| 17 March 2021 Just as the second annual TikTok Benchmarks & Strategy Guide from Conviva was warning that brands had to figure out quickly how to take advantage of a medium showing explosive growth, UK broadcaster Channel 4 has done just that for its main linear channel and its leading digital service. The new accounts for Channel 4 and E4, @channel4 and @E4, will feature exclusive content from Hollyoaks, Made in Chelsea and Pete & Sam’s Reality News. Clipped content from a range of other Channel 4 hits including Gogglebox, 8 Out of 10 Cats, Taskmaster, Celebs Go Dating and First Dates will also appear on TikTok. Channel 4’s Leeds-based digital unit, 4Studio, will also publish over 150 videos in the first six months of the accounts being active on TikTok, which will include a commitment to original content creation as part of #LearnonTikTok – TikTok’s initiative to create educational and informative video posts to inspire creative learning. Channel 4 will also be trialling commercial opportunities through branded content on the platform with TikTok's support.