‘Roll your eyes if you want, I'm a star': TikTok to hold first awards show

Aly Meghani, one of the fashion and beauty nominees agrees, and says: "From the outside, content creation might seem easy, but there’s so much effort, time, and thought that goes into it."

Meghani, who also has a fulltime job and does content creation in his spare time, says the awards "shed a light on our dedication and gives us the recognition we deserve".

He adds that his content "helps break stereotypes" and his videos are more than just fashion inspiration, but instead "inspire people to truly be themselves".

Melissa McFarlane, head of operations for TikTok UK, Ireland & Nordics, says the awards celebrate everything from "science experts shining a light on STEM subjects, to literature lovers sharing their favourite book recommendations".

"When you take a step back and think about the impact TikTok communities are having on reading, on the way we cook, even on the way we learn, it really is significant and deserves to be recognised; especially when most creators are just creative individuals with a passion," she adds. "Their contribution goes well beyond just 'influence.'"

The UK awards are one of 20 happening globally this year and each award celebrates people in various categories including food, music, entertainment, beauty and fitness.

While there are the nominees who create the usual get ready with me content or day in the life pieces, there are also those that have carved out a particular niche that shows how they're "changing the industry", according to Meghani.

Some of the nominees with perhaps the most niche content include: