Channel 4 partners with TikTok to boost Paralympic coverage with top influencers

Channel 4 and TikTok are teaming up to engage a new generation with the Paralympic Games, leveraging high-profile content creators to amplify the channel’s Paralympic coverage on the social media platform.

Channel 4’s digital content division, 4 Studio, has developed a customised Paralympic Games digital experience, which will feature the release of five TikTok videos daily during the event.

The broadcaster has assembled an exciting presenting team that includes comedian Fats Timbo (2.9 million followers), content creator and former rugby player Jodie Ounsley (197,000 followers), and content creator Milly Pickles (500,000 followers).

It will be among the first UK broadcasters to give its brands access to TikTok’s Pulse Premier advertising option, allowing them to advertise alongside Paralympic content.

TikTok UK head of publisher partnerships and operations Edward Lindeman, said: “We’re delighted to be partnering with Channel 4 to bring the thrill of the Paralympics to our community on TikTok.

“TikTok offers a unique way to experience Paris 2024 through rightsholder content and behind-the-scenes footage from athletes, teams, and fans. We look forward to seeing the incredible short video content from Channel 4 that our community of Paralympics fans in the UK and around the world will engage with and love.”

Channel 4’s Senior Distribution and Partnerships lead, Joe Harbinson, added: “The combination of Channel 4 and TikTok will bring a new generation of audiences closer to the inspiring stories that will unfold in Paris.

“Our collaboration not only creates new opportunities for brands to get close to the Games but also delivers highly-watchable content that offers audiences a unique way to experience the Games.”