Channel 4 Gets Social
Channel 4 recently revealed plans to become the only UK broadcaster to offer a slate of social-first branded content to brands and advertisers for publication across its social channels – including Facebook, YouTube and Instagram.
This comes with the launch of 4Studio, the new Channel 4 in-house digital content studio – formerly announced as the Digital Creative Unit (DCU). 4Studio’s commercial division will be looking to provide youth-focused brands the opportunity to reach its 16-34 audience across social platforms, and create distinctive, purpose-driven social content.
Before bringing its content creation in-house, much of Channel 4’s social content creation was outsourced to Little Dot Studios, a digital broadcaster, producer and media network.
The new unit’s team will be led by Jonathan Lewis, Head of Digital & Partnership Innovation, with Ex-Mother exec Sophie Lloyd as Branded Entertainment & Creative Leader and Ex-Unilad Commercial Director Matt Ford as 4Studio Sales’ Commercial Lead.
Currently, there are 20 people working for the studio, but Channel 4 plans to have 30 by the end of the year, with nearly a third being commercial roles.
An artist’s impression of the development of The Majestic in Leeds which will be the new home of Channel 4. Photograph: Rushbond
When the new unit was announced, Sophie Lloyd said, “We’re really proud to be the first broadcaster to be able to offer brands the opportunity to reach our premium youth audiences with meaningful, editorially relevant content for social, either engaging brands with our slate of formats or responding to briefs with bespoke content ideas.”
With responsibility for driving future social-first Branded Entertainment revenues, the team will directly compete with key players such as LADbible, VICE and Jungle Creations.
Channel 4’s portfolio of brands (and its hiring of a ex-UniLad exec) stands it in good stead, however. The channel reached over 100 million Facebook users including 81% of 18-24 year olds and 74% of 25-34 year olds in the UK throughout the past month, whilst achieving over 800m YouTube impressions across the same period, with 18-34 year olds being the most engaged age group for Channel 4 on that platform.
Channel 4 may not be able to maintain the same publishing velocity as its digital-first competitors but it will have the quality content clout in its armoury. If done well, 4Studio could well attract more mass-market brands still wary of social media to invest under the unit’s expert guidance.
Establishing 4Studio furthers the convergence of broadcast and social platforms - until now, there’s been a reluctance from broadcasters to view social platforms as anything other than useful marketing vehicles for their shows.