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New Creator Genres: TikTok’s Puzzle Players

Gen Z loves social media creators and influencers who create niche content and cater to their unique interests. With brands always asking exactly what influencers they should be partnering with, YPulse’s new Creator Genres Series introduces some of the hottest creators young people are watching in a given category. This month, we’re solving the puzzle of why word games and those who play them every day have become a community…

Written and Edited by the YPulse Editorial Team

Jul 22 2024
North America

KEY TAKEAWAYS

For creators who latched onto playing Wordle early, their platforms have grown to millions of followers
And there’s tons of smaller nano-creators playing NYT games each day to an audience
Some creators online simply post about puzzle games to make fun of the ridiculous word categories or challenges

When Wordle took off in the summer of 2021, it was impossible to ignore. And though solving it daily is not as mainstream today, other daily word puzzles have taken its place—becoming even bigger pop culture goalposts. Now, The New York Times has a monopoly on morning puzzles among Gen Z and Millennials with games like the Mini Crossword, Connections, Spelling Bee, Strands, and still, Wordle. The phenom of solving them each morning has become a community event on social media, where TikTok creators dedicate their entire platform to posting their process, and comments are flooded with each viewer’s own...