Trend Spotting – What We Spotted [JUNE EDITION]

Want to stay relevant on TikTok and Instagram Reels? You don’t need to reinvent the wheel — you just need to ride the right wave.

Every month, we keep our finger on the pulse of what's trending across platforms. These trends are not only fun, but they’re also strategic tools your brand can use to connect with audiences in fresh, engaging ways — powered by our creators.

Here’s what brands should be paying attention to this June:

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🤔 Trend 1: Propagandas I’m Not Falling For

What is it?
This trend humorously rejects common social norms, lifestyle expectations, or popular advice. Creators list their thoughts and ideas with punchy audios to create satirical, sometimes thought-provoking, content.

However, some creators use the phrase “Propagandas I am falling for” to showcase niche preferences and guilty pleasures, offering a two-way narrative brands can play into.

How Could It Work in a Campaign?
This trend is perfect for poking fun at outdated industry beliefs or exaggerated product expectations. For example, a skincare brand might debunk the myth of needing a 20-step routine by spotlighting a simpler, more effective product. By blending humor with relatability, brands can demonstrate value without sounding preachy.

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😱 Trend 2: #HolyAirball

What is it?
This trend thrives on subverting expectations. Users present a stereotype or assumption in the first part of the video, then reveal the reality in the second half. Often funny, shocking, or oddly specific, it’s perfect for narrative twists.

How Could It Work in a Campaign?
Use this trend to challenge assumptions about your product or industry. Start with a widely believed misconception, then flip the narrative with surprising facts, behind-the-scenes content, or real user experiences, overlaying #HolyAirball over them. This adds depth, humor, and memorability to your brand storytelling.

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😙 Trend 3: Why Would I Want To

What is it?
This trend highlights self-worth, boundaries or personal growth that comes with a hint of sass, irony, or empowerment. Creators post rhetorical questions such as “Why would I want to stop doing my best?” that reflects a shift towards self-respect and unapologetic confidence.

It’s a relatable, expressive trend that resonates with audiences by turning everyday frustrations or realizations into punchy, shareable moments.

How Could It Work in a Campaign?
Brands can use this trend to highlight their values by flipping common consumer frustrations into confident, empowering statements. By echoing the trend’s tone of self-assurance and clarity, brands can position themselves as the smart, modern choice.

Whether it is avoiding long waits, choosing quality, or rejecting outdated norms, this approach resonates with audiences who value authenticity, self-awareness, and bold decision-making, making it ideal for short-form video content that feels both relatable and persuasive.

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Why This Matters for Your Brand

Social trends evolve fast. But with the right creators and creative strategy, your brand can stay at the center of culture instead of playing catch-up.

At Xamble, we don’t just match brands with creators, we activate campaigns that feel native to the platform and genuinely connect with audiences. Whether you want to build awareness, engagement, or drive conversions, we’ll plug your brand into the right moment with the right voices.