Each month on B&T, Fabulate’s head of strategy and talent, Lucy Ronald, breaks down what’s trending on TikTok – and more importantly, why it matters.
In May, TikTok reminded us that attention is a strange thing. Users became obsessed with horror films, thriller movie audio took over the platform, and a pastry sparked more workplace debate than most federal policies. Here are the trends that owned the For You Page this month.
Here’s what was everywhere this month:
“My Top 5 Horror Movies”
Spoiler: none of these are actual films. Creators have been ranking their most terrifying real-life moments – things like forgetting why you walked into a room, or hitting 1% battery with no charger in sight – over everyday B-roll footage. The comments sections have essentially become support groups. Turns out relatable dread is the content format of the moment, and it’s never performed better.
@jadamichaelaascariest of them all♬ original sound – 𝘑𝘶𝘭𝘪𝘶𝘴
The “Apex” Audio Trend
A snippet of audio from the new thriller film Apex has completely blown up across social platforms. The sound has creators lip-syncing in the most wildly varied contexts imaginable: grannies in nursing homes, office workers reacting to yet another unnecessary meeting, you name it. The beauty of this trend is its versatility. If you’re a brand looking to jump on it, the bar to entry is low and the creative ceiling is high.
@fabulatehq What’s the matter Chloe? I thought you liked danger 🤨 #apex #trending ♬ original sound – nadiia.25
Dot Cakes: The Trend Dividing the Office
(Trigger warning: this one might upset you.)
The trend that has completely split opinion: dot cakes. It started at a bakery in New York and rapidly took over TikTok, with creators everywhere recreating these colourful, sprinkle-covered confections. Some are loving the nostalgic birthday cake energy. Others… are not. The debate rages on: is this a charming celebration of childhood joy, or just a cake with a lot of sprinkles? I’ll let you decide.
@lobblexiBaby we got dot cakes at home♬ A sprinkle of happiness – asa palette cafe
“That’s My Why”
This one hits different. Creators open with a sincere-sounding intro – “This is my partner, we’ve been together for two years…” – before listing all the things they do for them. It ranges from genuinely sweet everyday acts to hilariously specific habits. The video always closes with “that’s my why,” turning even the most mundane relationship moments into something weirdly emotional. Or utterly unserious. Sometimes both.
@jamiejunee I asked him one time if he wants help and he said the only thing you need to carry is the weight of being the prettiest girl ever. #thatsmywhy #boyfriend #thatsmywhytrend #mywhy #fyp ♬ original sound – €
“When My Sister Asks for My Netflix Password”
We’ve all lived this moment: the text arrives at the worst possible time. Creators are leaning into that contrast hard – cutting to footage of themselves mid-hike, in a helicopter, or struggling under ten grocery bags – all while receiving the most banal of requests. The humour is entirely in the gap between the mundane ask and the chaotic situation. Simple premise, huge relatability.
@riley.hemsonjust yeah no worries♬ оригинальный звук – Lyrics
“My Camera Roll Is Getting Full”
This one starts with a confession we all recognise: “My camera roll is getting full, I should probably start deleting some videos.” Then comes the clip – something so wholesome, funny, or beautiful that the creator simply cannot bring themselves to delete it. The conclusion is always the same: just pay for more iCloud storage. Incredibly wholesome, deeply relatable stuff.
@tangy_nutzThe videos I’ll look back on once I’m gray.♬ original sound – 🦋~E~🦋
“Good for You” in Different Tones
Think you might have what it takes to be an actor? This trend is your audition. Creators film themselves – usually with a friend – delivering the phrase “good for you” in four distinct tones: supportive, disappointed, sarcastic, and flirty. It’s mostly a difficult watch. But it’s also genuinely funny, and the comment sections are full of people either impressed or deeply concerned for the friendships on screen. Keep at those acting dreams, everyone.
@fabulatehqOnly ever supportive in this office girls♬ original sound – Fabulate
What was your favourite trend? Tell us on B&T’s own TikTok account.
@bandt.com.au Marketing hot takes with @Showpo @Jane Lu @Adobe. #marketing #podcast #showpo #bandt #hottake ♬ Dracula (JENNIE Remix) – Tame Impala & JENNIE
