected when subscribing to the 'infinite scroll' newsletter. Still, we hope it brings more variety and a clearer understanding of what we're aiming to deliver. At the end of the day, we're still doing what we've always done: breaking down the internet in ways that inform, inspire, and spark conversation (so pls don't unsubscribe <3).