A brief rundown of key moments from TikTok over the past seven days, highlighting brand partnerships, channels worth noting and new content formats.
Emily Blackwell X Charlotte Tilbury
A sponsored GRWM for Emily Blackwell’s legal wedding ceremony that has more than 45,000 views and 2,400 likes. Blackwell is a lifelong Charlotte Tilbury fan, noting that there was nobody else she’d trust for her bridal glam – the strongest partnerships build on pre-existing, genuine brand affinity. Every step of the bridal journey also continues to offer windows of opportunity for brands.
@tobblesv2
Tobias Oke X Waitrose
Last summer saw Tobias Oke review a string of supermarket ice creams. As the heatwave kicked in, Waitrose issued an open call for the creator to try its two new limited-edition offerings (rhubarb and custard and peach melba). Oke soon obliged, receiving more than 178,100 views across three TikToks documenting his latest taste test. Recurring creator series give brands a natural way to insert themselves into narratives audiences already know and love.
Holly Morris X Vinted
The comedian sat her boyfriend down for a presentation titled “Why selling one top for £5 on Vinted means we should book a holiday”. What followed was a series of complicated yet convincing girl math, complete with citations and charts. The result? 78,700 views and 5,100 likes (and a family holiday). A creative example of utilising a creator’s personality-led, native formats that are also immediately relatable for TikTok audiences.
Golloria George X o.piccola
Beauty creator Golloria George criticised the lack of shade inclusivity in Olivia Jade’s new makeup brand, o.piccola. Her videos on the topic have generated more than 3.6 million views combined, with George also outlining how inclusive brands approach launches from the outset. George has previously called out brands including rhode, Hourglass Cosmetics and Youthforia, highlighting a recurring issue in the industry: Hailey Bieber invited George into the development process after rhode had been criticised. George believes that brands should be involving creator-consultants in formulation, testing and marketing long before launch to avoid making the same mistakes.
Poppi X Love Island USA
The prebiotic soda brand gifted creators who often discuss relationships and Love Island – including Max Areeg, known for her dating and divorce diaries – with its new flavour inspired by the reality series. Poppi has a track record of identifying and integrating itself into cultural moments – see CORQ’s report. The key to replicating its success? Positioning products as accessories to an existing lifestyle or conversation.
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Marie Stephanie X Disney+
Disney+ invited Marie Stephanie – a creator obsessed with all things 1980s – to its Rivals event, where she dressed up and participated in an ‘80s-themed photoshoot. As one commenter noted, “This is the perfect event for uuuu 80s queen.” Audiences reward authentic brand-creator fits – this one received three million views and 22,100 likes.
Kathryn Turner X M&S Food
TikTok is obsessed with M&S Food, so it stands to reason that it has become equally obsessed with its director of product development, Kathryn Turner. Within two weeks of sharing behind-the-scenes insight into the retailer’s most popular products, she’s gained 32,200 followers. One video introducing the employee behind its iconic cookies has more than 766,000 views. The lesson here: audiences are hungry for access, especially to brands with which they already have an emotional connection. In turn, brands have the opportunity to turn internal talent into trusted creators and ambassadors.
@charliebetts_ can’t even put into words how good this place was – the place was filled with love @Pellicci 💫 #breakfast #londoncafe #londonfood #londonbreakfast #italian
Charlie Betts X E Pellicci
The foodie dropped by East London staple E Pellicci, where his interactions with the family-run cafe’s workers won over viewers: the video has 1.6 million views, 159,000 likes and more than 2,300 comments. Proof of the power of authentic, wholesome content – and that brands don’t always need high-concept ideas to win on TikTok.
Creator of the week: Joy Marie Howley
A freelance fashion illustrator whose live sketching series has taken her everywhere from an Olivia Dean concert (where she detailed polka dots galore) to the Slopestyle World Cup. Now also posting from a secondary account, she’s already forged creative partnerships with Nationwide, Louis Vuitton and Marks & Spencer.
Trend of the week: Dot cake
The OG dot cake comes from Long Island bakery The Dotcakes, but those outside New York have now taken cravings for the sprinkle-topped funfetti treat into their own hands. More than 3,400 videos are tagged #dotcake, with creators sharing copycat recipes and putting their own spin on the dessert, such as Scarlett Frazer’s martini dot cake and Brielle’s cake-stuffed ice cream cone.
By Chloë James, insights correspondent for CORQ.
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