From chaotic humour to breezy visual edits, these five standout trends are taking over feeds and giving creators and brands alike new ways to show up. Here are our favourite creative picks for July and how to use them to make your content pop.
1. “Who Said That?” – Turning Inner Criticism into Comedy
This TikTok trend taps into our most unfiltered thoughts. Creators say something self-critical out loud — “Maybe I’m not working hard enough” and then sharply turn to the camera and say, “Who said that?”
It’s part self-roast, part confidence flex and entirely relatable.
Why it works:
- It’s funny, punchy, and low-fi
- Taps into vulnerability and inner monologue
- Super remixable and easy to recreate
Brand idea: Use it to flip outdated myths or show your brand overcoming objections. Bonus points for using internal team voices or real customer feedback.
@nariman.dein
2. Me With Money vs Me Without It – Splurge Culture in Action
This trend plays with the contrast between being cashed up and completely broke, but with a twist: no matter what side you’re on, you’re still buying it. Whether it’s a $7 oat matcha, a fresh set of nails, or your favourite face mask, the trend taps into the reality that some purchases are emotional necessities, not financial decisions.
Why it works:
- Relatable and funny, we all have that “one thing”
- Perfect for showcasing product loyalty
- Great use of quick cuts and visual contrast
Brand idea: Lean into the emotional value of your product. Position it as the non-negotiable, everyday splurge that people will always come back to. Whether it’s pay day or not.
@pokatovichalex Yes, it’s me
3. The Bobblehead Trend – Split-Screen Style Reactions
In this visual split screen format, creators film their head in the top half of the screen and outfits or styling edits in the bottom half. The result is a bobblehead-style reaction video that’s weird, wonderful, and oddly watchable.
Why it works:
- Visually fresh and eye-catching
- Low-effort, high-engagement
- Great for combining reactions and outfit reveals in one frame
Brand idea: Use this to show off product versatility, outfit builds, or creators reacting to styling their own looks. Works well for fashion, beauty, and lifestyle brands.
@ririqueen1996 Obsessed with this bobble head trend ~ 🤩 Had to try it out for my recent trip 🇭🇰 #bobblehead #trend #vacay #hongkong #fitcheck #vacayoutfits #travel #fy
4. Sharpie on the Screen – Writing on Your Reel
This Instagram and TikTok trend is seeing creators literally draw or write on their videos, adding handwritten-style sharpie text, arrows, and doodles. It’s mostly seen in OOTD (outfit of the day) content. Creators circle clothing pieces, add DIY captions like “$15 Kmart find” or just write OOTD in bold Sharpie-style lines.
Why it works:
- Breaks the fourth wall with personality
- Feels raw, real, and creative
- Adds humour or commentary without a voiceover
Brand idea: Encourage creators to “annotate” their content using this trend, calling out key details, insider tips, or hidden features in their own handwriting.
@leejaaaay Fit check!! #womensfashiontrends #outfitideas #streetwearstylegirls #ootd #fashiontiktok
5. Random Fridge Pulls – Chaos in the Chiller
One of the most unhinged trends of the month: creators stitch together clips of themselves and friends pulling completely random objects out of their fridge. It started with food, but quickly escalated to dogs, house plants, socks, toddlers and more. It’s collaborative, unpredictable, and always entertaining.
Why it works:
- Chaos = comedy
- UGC-friendly and remixable
- Everyone has a fridge, but no one expects what’s inside
Brand idea: Use this to show the unexpected ways your product shows up, or invite creators to take part in a branded remix. Especially fun for food, beverage, or kitchen-related campaigns.
@stephaniepena__ Hahaha this is my favorite video 🤣🤣🤣
Final Takeaway
This month’s biggest creative trends are all about contrast, personality, and low-lift, high-humour formats. They offer simple ways for creators to show up authentically and for brands to join the conversation without overproducing.
Want help building out creative briefs or finding the right creators to bring these formats to life? Let’s make your next campaign trend-worthy.