The Truth-Telling Trend That’s Striking a Chord (And What It Tells Us About What People Really Want).

You might have seen it doing the rounds on Instagram or TikTok. Bold posts with swipeable carousels or softly sarcastic Reels, titled something like:

"Propaganda We’re Not Falling For."

At first glance, it looks like another social trend designed to spark a few likes. But there’s something more going on here, and for those of us fascinated by brand building, communication, and how people respond to messaging, it's well worth a closer look. If you’ve read any of my other musings, you’ll know I’m knee-deep in a master’s exploring marketing and digital communication, and also dabbling in real-world consultancy work, too.  I find this trend fascinating because it captures a shift that’s been bubbling under for a while: a quiet revolt against performative content. So what is this trend, really?

A Quick Look at Where It Came From. It started, as so many things do, on TikTok. Creators were posting short videos calling out beliefs they no longer subscribe to. Sometimes humorous, sometimes political, often quite personal. The phrase “Propaganda I’m Not Falling For” is usually layered over a soft, looping track that gives it an unexpectedly thoughtful vibe. Then it began to evolve. On Instagram, and more recently LinkedIn, we’ve seen coaches, creatives, and small business owners give the format a fresh spin, using it to challenge lazy industry narratives and open up real conversations with their audience. It’s short-form content that feels real, reflective, and grounded. And it’s working, because it gets to the heart of something deeper.

Why It Resonates. This format doesn’t work because it’s clever or trendy. It works because it’s a quiet form of resistance. It pushes back against some of the most frustrating features of modern media: the polished nonsense, the endless hustle, the empty platitudes, and instead says, “Hang on. That’s not true for me.” And in a world where trust in brands and institutions is increasingly fragile, that kind of honesty really lands. From an Inside Out perspective, thinking about how internal culture and values shape external perception, it’s a great example of how truth-telling becomes a form of brand differentiation. People are drawn to individuals and organisations that know who they are and what they stand for, especially when they’re willing to say it out loud. As I explore in my master’s research, authenticity is no longer a nice-to-have. It’s become one of the most valuable tools in a communicator’s kit. But it has to be more than a tone of voice. It needs to come from a place of clarity and conviction, and that’s exactly what this trend taps into.

Some Examples in Action. Let’s say you’re a business coach. Your “propaganda” list might include:

• 10k months = success

• You have to sell high-ticket to be credible

• More content = more clients

Or you’re a fitness coach. You might challenge:

• No pain, no gain

• You have to look a certain way to be taken seriously

• Everyone should be chasing fat loss

The point isn’t to be controversial for the sake of it. It’s to clear space for better, more honest conversations. That’s where real engagement starts; not just online, but in the minds of your customers or clients.

How You Might Use It. This is one of those rare trends that’s as useful for internal brand alignment as it is for external messaging. You could use it to:

• Prompt a team conversation about what your business does (and doesn’t) believe in

• Refresh your content with a more values-led angle

• Position your brand more clearly in a crowded marketplace

• Open up dialogue with your audience about what matters to them

And because it’s simple and flexible, it works across platforms, from social posts to email campaigns to slides in a workshop. Here’s how it might look from where I'm sitting ...

Propaganda We’re Not Falling For (Inside Out Edition):

• Internal comms is just HR emails and posters

• Culture doesn’t matter if your marketing is strong

• Your team doesn’t care about the brand.
Reality check: If your people don’t believe the story, your customers won’t either. Brand building starts inside, with clarity and alignment, long before a single campaign goes live.

What It Tells Us About the Future. When we talk about future trends in media and communication, it’s easy to focus on technology or platforms. But shifts like this show that emotional intelligence and values are becoming just as important as reach or SEO. Audiences are tuning in differently. They’re not just looking for more content, they’re looking for meaning. They want brands and people who understand them, who listen, and who lead with honesty. And if we’re paying attention, trends like this can teach us a lot about how to show up better. Not just louder.