Channel 4 is making moves, and social media is front and centre. While most broadcasters and streaming services are still playing it safe with trailers and show clips, Channel 4 is taking notes from a different crowd. Not from TV execs, but from creators who are absolutely smashing it online.
Enter Channel 4.0, a creator-led social brand that’s just hit a massive 1 billion views on TikTok. That’s not just luck, that’s a masterclass in how mainstream media can stop playing catch-up and actually lead the charge in creator-driven content that resonates with its audience.
A Digital-First Strategy That Actually Works
Since its launch in 2022, Channel 4.0 has seen 99% year-on-year growth across all social platforms. Original formats like Harry Pinero’s Worst in Class are racking up views faster than you can say “viral” with 8.4 million UK views alone, proving that social-first content isn’t just a side hustle; it’s the main event.
What’s Channel 4.0 Doing Differently?
Rather than sticking to traditional media formulas, Channel 4.0 is flipping the script with insights from the creator playbook. Here’s what they’re nailing:
- Finding their Niche
Forget stuffing all content into one overloaded channel, Channel 4 has split its social presence into niche, platform-specific brands like Channel 4.0 and Channel 4 Documentaries. This way, each type of content gets its own space to shine instead of competing for eyeballs.
- Repeatable Formats
Taking inspiration from the likes of the Sidemen and Chicken Shop Date, Channel 4 is commissioning creators to develop highly bingeable, repeatable show formats for YouTube and then chopping them up for TikTok, Instagram, and beyond. It’s smart, shareable, and keeps audiences coming back for more.
- Next Gen Creators
Channel 4 is tapping into YouTube’s rising stars, who already have engagement, retention, and cultural relevance down to a science. Instead of shoehorning TV-style content onto social media, Channel 4 is letting creators own their space and do what they do best.
- Using YouTube for Growth
For years, TV and streaming platforms have treated YouTube as an afterthought, a place to dump clips and trailers, but Channel 4.0 is treating it as the full-blown content hub that Gen Z knows it to be. With streaming services getting overcrowded and audience habits shifting, YouTube is where the next generation of audiences lies.
And YouTube itself is evolving fast, rolling out features that blur the line between traditional TV and digital content:
- Commenting via phone while watching on TV.
- “Watch With” live commentary for sports & events.
Channel 4 isn’t just playing along, it’s positioning itself to be at the forefront of this shift. It’s leaning into long-form, high-quality content that thrives on YouTube, while slicing and dicing it for maximum impact across TikTok, Instagram, and beyond.
What Can Brands Learn from Channel 4.0?
If brands take one thing from Channel 4.0, it’s that thinking outside the box is essential for success. Social media should be more than just a platform to push traditional content, it’s a space for original, creator-driven experiences. Channel 4.0 proves that crafting niche, tailored content for specific audiences can fuel significant growth and that the future of brand engagement lies in adapting to the evolving social landscape. Brands that get it right will not only gain cultural relevance but also create lasting impact.
