Channel 4 and Snapchat join forces as Leeds team edits 'made-for-mobile' shows

A recently launched Leeds-based digital team, 4 Studio, will work with the social media tool's owner, Snap Inc, and programme producers to create "made-for-mobile" clips.

The new agreement continues a partnership which first began in 2018, when Channel 4 was part of the launch of UK shows on Discover, Snapchat’s curated content platform.

Since then seven shows have launched, with Celebs Go Dating, Don’t Tell the Bride and Tattoo Fixers have reaching more than 19 million people on Snapchat, most of whom were aged between 13 and 24.

Starting today, Hollyoaks will air on Snapchat - the first British soap to feature on the platform - with "short-form made for mobile episodes" going released immediately after they have aired on E4, All 4 and Channel 4.

To celebrate the launch, there is also a bespoke augmented reality lens which allows Snapchat users to create their own cliff-hanger finale, complete with the Hollyoaks theme tune and end credits.

Alex Mahon, chief executive of Channel 4 said: “We are hugely excited to bring more Channel 4 to Snapchat.

"We have a unique brand and taste and reach into the youth-dominated audience of Snap so the fit is clear.

"This partnership allows us to further our mission to serve young audiences, to increase time spent with Channel 4 and to supercharge our social footprint across 2020.

"We are continually evolving and adapting to reach our audience wherever they are and this is the latest iteration.

"I am particularly thrilled that Hollyoaks will be the first ever soap to feature on the platform offering Snapchatters a unique introduction to the joys of the best British Soap.”

Other shows included are The Last Leg, Grime Gran and Five Guys A Week, with a range of shows from across Channel 4’s programming slate to follow.

4Studio, Channel 4’s recently launched Leeds-based "digital content hub", will work with Snap and producers to create the made-for-mobile edits.

It comes after the privately-funded, publicly-owned channel picked Leeds as the home for its new national headquarters.Snapchat and Channel 4 commercial arm 4Sales will share sales rights on the shows.

Sean Mills, head of content at Snap said: “Channel 4 shares our passion for creating mobile content in new ways.

"We are delighted to extend our successful relationship and bring even more great shows to UK Snapchatters.

"We can’t wait to see their distinctive storytelling style reimagined for the vertical screen.”

On average Snapchat is used by 229 million people every day, according to its own data.

In the UK, it reaches more than 80 per cent of 13 to 24-year-olds, the company believes.

Total daily time spent by users watching Discover content increased by over 35 per cent year-over-year

The partnership is intended to further build the channel's social media reach.

In the past month Channel 4 reached more than 100 million Facebook users, including 81 per cent of 18 to 24-year-olds and 74 per cent of 25 to 34-year-olds.