U.K. broadcaster Channel 4 has collaborated with Instagram on what it is calling the "world's first" social media reality series.
"You Do You," which will air exclusively on Instagram from Nov. 14, follows the lives of a group of young creatives living in Manchester. Viewers will see them creating music, designing clothing and artwork, hosting "inclusive events throw a light on British youth culture" and documenting it all on Instagram.
The series will air across Channel 4’s Instagram Reels, Stories and In-Feed posts, along with full IG Video episodes. It was developed by 4Studio’s branded entertainment team, which brokered the partnership with Instagram’s media agency Mindshare. The activity forms part of Instagram’s new global platform and brand campaign "Yours To Make," its first big push from Johannes Leonardo.
"The show is a celebration of British youth culture and the young people that continue to explore and experiment with who they are through Instagram," said Jason Miller, EMEA consumer marketing manager, Instagram, in a statement. “We can’t wait for audiences to be introduced to the characters and watch their individual journeys as they navigate life and pursue their passions.”
“We wanted to create something that resonates with a youth audience and embeds Instagram into the heart of youth culture," added Ross Minton, head of invention, Mindshare. "Channel 4’s ability to deliver ground-breaking, provocative content at scale is well known, and this work continues to push these boundaries. This is a short-form social reality series made for social ... Crucially it engages this audience in a genuine and authentic way, with Instagram as the central vehicle for the story.”