Trauma Trends: Why We Can’t Look Away & How Brands Can Tap Into Them

If you’ve spent even five minutes on TikTok lately, you’ve probably seen it, someone staring into the camera, the chorus of She Looks So Perfect by 5 Seconds of Summer (I'm okay with this I LOVE 5sos) playing before they hit you with a gut punch: “You’re so funny.” “Yeah, because [insert deeply traumatic life event here].”

It’s dark. It’s raw. And yet, it’s weirdly comforting. This isn’t new, towards the end of last year, Pepe the Prawn from The Muppets was the star of another trauma-dumping trend. People shared their deepest, sometimes absurdly tragic, life experiences over an image of Pepe, and the internet was captivated, not by the meme itself, but by the unfiltered humanity behind it.

Pepe the King Prawn

Why Do These Trends Work?

At their core, trauma trends work because they tap into something deeply human: shared experience. The internet has always been a place where people seek connection, but the way we connect is shifting. We’ve gone from overly curated, picture-perfect Instagram aesthetics to something more honest, more self-deprecating, and sometimes, much darker.

Trauma trends thrive because:

• They validate lived experiences. People see themselves in others' stories and feel less alone.

• They use humour as a coping mechanism. Dark humour is a lifeline, and these trends offer a space to laugh through the pain.

• They build community. The comment sections on these videos? A masterclass in mutual support and ‘same bestie’ energy.

Can Brands Use Trauma Trends?

Short answer: Yes, but carefully.

Not every brand can (or should) dive into this space. If your brand voice is light, polished, and professional, this probably isn’t the vibe. But if you already lean into raw honesty, dark humour, or emotional storytelling, there’s an opportunity here.

For brands that thrive on authenticity and connection, participating in these trends, when done thoughtfully - can:

• Humanise your brand. People relate to people, not faceless businesses.

• Encourage engagement. These trends naturally spark conversation.

• Show vulnerability. If your brand has a story that fits, sharing it can build trust and reliability.

How to Get It Right

• Know your audience. If they already engage with dark humour and raw storytelling, you’re in a good place.

• Stay authentic. Forced vulnerability is worse than no vulnerability at all.

• Don’t exploit trauma. If your brand doesn’t have a genuine story to tell, don’t fake one for engagement.

  
  

Trauma trends are proof that people crave real, unfiltered connection, even if it comes wrapped in humour. If your brand has that kind of voice, there might just be an opportunity to connect in a way that’s meaningful, memorable, and yes, maybe a little dark.

Would you ever consider using a trauma trend for your brand? Let’s talk about it!