A brief rundown of key moments from TikTok over the past seven days, highlighting brand partnerships, conversations and new content formats.
Jack Remmington X Pitbull
Back in October 2025, Jack Remmington shared an idea: all 65,000 attendees at Pitbull’s BST Hyde Park concert should attempt to break the record for the most people cosplaying as the rapper. Fast forward to 10 July and, assisted by Radio 1’s Greg James (who helped get Pitbull, AEG and BST on board), he made it happen. Pitbull’s own TikTok celebrating the record received 1.1 million views. A lesson in the power of community and being in on the joke (which the rapper always is).
Deliveroo X Jude Bellingham lookalikes
Two years on from New York’s hunt for Timothée Chalamet lookalikes, viral community events have searched for those resembling everyone from Harry Styles to Dev Patel. This week, Deliveroo has taken matters into its own hands to find a lookalike for the UK’s hero of the moment: footballer Jude Bellingham. A TikTok announcing the search – taking place at BOXPARK Shoreditch with a prize of £1,966, a nod to England’s last trophy in the FIFA World Cup – has 1.1 million views and 84,100 likes. Funny, knowing and perfectly timed hours ahead of the semi-final, it gives Deliveroo a natural role in the nation’s current topic of conversation.
@deliveroo see you at boxpark Shoreditch 4pm x #worldcup #judebellingham
Amechi Madu X BOSS
Amechi Madu excels at tongue-in-cheek beauty and fashion content. Case in point: a BOSS dinner GRWM at Soho Farmhouse in which he insists, “I don’t have a big ego,” while simultaneously plotting to outdress every other guest. The clip has 293,100 views and 54,300 likes. Why does it work? It’s a strong, personality-driven concept that slots into the rest of Madu’s library – as well as benefiting from TikTok’s current obsession with the fact he looks like footballer Jude Bellingham.
Emily Rae Baker vs Max Factor
In a case of gifting-gone-awry, the lifestyle TikToker put Max Factor on blast after receiving a PR package – despite the fact she strictly uses makeup from cruelty-free brands. “I don’t know why in the fresh f***ing Jesus Christ you are sending me PR,” she said before showing the products for a split second and requesting (for the second time) that the brand stop sending gifts. Due diligence is vital before gifting. Poor targeting can turn PR into extremely public criticism – in this case, the TikTok has 273,100 views and 20,200 likes.
Brandi Unscripted X Love Island
In terms of ratings, the latest season of Love Island has had its worst start in a decade. But on TikTok, it has found new life as the topic of debriefs, debates and cutting commentary. Pop culture creator Brandi Unscripted combines all three in her daily recap series, with an instalment discussing controversial Islander Lola Deal generating more than 586,900 views. That’s a 200,000+ edge on Love Island’s official companion show, The Debrief. Audiences engage with Love Island differently than at the show’s peak, with many now following it secondhand through TikTok. That makes the creators sparking those conversations the most valuable access point for brands still hoping to reach the show’s viewers.
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Paul Fino X eos
Fragrance creator Paul Fino’s long-running love of eos has made him a go-to collaborator, most recently enlisted to “leak” its new summer scents. This week, he joined the brand’s trip to France, where his tour of its unapologetically eos-themed property has had 101,000 views and 23,000 likes. OTT brand trips have attracted backlash in 2026, but the response here has been overwhelmingly positive. Audiences know Fino is a genuine fan, and can spot the difference between a convenient partnership and a creator win that feels earned.
@justinescameraroll the tea on the infamous @Alaska Airlines Rome trip. By just mentioning me in rooms I wasn’t in, @Marshall helped me land & execute on the most successful brand trip so far in my career. Other creators mentioned in this video: @Rachel Motley @avericamille @Fola @DAVID PERKINS @Studio KARO @tiny keena’s wonderland🪞
Justine’s Camera Roll X Alaska Airlines
The travel TikToker boarded the airline’s inaugural flight to Rome in May, when her five TikToks from the trip received more than three million views. In a recent TikTok, she revealed that the opportunity didn’t come from her review of Emirates, as she initially assumed, but through a direct referral from fellow creator and Love Is Blind star Marshall Glaze, who advocated for her as a creative fit after meeting just once. She took it upon herself to pay it forward, recommending the likes of Rachel Motley, Averi Camille and Fola Amudipe for the airline’s future campaigns. The lesson? The best creator-brand relationships can provide more than just content, with talent also offering a well of experience and connections to guide future campaigns.
Shini Muthukrishnan X Book boyfriends
Shini Muthukrishnan accepted the near-impossible challenge of scouring a bookshop for her top three book boyfriends in two minutes. (The shortlist: Will Herondale from Cassandra Clare’s The Infernal Devices trilogy, Dean Di Laurentis from Elle Kennedy’s Off-Campus series and The Hunger Games’ Peeta Mellark). With a fun, fresh format that’s easily adaptable across BookTok’s many niches, the TikTok has 71,500 views and 9,300 likes.
Creator of the week: Matthew CBA
The TikToker’s Making Notes series turns everyday observations into compelling content. Topics range from his sobriety journey to driving in London, while an instalment on the heatwave noted both the UK’s struggle with the climate crisis and the male inclination to take tops off in inappropriate settings. He has been taking notes at sporting events: A ready-made format for brand partnerships and Sky has already tapped him for cricket coverage.
Trend of the week: 5 things that are worth the money
TikTokers are sharing their life-changing, holy grail products under the framework of “5 things that are worth the money”. Lifestyle creators such as Alessandra Tyrell-Charles, Kim Mann, Aviva Mehta, Florence Robertson and Tam Kaur have shared their top picks, which range from iPads and Invisalign to Amex fees and moving to a big city. A saveable format that can be as niche as needed.
By Chloë James, insights correspondent for CORQ.
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