Lucy Ronald, Fabulate’s Head of Strategy and Talent, looks at TikTok over the past month.
In May, it was all about the propaganda I’m not falling for, the co-workers who were playing too much at work, 10 year photo comparisons and the moments of drama or major declarations.
The trends:
1. “Propaganda I’m Not Falling For”
Mood: Satirical, aesthetic, often petty (in the best way)
Sound: Charli XCX – i think about it all the time
This trend lets creators call out modern myths, pressures, and everyday “truths” that we’ve been lowkey gaslit into accepting. The tone flips between sincere and hilariously petty - making it perfect for brands that position themselves as disruptors or offer a better way.
Think of it as modern resistance in meme form.
How to Use It:
● Use the Charli XCX audio or other nostalgic/haunting sounds
● Keep the visuals simple: a moody selfie, quiet background, or soft video loop
● On-screen text lists the “propaganda” you’re calling out
● Decide your tone and stick with it: full satire, full serious, or a mix for contrast
?q=propaganda%20i%27m%20not%20falling%20for%20meme&t=1748406099590@didonatoemily No further questions
♬ My Life - Billy Joel
2. “When You Play Too Much at Work”
Mood: Workplace comedy meets generational divide
Sound: Someone to Call My Lover – Janet Jackson remix
This skit-based trend plays on the difference in workplace cultures, especially between Gen Z and Millennials. A Millennial manager innocently throws up two fingers to suggest a 2pm meeting... Gen Z sees it as a ✌️ peace sign and thinks they’re just vibing. The punchline? Gen Z being accused of “playing too much” when it’s all just a misunderstanding.
How to Use It:
● Act out generational office interactions with an exaggerated twist
● Use captions like: “When your Millennial boss says 2pm but you think it’s ✌️”
● Show how a Gen Z response escalates the situation
Brand Tip: Great for B2B brands, work apps, or anyone targeting young professionals and playing into that relatable 9–5 content space.
@fabulatehq Who else can relate? 😅 #trending #workbestie #genz #millenial
♬ someone to call my lover - ℬ
3. “You’re So Dramatic”
Mood: Tongue-in-cheek, gender role reversal
Sound: No specific track - trend is caption-driven
This trend flips the age-old stereotype that girls are the dramatic ones by putting the spotlight on just how extra guys can be - when they score a footy goal, when they yell at the PlayStation, or when they hype up their mates with Oscar-worthy performances.
How to Use It:
● Film an OTT moment from a boyfriend/husband/friend and caption it “You’re so dramatic”
● Common setups: kicking a footy like it’s the World Cup, celebrating with full-body jumps, yelling “YESSS BRO”
Brand Tip: Perfect for sports brands, betting apps, energy drinks, or even relationship/therapy content. It plays well with humour and casual, slice-of-life storytelling.
?q=you%27re%20so%20dramatic&t=1748406162394@ccpryor ♬ original sound - Taylor ⚡️
4. “The Photo I Hesitated to Take vs. The Photo I Posted 10 Years Ago”
Mood: Nostalgic, real, glow-up-core
Sound: Varies (Lo-fi, soft indie, or 2010s-era hits)
This trend showcases the evolution of self-image and social media confidence - juxtaposing the polished, overly-considered photos we post today with the carefree (and often chaotic) photos we used to throw up without a second thought. The underlying message? Maybe we were better off before the pressure kicked in.
How to Use It:
● Share a photo you hesitated to post recently
● Compare it to a wild, goofy, or unfiltered post from 10 years ago
● Use a relatable caption like “Bring back this version of me”
Brand Tip: Especially resonant for fashion, beauty, nostalgia-led CPG brands - even mental health content.
?q=the%20photo%20i%20hesitated%20to%20post%20today&t=1748406186953@mesciatwins this isn’t even the worst, just cringed too much to even watch the others 😂😂😂😭😭😭
♬ I will be watching you - agatha?
5. “What the New Flame Beat Says”
Mood: Empowering, punchy, declarative
Sound: New Flame instrumental (Chris Brown ft. Usher & Rick Ross)
This trend lets creators use the beat drop as a moment of declaration - like it’s the soundtrack to a boundary, a flex, or a life truth.
Examples:
● “The beat says: take your PTO”
● “The beat says: let your wife build the garden”
● “The beat says: no more dry shampoo”
How to Use It:
● Use the instrumental
● Format your on-screen text like a command or declaration
● Keep it short and punchy, one thought per video
Brand Tip: Ideal for challenger brands, workplace wellness, or anytime you want to say something bold and shareable.
@estellelebourgeois_ song said it not me 🤭 #girls #earringstack #earrings #jewerly #jewerlystack #piercings #piercingtok
♬ New Flame (but I promise you) (feat. Usher & Rick Ross) - Chris Brown
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