Each month, Lucy Ronald, Fabulate’s head of strategy and talent, looks at what’s trending on TikTok and breaks down why it is taking off on the platform.
September was full of the kind of trends that remind us why TikTok is such a joy to scroll.
It wasn’t about heavy culture commentary or complex formats – this month leaned into light-hearted, easy to grasp ideas that anyone can jump on. We saw creators confessing guilty pleasures, group games that had coworkers doing your work for you, and even a nostalgic children’s show making a comeback with an AI twist.
It’s proof that sometimes the simplest formats are the ones that land the hardest – and for brands, that means easy, playful entry points that don’t feel try-hard.
Here are the key trends shaping September:
Unfortunately I Do Love…
This one’s all about calling out your guilty pleasures – the things you really shouldn’t love but definitely do. It’s self-aware, funny, and instantly relatable because everyone has that one thing they can’t resist. For brands, it’s a dream because it flips indulgence into something to celebrate. Whether it’s beauty routines, snacks, or lifestyle habits, this trend lets you lean into the idea that “we know you can’t help yourself”.
@marthaawalshlike sue me x♬ Rocky Mountain Way – Joe Walsh
Clinkers Challenge
A true throwback moment – the Clinkers chocolate challenge has creators biting into the candy, revealing the colour, and then following through with a playful dare. The best part is the suspense and group reactions, which make it both fun to film and fun to watch. For brands, the hook is in the shared energy: it’s a group activity with a big payoff, which means it can be adapted to almost any product or category that fits into playful, social moments.
@remmiebyrileyshe will need that $50 to book our next trip xx♬ original sound – REMMIE
I Know Ball
This trend is all about the clapback. It starts with “When people think I don’t know (topic)…” followed by the big reveal: “Trust me. I know ball.” It’s confident, funny, and perfect for showing off expertise or transformations. Brands can use it to shut down doubts in a creative way – whether that’s showing dramatic before-and-afters, proof points, or simply flipping misconceptions into mic-drop moments.
@kaci_shiersOh I know♬ plug walk remix – julian
Life With Her
A wholesome one (and a personal fave this month) – this trend shows how life changes with “her,” whether it’s a partner, a best friend, or even a pet. It’s heartwarming, a little nostalgic, and always gets people in the feels. For brands, it’s a natural way to tell stories about connection and transformation, showing how life becomes better, brighter, or just more fun when your product is part of the equation.
@andy.and.michelle Thank you for bringing so much life into my life bubs ❤️ IB:@🌻Meg and Jack🌻 #andyandmichelle ♬ Planetarium – Justin Hurwitz
…Holic
A simple but addictive format: just add “-holic” to whatever you can’t get enough of. Snack-holic, scroll-holic, overthink-holic – it’s easy, funny, and endlessly adaptable. The beauty of this one is that it practically writes itself. For brands, it’s the perfect opportunity to lean into the idea of obsession in a tongue-in-cheek way, spotlighting the things people can’t live without (aka your product).
@jazhandCEO of blind tagging x
Charlie and Lola
The nostalgic cartoon is back – but this time with an AI spin. Creators are showing off their outfits and then generating a little “Charlie and Lola” style version of themselves in the corner, creating a funny, whimsical side-by-side. It’s equal parts cute and clever, with nostalgia giving it an extra layer of charm. Fabulate even jumped in with our own version, proving how simple but effective the format can be. For brands, it’s a great way to play with nostalgia while showing personality – whether that’s through fashion, lifestyle, or just a light-hearted “mini me” moment.
