A brief rundown of key moments from TikTok over the past seven days, highlighting brand partnerships, conversations and new content formats.
Rachel Chinouriri X Tracklist reveal
The singer sparked a treasure hunt over the weekend by revealing on X that she had lost her favourite Marc Jacobs bag and needed help retrieving it ASAP. A fan named Alex collected it – and subsequently became the first to read the tracklist for Chinouriri’s new album, I think I spoke too soon. The duo later met IRL for a TikTok unveiling of the tracklist in full. A neat example of fan-led promo that also taps into a recent trend of participatory trailer culture.
Planet Paris X P.Louise
Earlier this month, Planet Paris visited the P.Louise salon for a blow dry, only to leave disappointed by their inexperience with curly hair. After receiving an apology from the beauty brand’s founder, Paige Louise Williams, the TikToker returned for round two – a TikTok documenting the positive changes has 363,000 views and 28,400 likes. It echoes Dyson’s response earlier this year after Latticia (By Latticia) shared a similar experience at its Beauty Lab. The takeaway? Beauty brands should be building for the full spectrum of customers from the outset. But when they do fall short, the strongest optics come from proving they listened: action feedback, fix the problem and demonstrate what changed.
@omo.oroje Please share the new SL12 has received the official Bus Aunty seal of approval ✅ Buses provide an easy to use, accessible and cheap public transport for all Londoners. More than five million bus journeys are made every day on the TfL network, so whichever bus you’re catching this month, make sure to enjoy the ride! @Transport for London AD
Bemi Orojuogun X Transport for London
Bemi Orojuogun is a TikToker whose love of London’s iconic red double-deckers has made her the unofficial face of the capital’s bus system. Transport for London is the latest to harness the power of Bus Aunty, inviting her to ride its new SL12 route in a mini-vlog with 32,900 views. Relevant, smart and perfectly aligned with Orojuogun’s usual content, which speaks directly to fellow Londoners reliant on public transport.
Farron Clark, Law Roach, Elias Medini and Pat McGrath X ASOS
As she continues to settle into her new role of marketing insider for ASOS, Farron Clark fronted a new ad alongside celebrity stylist Law Roach (now the retailer’s stylist in residence), fashion commentator Elias Medini and makeup artist Pat McGrath. The ad was well-received, with one commenter declaring “This is how you do an ad”, thanks in large part to an old-school comedic storyline that saw the trio recruit assistants to save a struggling shoot. Putting Clark shoulder-to-shoulder with two masters of their respective fields was smart positioning, too. The result? 1.6 million views.
Coco (Pinch of Coco) X Tiny Flat, Expensive Taste
The lifestyle TikToker has just moved into her new flat which, in her words, is tiny. Cue a new series trying to make the most of her small space. Episode one received 178,300 views and 31,000 likes. The flat is still a blank canvas, so there’s endless opportunity for brands to join the journey.
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Max Klymenko X How You Work
Having recently undergone surgery on his leg, Max Klymenko currently can’t present Career Ladder. Instead, he’s launched a new series: How You Work spotlights disabled people working at the top of their fields, starting with race car driver Nathalie McGloin. The first instalment received 7.5 million views and 1.1 million likes. Why does it work? It’s a natural extension of Klymenko’s curiosity about how interesting people work – and gives disabled professionals visibility in spaces where they’re rarely centred.
@thesocialsistersagency Jam roly poly sourdough loaf with M&S custard cream spread!!!!!!
M&S Custard Cream Spread X Bakers of TikTok
M&S Food has never met a product it couldn’t remix. The latest unique creation: a spreadable version of custard creams, sparking equal parts excitement and confusion over its potential uses. TikTok has already seen to the latter – The Social Sisters Agency received 244,500 views with jam jam-poly sourdough, Merissah (merissahldn) sandwiched the spread between gingerbread cookies (806,900 views), Amy Louise Crisp opted for custard cream buns (13,900 views) and Emily Jade made ice cream (134,800 views). Anything that lets TikTok foodies flex their creativity is a win. In this case, it also delivered a wave of free product promotion for the perennially popular supermarket, with shoppers now reporting that the spread has sold out in multiple stores.
Halley Kate X Bar Dog
Halley Kate is, in the eyes of her followers, the real-life Serena van der Woodsen, so it stands to reason that she’s promoting the autumn collection of her brand Bar Dog with a campaign narrated by Gossip Girl herself. The ad has 417,100 views and 60,900 likes. Take this as proof that the noughties series still has millennials in a chokehold; tapping into references from the cult classic is a shortcut to relevance with the show’s nostalgic audience.
@chloecarterrwith2rs Word of the week #newword #unusualword #poet #poetuk #tacenda
Creator of the week: Chloe Carterr
Chloe Carterr is a poet with a penchant for words you’ve probably never heard but immediately want to use. Her series Unusual Words unpacks the most inventive vocabulary the world has to offer – a recent explainer on “tacenda” has 1.4 million views – alongside live poetry and flower-inspired fashion. The definition of educational whimsy.
Trend of the week: Pretty Little Liars text confessions
As autumn rolls in, so does nostalgia for autumn-coded millennial TV – including Pretty Little Liars. TikTokers are pretending to receive messages from the show’s mysterious antagonist A exposing an embarrassing or humbling truth. For Ieuan Cooke, that was “people who are that desperate for love actually tend to leave their house”. Others have called out everything from their Klarna usage to their health anxiety.
By Chloë James, insights correspondent at CORQ.
