From EastEnders to TikTok: UK Celebrities Going Viral

From EastEnders to the English Premier League, UK celebrities are finding out that the quickest way to remain relevant today is not on the red carpet but on TikTok.

What started out as a platform for dance videos of Generation Z has grown into a powerful marketing and storytelling space where stars, professional athletes, and public figures can directly connect with fans. And their presence has transformed the landscape for brands too—because when celebrities go viral, the ripple effects reach millions.
Whether it's a soap star showing behind-the-scenes moments or a footballer joining the latest viral challenge, this new wave of creators-turned-celebrities redefines what influence looks like. But to truly harness that potential, brands need expertise—and that's where a TikTok marketing agency in London comes in.
From strategic guidance to analytics and creative execution, agencies guide brands in connecting the dots between celebrity power and digital engagement; turning viral moments into measurable ROI.
In this article, we'll break down how UK celebrities use TikTok for marketing and why it works, along with the associated risks and how your brand can successfully leverage star power when marketing on TikTok.

1. UK Celebrities on TikTok

From Soap Stars to Social Icons

In the UK, the TikTok boom hasn't only been about the influencers but rather about established celebrities embracing short-form content to reach new generations. Actors from EastEnders and Coronation Street, musicians, reality stars, and athletes make some of the most active voices on the platform now.
Take, for example, Jacqueline Jossa from EastEnders, who has over 3 million followers on TikTok and posts anything from family life to comedic skits. This is relatable, unfiltered content, contrasting the scripted nature of television—and that's exactly why audiences love it.
Likewise, singer Lewis Capaldi has harnessed humor and self-deprecation to speak directly to his fans in ways PR never could. His TikTok feed is an example of celebrity authenticity: raw, entertaining, and deeply human.

Athletes and Music Stars Go Digital

The likes of footballers such as Jack Grealish and Marcus Rashford have also joined the platform: using TikTok to express a side of themselves outside the pitch. They take part in trends, work-outs, and sometimes collaborate with brands—amplifying campaigns through their huge followings.
For artists, TikTok has become a launch pad for new releases. One viral clip of 15 seconds can take over the world in one night. Major artists like Sam Smith and Ed Sheeran preview songs on the platform first, knowing that fans will naturally create viral challenges and trends.
Taken together, these creators prove one thing: TikTok has become the new PR stage for British celebrities, and their appearance is changing the way brands approach partnerships.

2. Why Celebrities Work on TikTok

Instant Credibility for Brands

Celebrity partnerships bring a level of instant trust and authority that's hard to replicate. When a well-known name endorses a brand on TikTok, especially through authentic storytelling, it speaks volumes about credibility to the audience.
Unlike traditional ads, these integrations feel much more organic. For example, when a celebrity is getting ready in a "get ready with me" TikTok and casually mentions which skincare brand they are using, it doesn't even feel like an ad. It feels like a recommendation.
That emotional connection is what makes marketing on TikTok with celebrities so powerful.

Built-In Fan Loyalty

Every celebrity has an already established fan base, sometimes of millions. On TikTok, this means an instant audience that brands can tap into. Fans are more likely to engage with, trust, and purchase products their idols use or endorse.
But loyalty extends beyond views: Fans create their own videos to mimic the celebrity, participate using branded hashtags, and comment—building communities of marketing rather than one-way messages.

Large-Scale Reach and Engagement

TikTok's algorithm favors entertaining, genuine content. Celebrities who know how to adapt to this informal, creative space can easily achieve millions of impressions per video.
Take, for instance, when David Beckham partnered with a sustainability campaign: On TikTok, his posts received more engagement than any other traditional media coverage for the same event. The difference? The short-form format made it digestible, sharable, and personal.
That's why global and local brands alike are turning to a TikTok marketing agency, London, to facilitate collaborations, negotiate deliverables, and make sure content aligns with both the creator's personality and brand objectives.

3. Brands Using Celebrities for Marketing

Using TikTok for Marketing with Celebrity Collaborations

Celebrities offer unparalleled storytelling possibility, but all the magic happens when their content is in sync with brand identity. For example, a luxury beauty label might collaborate with an actress known for elegance, while a sportswear brand may partner with athletes or musicians who represent movement and energy.
TikTok for marketing works well when content feels like entertainment and not advertising. Successful collaborations have often featured:

• Behind-the-scenes looks: A celebrity showing how a product fits into their life.
• Participatory trends: Challenges or sounds that encourage fans to join in.
• Dual storytelling: Creator + brand working together to deliver humor, emotion, or a cause.

One really good example is Stormzy promoting an album using snippets of his recording sessions on TikTok. Rather than paid advertisements, the content became part of a wider cultural moment, which helped trend charts for both his music and TikTok itself.

TikTok Marketing for Events & Brand Moments

Event promotions have also used celebrity collaborations to their benefit. Whether it's promoting a film premiere, charity gala, or product launch, TikTok offers a way to amplify moments before, during, and after an event.
The audiences engage way more when the Love Island alumni create red carpet transitions or EastEnders actors share behind-the-scenes TikToks, rather than from traditional media coverage.
Brands that tap into these moments for a TikTok-for-marketing strategy see brand awareness, but also active participation: fans share, remix, and recreate content, giving campaigns a life of their own.

4. Challenges and Risks

For all the remarkable visibility that celebrity partnerships on TikTok might promise, they are not without issues, requiring careful treading for brands—and agencies—alike.

High Costs and Budget Considerations

Influencer endorsements can be expensive. Top UK TikTok creators or mainstream celebrities could charge thousands for each post based on their reach and exclusivity.
A TikTok marketing agency in London helps negotiate fair deals to make sure your investment aligns with realistic KPIs in terms of reach, engagement, and conversions. Without this structure, brands risk overspending on one-off posts that don’t drive ROI.

Potential Brand Mismatch

Every brand doesn't invite every celebrity. Misaligned collaborations can backfire, damaging brand reputation or confusing audiences. For example, a fast-fashion collaboration with a celebrity centered on sustainability feels inauthentic.
That's why the personality and audience audits are important before signing on the dotted line. Agencies play their role here, using analytics that match celebrities whose tone, values, and demographics align perfectly with brand identity.

Authenticity Maintenance

TikTok works on authenticity. The highly scripted or overly commercial posts flop. When celebrities act like marketers and not creators, the audiences switch off.
The solution? Let the celebrities have creative control, but subtly work in a brand message. TikTok marketing agencies know how to balance this equation: keeping it entertaining but not compromising on promotional clarity.

Case Example: How a British Beverage Brand Went Viral with a Celebrity

When a UK energy drink brand partnered with Tom Holland for a limited-edition campaign, they didn't produce a high-budget TV ad. Instead, they launched a TikTok-first campaign managed by a TikTok marketing agency in London.
Holland created a short, comedic video showing himself trying to open a bottle (and failing) after an intense workout, only to "recover" instantly after taking a sip.
The post received:

• Over 10 million views in 48 hours
• A 45% increase in brand searches within TikTok
• A 280% sales spike in less than a week

The success of the campaign lay in its simplicity: relatable humor, celebrity charm, and platform-native storytelling. Meanwhile, the agency handled targeting, paid amplification, and community engagement to keep the campaign going long after the post went live.

Conclusion

TikTok has become the stage where UK celebrities meet next-gen audiences, and brands are taking notice. From soap stars to sports icons, these personalities use TikTok not only to stay relevant but to define new marketing frontiers.
The takeaway for brands is clear: celebrity collaborations work, but they require strategy, alignment, and expertise. That is why partnering with a TikTok marketing agency in London is key.
Such agencies manage everything—from selecting the creator to the performance of the campaign—to ensure your investment translates into real engagement, viral reach, and measurable ROI.
If done well, influencer marketing on TikTok with celebrity creators is not mere entertainment but business growth driven by authenticity and influence.

Looking to partner with UK celebrities or influencers to make your brand go viral?

Partner with The Short Media, a leading TikTok marketing agency in London that helps brands craft powerful and performance-driven campaigns. From celebrity collaborations to full-funnel TikTok ad strategies, The Short Media makes sure your brand doesn't just participate in trends, it creates them. Reach out today and make your next TikTok campaign go viral across the nation.