A brief rundown of key moments from TikTok over the past seven days, highlighting brand partnerships, conversations and new content formats.
Lisa and Joe Baggs X Jamie Oliver
The beef between Lisa Baggs and Jamie Oliver dates all the way back to 2011 when the chef left her a “rude” response to a Facebook comment about his overuse of olive oil. Fast forward 15 years, and Oliver has waved the white flag by finally meeting his arch-nemesis and her son Joe on the press tour for his new book 20-Minute Meals. Two clips of the pair hashing out their drama have more than 802,000 views combined. Smart, funny and knowing, this new chapter in the saga endlessly entertained fans – and there’s a wealth of similar creator lore out there to tap into.
@beginningboutique the girlies are showing up and showing out 🤩 WE’RE HIRING: Social Media Assistant ✨ If this sounds like you (or someone you know!), send your CV and portfolio to joseph.g@beginningboutique.com.au Location: Brisbane, QLD #jobsinbrisbane #beginningboutique
Doris Bakehouse X Beginning Boutique
Australian clothing brand Beginning Boutique asked TikTok for a new social media assistant, then revealed someone had sent a cake CV – but it was still looking for applications. While the clip received 3.5 million views, the brand was criticised for turning the submission into free content if it had no plans to hire its sender. The internet has since rallied around said applicant, who has used the opportunity to promote her own business, Doris Bakehouse (and since secured an interview for the role). The takeaway? Publicly scouting for hires has driven huge views for brands such as Sult, but there’s a fine line between viral recruitment and using hopeful applicants for content.
Ivana Spocchia X Rebuilding After Being Robbed
While on a recent trip to Italy, lifestyle creator Ivana Spocchia was robbed of what she describes as the majority of her most prized possessions. Her new series Rebuilding After Being Robbed documents her efforts to start over, with episode one seeing her thrift a replacement wardrobe. It has 123,300 views and 16,100 likes, plus support from Oxfam. There’s plenty of room for brands to step in as the hero here, helping Spocchia rebuild while becoming part of a story already garnering audience support.
@melissaswardrobe Let’s talk about taking up space! @cecred call me back! AD #cecredpartner
Cécred X UK launch
Beyoncé’s haircare brand Cécred is set to launch in the UK via Space NK next week, but before it made the official announcement, it issued a teaser via four TikTokers – Melissa Holdbrook-Akposoe, Ling Khac Tang, Rachel Leary and Lesley Buckle – built around a smart prompt that each creator could make their own: “Ready to take up space?” Holdbrook-Akposoe’s discussion of what taking up space means to her has 39,300 views and 5,800 likes.
Amelia Liana X L.Cuppini
After a year of design work behind the scenes, Amelia Liana revealed a coat in collaboration with luxury outerwear brand L.Cuppini. Liana has spent over a decade building a luxury fashion audience and clearly has the shoppers to match – the 100% suede design dropped on Monday and was sold out by Tuesday, despite outrage in the comment section over its £990 price tag.
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Nya Temple X BPerfect Cosmetics
After “forgetting” to book a makeup artist for the National Television Awards, Nya Temple did her own glam featuring products from BPerfect Cosmetics’ new Jake-Jamie Ward skincare collaboration. Her GRWM has 142,300 views and 19,600 likes. Why does it work? It’s natural and feels at home with Temple’s usual quick, chatty tutorials.
Benny Blanco X Butterfield Market
The internet hasn’t always been kind to Benny Blanco – and his recent collaboration with Butterfield Market uses that to his advantage. The New York eatery shared a TikTok accusing Blanco of randomly eating out of a container and putting it back on the shelf, captioned, “Ew he is so f***ing nasty”. The clip has 451,400 views and 10,300 likes. The twist? It was an ad for Blanco’s upcoming signing at the store for his new book F*ck Failure, complete with a custom buffalo chicken salad. Smart, self-aware and completely in on the joke. As one commenter put it: “He knows his brand! I believed it.”
@natalieeab social anxiety fears me @beechstreetswim #smallbusiness #charlixcx
Natalie Abatemarco X Charli XCX
Natalie Abatemarco is the founder of swimwear brand Beech Street Swim who took the gutsy opportunity to approach Charli XCX at brunch with a bag of free samples. The clip has 406,100 views and 55,600 likes, with audiences praising her initiative – after learning from a friend that the singer was in the same restaurant, she researched her size online and raced over to deliver pieces that suit her style. Proof that a bit of nerve can go a long way on TikTok.
Creator of the week: Steffy Reads
Steffy is obsessed with everything romantic and fantastical, making her a particularly prominent creator in the most whimsical corner of BookTok. She’s a go-to for reviews, recommendations and roundups, plus the overlap between fantasy literature and fashion. A recent guide to books for medieval girl summer has 45,300 views.
Trend of the week: Women in sport
In the wake of Sydney Sweeney’s controversial ad for sports betting platform Novig, female athletes are coming out in full force to spotlight their own experiences and achievements. Anna Archer’s TikTok showing the reality of women in sports has 718,000 views, while the likes of Tai (taiyajx), Bria (briasx), Mary Earps and Casey Shooter have all joined in by highlighting their sporting accomplishments.
By Chloë James, insights correspondent at CORQ.
