Channel 4 launches four-part ‘social reality series’ on Instagram

Channel 4 and Instagram have announced “the world’s first real-time social reality series told through social media”.

The four-part series You Do You represents the first-ever social reality series from 4Studio, Channel 4’s branded entertainment team.

It will air exclusively on Instagram on Sunday and comprises four 10-minute episodes.

Set in Manchester, the show follows the lives of a group of creatives in their early 20s whose stories are shared with their Instagram community.

Produced by Interstellar in partnership with Instagram, the show follows the characters’ attempts to make their name on the Manchester creative scene by creating music, designing clothing and artwork and hosting events.

The activity forms part of Instagram’s new global platform and brand campaign Yours To Make, which is runnings on digital out-of-home, contextually-targeted digital and video ads, a branded partnership with Dazed, and experiential activity.

The series is commissioned by Channel 4 digital commissioning executive Joe Churchill, working closely with 4Studio’s group content manager Jodie Miles, who brokered the partnership with Instagram owner Facebook’s media agency Mindshare.

Churchill said: “We are always looking for new ways to tell stories that truly reflects the way that young people live their lives, and You Do You is the perfect example of this. This is a show that is not just about great Gen Z characters, it’s shot through with their DIY, mixed media approach to creativity.

“Instagram is almost another character in the series and it is particularly exciting to see a story play out across their real and digital worlds. It’s new and it’s fresh and we can’t wait for our social audiences to discover it.”