What Is ‘Propaganda I’m Not Falling For?’ Viral Trend Explained

What do Labubu Dolls, the “clean girl” aesthetic and ChatGPT all have in common? They’re all popping up in social media lists titled ‘Propaganda I’m Not Falling For’—a new trend that is rapidly growing on social media, with videos gaining millions of views.

The Context

The term “propaganda” is defined as “the spreading of ideas, information, or rumor for the purpose of helping or injuring an institution, a cause or a person.”

The “Propaganda I’m Not Falling For” TikTok trend has quickly amassed significant popularity online. The videos are often set to the songs “i think about it all the time” by Charli XCX and “Silver Springs” by Fleetwood Mac, and are comprised of predominantly young, female creators sharing lists of things they believe are propaganda.

Largely satirical, the trend sees creators list societal norms or marketing tactics they deem misleading, manipulative or problematic.

What We Know

One video, shared by TikTok creator Lxyzfbxx, has been viewed 1.4 million times as of Friday afternoon. Her list includes the “clean girl look,” “the normalization of OF [OnlyFans],” and “preventative botox,” among other things.

Another TikTok video from creator Mon Sharx, viewed 282,000 times as of Friday afternoon, listed “dating apps,” “Labubus,” and “Skinni-tok.” In addition, creator Beverly Heart posted a TikTok video, currently viewed 320,000 times, where she listed “calling women basic,” “one use face cloths,” and “face wash over $20.”

These lists include a variety of topics, with some things slightly jovial and others being more serious and are often related to the modern female experience. Be it beauty standards or workplace expectations, the trend sees creators critiquing elements of modern life, and different trends that they have been served on social media.

Many of these trends are polarizing in online spaces. While many social media creators will be pro Botox, others will be strictly against. The so-called “clean girl” aesthetic, which is a minimalist and natural fashion and beauty trend, has been applauded by some and derided by others and has long sparked debate online.

And the “Propaganda I’m Not Falling For,” has sparked a conversation online. The hashtag “propaganda” on TikTok currently has over 200,000 posts and the comment sections underneath most videos shows social media users either agreeing with the lists shared, or sharing their own, indicating that the trend is striking a chord.

The trend comes at a time where there has been a shift in dominant aesthetics and the kinds of content being promoted online. Eviane Leidig, author of The Women of the Far Right: Social Media Influencers and Online Radicalization previously told Newsweek that there has been a spike in content promoting traditional gender roles in recent years.

“Because this type of aesthetic is considered ‘apolitical’ and simply as lifestyle content, e.g. food blogging or health and wellness, it has greater reach and visibility while effectively serving as propaganda,” she told Newsweek over email.

The trend has also resonated in online fan spaces, with people sharing “propaganda” lists about their favorite TV shows and musicians.

A woman is seen holding her phone and an umbrella in Moscow on May 19.

AP Photo/Pavel Bednyakov

What People Are Saying

X user @moonrisemaxer wrote in a post viewed 57,000 times: “Propaganda I’m not falling for: Hating female characters for their character flaws but adoring male characters FOR having those same flaws.”

TikTok user @ellesenotsosectetlife in a video viewed 242,000 times: “Propaganda i’m not falling for: people believing girls wear makeup and dress up to impress boys… hating on people’s styles and interests.”