Channel 4 launches on TikTok with 4Studio
Channel 4 and TikTok have announced the launch of C4 and E4 accounts on TikTok.
The new accounts will feature exclusive content from Lime’s Hollyoaks, plus Made in Chelsea and Pete & Sam’s Reality News. There will also be clips from other Channel 4 shows, including Taskmaster, 8 Out of 10 Cats and Gogglebox.
Its Leeds-based digital unit, 4Studio, will also publish more than 150 videos in the first six months on TikTok. These will include a commitment to original content creation as part of TikTok’s initiative to create "educational and informative video posts to inspire creative learning."
“Reaching and engaging young audiences is an integral part of our Future4 strategy and creating and commissioning content purely for TikTok will be a hugely valuable opportunity for us to do just that,” said Head of 4Studio Matt Risley.
“We know there’s already a huge appetite for our programming on the platform, so launching Channel 4 and E4 channels is a great opportunity to super-serve audiences. We’re also excited about the commissioning of a series of platform-specific content strands to support the #LearnonTikTok initiative and can guarantee content that’s as surprising as it is educational and entertaining.”
Channel 4 will also be trialling commercial opportunities through branded content on the platform.
"Like TV, TikTok brings people, families and communities together with content that speaks to culture, trends and learning - it transcends location and age,” added Normanno Pisani, Head of UK Media Partnerships, TikTok.
“It also presents a unique opportunity for the TV industry to be discovered and connect with target audiences, driving new kinds of engagement. It's great to welcome a pioneering brand of the industry in Channel 4 to the platform, and we're excited to support them to bring its incredible catalogue of new and evergreen content to our community on TikTok."