'We Don’t Mention the Brand:' Inside Channel 4's Social-First Reality Show for Instagram

The collaboration with the broadcaster acts as a new way for brands to reach ad-resistant audiences 


Last week, “You Do You,” premiered on Instagram, a digital series focused on young creators.

While most akin to a TV show, the program bucks convention in several ways—it’s made by a broadcaster, but it is designed for and lives on social media, in this case, Instagram, instead of TV. Its content is editorial in nature, but it’s paid-for by Instagram and created by 4Studio, Channel 4’s in-house digital content studio, its specialist commercial team and Channel 4’s digital commissioners.

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