If you’ve spent more than 30 seconds on TikTok recently, you’ve likely heard someone declare: “Propaganda I’m not falling for…” From matcha to gut health, situationships to Samsung phones, creators are calling out the mainstream narratives they’re tired of being sold. The tone is playful, sometimes petty, sometimes powerful, but always personal.
What started as a comedic list of “hot takes” has turned into something more reflective: a window into shifting consumer attitudes and a rejection of default cultural norms.
Why it matters for brands
This trend taps into consumer resistance, and that’s something every brand should be paying attention to. It reveals what people are questioning, rejecting, or rethinking. It also opens a space for conversation over conversion, and gives brands the chance to listen, not lead.
It matters because:
- Audiences are looking for self-aware brands, not ones pretending to be perfect
- Transparency and choice are key. People want to know what they’re opting into (and out of)
- Cultural context is moving fast, this trend helps brands stay in touch with what consumers are “really” thinking
This is “not” the moment for defensive marketing. It’s a chance to show you’re paying attention, and willing to laugh at yourself.
How creators are using the trend
Creators are listing their personal “I’m not falling for this” items, often delivered deadpan or with dry humour. The lists range from light-hearted to pointed social commentary.
Examples might include:
- “Propaganda I’m not falling for: matcha, running marathons, gut health drinks, being a ‘girlboss,’ and Samsung phones.”
- “Propaganda I’m not falling for: situationships, tracking my food, 5am workouts, and Labubu slander.”
The tone is:
- Personal
- Slightly rebellious
- Intentionally non-trendy
This is all about opinion as content and it thrives when creators feel free to be honest. Even if it goes against the grain.
How brands can leverage the trend
You don’t need to be the butt of the joke to participate. In fact, smart brands can use this trend to show self-awareness, spark genuine engagement, or even invite playful debate.
Ways to brief creators:
- Encourage creators to include your product as something they “are” falling for, as a counterpoint in their list
– “Propaganda I’m not falling for: overpriced skincare, 10-step routines… but I “am” falling for [your brand].” - Play into the joke with confidence.
– A brand can stitch or duet a video where they’ve been called out and respond with humour or a wink. - Invite your community to share their own “anti-propaganda” lists.
– Use the trend to spark a campaign about choosing what works for you rather than following the crowd. - Use it for myth-busting content
– “You think we’re part of the propaganda? Here’s the actual story.”
Example executions
- A skincare brand partners with a creator who says:
“Propaganda I’m not falling for: 12-step routines, snail slime serums, and face icing. But this [brand] moisturiser? Actually works.” - A beverage brand makes a self-aware post:
“Propaganda you shouldn’t fall for? That we taste like grass. We don’t. Try us.” - A food brand duets a video saying
“Propaganda I’m not falling for: tracking every calorie” with a caption: “Us neither. Just enjoy the damn snack.” - A fitness brand flips the trend with:
“Propaganda I am falling for: walking, stretching, feeling good instead of punishing myself.” - A fast food brand duets a creator saying, “Propaganda I’m not falling for: $25 kale salads.”
Caption: “Exactly. Come get some fries, no leafy disappointment here.”
Key takeaway
This trend is a reminder that not every product or idea is for everyone, and people are okay with that. For brands, it’s a chance to lean into honesty, embrace nuance, and show that you’re listening. Even when the crowd is sceptical. It’s not about selling the dream. It’s about being real about what you actually offer.