If you’re still relying on trailers, talent interviews and EPG listings to launch a TV show… you’re already behind.
Channel 4 has just confirmed what we at SMMS have been seeing for years: Gen Z doesn’t discover shows on linear television; they find them on TikTok. They stumble across a moment on Reels, share memes in group chats and get emotionally invested in a character long before they know which platform the show is on.
From TV-First to Social-First: The Shift Is Real
Channel 4’s latest figures say it all:
- TikTok views up by 81%
- YouTube views up by 26%
- Instagram views up by 25%
A standout example is Virgin Island, a show that initially struggled to land until it caught fire on social media. Suddenly, it found its audience. Conversations ignited. Interest snowballed. It wasn’t a traditional launch that made it a hit. It was TikTok.
Social Discovery Campaigns Designed for the Way People Actually Watch
At SMMS, we specialise in Social-First Discovery Campaigns for broadcasters, production companies, and streaming platforms. Campaigns that don’t just support a show, they fuel its discovery and viewership.
We build:
- Teasers made for TikTok, Reels, and Shorts – not TV promos repurposed badly
- Character-led content that sparks emotional connection
- Shareable memes and moments that fuel conversation
- Spotify soundbites and behind-the-scenes audio that extend the experience
Our goal? To ensure your show trends before TX, builds buzz during the run, and sticks around long after.
Indie Producers: This Is Your Competitive Advantage
With Channel 4 moving more production in-house, independent producers need more than just a good concept; they need to prove audience value. Social can be your secret weapon.
At SMMS, we help indies:
- Build commission-ready social strategies to take into pitch meetings.
- Create cost-effective launch campaigns with high impact.
- Showcase proof of concept through social engagement data.
We help you give commissioners a reason to say yes.
Going Viral = Driving Rewatching
When done right, social media doesn’t just attract first-time viewers; it drives rewatching. People discover a scene on TikTok and then binge the entire series.
That’s the new audience loop. And we know how to design for it.
Ready to Launch Smarter?
If you want your next show to succeed with younger audiences, your strategy needs to start before the transmission date, and it needs to live where the audience actually spend their time.
Let SMMS help you craft a launch that makes noise, builds community, and drives viewership on purpose.
📩 jo@smms.guru
🌐 www.socialmediamakessense.co.uk
Let’s make your next show unmissable on screen and online.
