Channel 4 has dipped its toes into the short-form video world of TikTok with dedicated @channel4 and @E4 accounts.
The partnership builds on the newly minted ‘Future4’ digital strategy and will usher in a commercial relationship with Channel 4 trialing the use of branded content with TikTok’s blessing.
Channel 4 lands on TikTok
Channel 4 will hit TikTok with a bang, unleashing its most popular stars and shows with a run of exclusive content drawn from Hollyoaks, Made in Chelsea and Pete & Sam’s Reality News.
Hitting the ground running the network will also use its newly minted TikTok accounts to showcase selected clips from perennial favorites such as Gogglebox, Taskmaster and First Dates.
Channel 4 has also committed itself to producing original content under the ’#LearnTikTok’ banner to encourage self-development, helping TikTok achieve some of its own goals.
In all Channel4 will publish over 150 videos within six months, all of which will be produced by 4Studio, its Leeds-based digital unit.
Feeding into the ‘Future4’ strategy
The marriage feeds into Channel 4’s digital-first ‘Future4’ strategy to embrace high-growth channels. Launched at the end of last year the five-year plan will see the channel prioritize streaming and social media to access new revenues.
In such a way Channel hopes to achieve commercial self-sufficiency by forging new strategic partnerships that fall outside its traditional domain of broadcast TV.
Head of 4Studio Matt Risley said: “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.
“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.”
Channel 4’s TikTok embrace coincides with an explosion in worldwide popularity for the Chinese app, which has now been downloaded an incredible 2 billion times.
The onset of the pandemic has radically altered the rules f engagement for established broadcasters who have looked on as audiences eagerly embrace new media.
In the UK TikTok now boasts 17m regular users with the number of monthly users in the US exceeding 100m.