Scottish singer Lewis Capaldi has taken James Blunt’s self-effacing approach towards social media and really run with it. His Twitter and Instagram feeds are full of images of himself that are far from airbrushed and contain posts like “I’M MY OWN FAVOURITE ONE HIT WONDER” which fly in the face of how a pop star is supposed to present themselves online.

Tongue firmly in cheek, his latest wheeze is to try to become King Of TikTok, urging fans to make him the most-followed pop star on there. Naturally the related hashtag is #kingoftiktok.

“I’m quite new to TikTok, but it’s one of the best apps I’ve come across,” he said in a statement. “I find TikTok hilarious and what I love the most is the fact that people don’t take themselves seriously; you can be yourself and people will love you for that.”

In a video message on the app he says, “Here are some reasons that I should be named the King Of TikTok: 1) I am the King Of TikTok; 2) devilishly handsome; 3) have I said I was handsome?; 4) I can do a lot in 15 seconds – trust me, ask my ex.” He already did the #FindingLewis challenge on the platform where he got fans to submit videos of him showing up in photo form in unusual places such as a hotel room and a toilet.

So will this new push make him King Of TikTok? Absolutely not, especially given that he currently has 558.8k fans on the app after a few months while BTS just opened their channel and got over 2.2m followers in the first day. Yet that’s not really the point. He knows he’s never going to be King Of TikTok, but he will have a lot of loyal subjects there.

This is all about a pop star who revels in the inherent ridiculousness of pop stardom and social media bragging finding his rhythm on a new platform and making it bend to him rather than the other way around.