What should brands post with the Highlight reel vs reality trend?

Polished brand or product b-roll for the "highlight" cut Behind-the-scenes packing, shipping, or production footage for the "reality" cut Founder bloopers or outtake footage Workspace chaos or before-clean studio footage Candid team footage showing the unglamorous process

Highlight reel vs reality

Updated August 2, 2026

Lifestyle

Example 10:05

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What is the Highlight reel vs reality trend?

The format opens on a polished clip labeled "she really has her life together and a thriving business," then cuts to the unglamorous reality behind it. The contrast is the joke. Brands use it to show the chaotic, messy, or low-glamour work behind a finished product, a packed order day, or a campaign that looked effortless from the outside.

Where did the Highlight reel vs reality trend come from?

The "highlight reel vs reality" format on TikTok and Instagram Reels is a video trend in which creators show a polished or aspirational sequence, labeled with text such as "she really has her life together and a thriving business," before cutting to a contrasting clip depicting the chaotic or unglamorous reality behind that image. The broader conceptual ancestor is the "Instagram vs. Reality" meme, which dates to at least October 2012 when early side-by-side comparison images appeared on aggregator sites. A BuzzFeed sketch in October 2014 and a dedicated Reddit community launched in November 2017 significantly amplified the format, as documented on Know Your Meme. The specific small-business-owner application emerged organically on TikTok in the early-to-mid 2020s as creator-economy content grew, belonging to a cluster of self-deprecating "what people think I do vs. what I actually do" formats popular among small-business communities. No single originating video or creator for this business-focused variant has been documented on authoritative meme-tracking sources.