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.
I’ve said it before and I’ll say it again: TikTok trends are basically a live read on how everyone’s feeling in real time. And this month? It’s a mix of wholesome gratitude, identity play, and very self-aware humour (with a slight existential edge, naturally).
Here’s what popped up on our feeds in April and what it actually means.
Everything Hallelujah
Bieber is back, baby! What a time to be alive for millennials (and me, personally). Off the back of Bieberchella, Justin Bieber’s Everything Hallelujah is having a moment – and it’s one of the more unexpectedly wholesome trends we’ve seen in a while.
Creators are pairing the sound with simple visuals and on-screen text calling out things they’re grateful for, always landing on a “hallelujah.” It could be as small as an iced latte or as elite as nine hours of sleep.
It’s low-lift, but that’s exactly why it works.
Where brands fit: If your product sits in someone’s daily routine, this is your lane. Keep it simple, keep it real – overproducing this kills it instantly.
@sophadophaa this song + my @Tropeaka ♬ оригинальный звук – Itsmemoldir
AirPods Switch
A trend that feels like it was engineered for the algorithm.
Two people bump into each other, accidentally swap AirPods, and suddenly they’re listening to music that perfectly matches the other person’s personality. Cue curiosity, chemistry, and usually a bit of chaos.
Where brands fit: This is a clever way to show different audience types or use cases. Same product, completely different vibe depending on who’s using it.
@fabulatehq When two worlds collide.. Hamilton 🤝 Influencing Outcomes #airpodswitch #airpodswitch #trend ♬ original sound – Fabulate
Show Me Your Favourite Horror Movie
No actual horror movies in sight.
Instead, creators are responding with things like checking their bank account, early alarms, or realising they’ve run out of something they rely on. It’s dramatic, relatable, and slightly too real.
Where brands fit: Set up the “horror” then resolve it. It’s basically a built-in before/after narrative – just make sure the joke lands before the product does.
@jamiemarinos_Based on a true story♬ original sound – ʚĭɞ
Without vs With
This one is all about energy shifts.
Creators start still, expressionless, holding nothing. Then it cuts to them holding something they love – and their whole demeanour changes instantly.
It’s simple, visual, and weirdly satisfying.
Where brands fit: This is product marketing in its most TikTok-native form, just don’t overthink it.
@caylacrook_ Welcome to the family Rex🫶🏼#weeniedog #trending @Amir.marseli.7 ♬ original sound – 🐰🐰🐰
We Could Stay Here Or…
A softer, more reflective trend that’s been creeping in.
It’s a progression-style edit that moves from older clips to present day, showing growth – whether that’s in confidence, lifestyle, skills, or just general life trajectory.
Where brands fit: Any brand tied to transformation or long-term value can play here – but it needs to feel earned, not manufactured.
@mirandamckeonnever knew life could be THIS GOOD back then but I was determined to go UP!!!!!!!!♬ original sound – 432pa.hp
If there’s one thread running through all of these, it’s this: we’re moving away from highly polished, aspirational content and leaning into things that feel real, immediate, and human.
The trends that are cutting through aren’t the most complex, they’re the ones that make you go “wait, that’s sooooo me.”
