C4 adds Hollyoaks and more to Snapchat

Channel 4 and Snap Inc have partnered to put 300 short form edits of Channel 4 content on Snapchat’s Discover platform over the next year.

The new agreement solidifies 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, of which Celebs Go Dating, Don’t Tell the Bride and Tattoo Fixers have reached over 19 million unique viewers on Snapchat.

Starting today, Hollyoaks will air on Snapchat, with short-form made for mobile episodes going live 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 Snapchatters to create their own cliff-hanger finale, complete with the Hollyoaks theme tune and end credits.

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 programme producers to create the made-for-mobile edits. Snapchat and Channel 4 commercial arm 4Sales will share sales rights on the shows.

Alex Mahon, Chief Executive, 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.”

Sean Mills, Head of Content, 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.”