What should brands post with the IM DOING SOMETHING trend?

Intense, focused cooking or prep in action Hands mid-technique (wok toss, knife work, plating with precision) A chef or maker fully locked into the craft Fast, skillful process footage that shows real expertise

IM DOING SOMETHING

Updated August 20, 2026

Food & Drink Humor

Example 10:05

View on TikTok

What is the IM DOING SOMETHING trend?

A trend set to the "stop stop, i'm doing something" scream from the I Think You Should Leave "55 burgers" sketch, used over footage of someone locked in and cooking with total focus. The overlay frames the brand deep in their zone of expertise, do not interrupt the process. Reach for it when you want funny, confident content about being a specialist mid-craft.

Where did the IM DOING SOMETHING trend come from?

The sound comes from the I Think You Should Leave with Tim Robinson sketch famous for the frantic "55 burgers, 55 fries" order, specifically the unhinged "stop stop, i'm doing something" outburst. TikTok lifted that line as the sound of being intensely, comedically locked into a task. In food content it became the score for the specialist at work: the chef, cook, or maker so deep in their craft that any interruption gets the scream. The comedy is the over-the-top focus applied to genuine expertise.