What should brands post with the Unfortunately I love trend?

Product b-roll paired with on-screen text list Lifestyle footage of an indulgent brand moment Close-up detail shots of a premium product or ingredient Behind-the-scenes of a labor-intensive process

Unfortunately I love

Updated August 2, 2026

Beauty Lifestyle

Example 10:08

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What is the Unfortunately I love trend?

Text-overlay confession trend synced to Bam Bam by Sister Nancy, where the creator lists things they love in spite of themselves: things that cost too much, take too long, or have no rational defense. The list format is the mechanic. Brands use it to lean into products that customers are irrationally devoted to, or to voice the founder's own obsessions with craft, ingredients, or process.

Where did the Unfortunately I love trend come from?

The caption-and-list format in which creators enumerate things they love without apology circulated widely on TikTok from at least 2024, with Joe Walsh's 1973 "Rocky Mountain Way" as its primary associated audio, accumulating over 300,000 videos by September 2025. The audio in this variant is "Bam Bam," a 1982 dancehall single by Jamaican recording artist Sister Nancy (Deidre Smith), recorded at Channel One Studios in Kingston and released on her album One, Two; the track samples Ansell Collins' 1974 instrumental "Stalag 17" and incorporates a chorus derived from the Toots and the Maytals' 1966 song of the same name. Billboard called it in 2016 "a strong contender for the title of most sampled reggae song of all time," and the 2024 documentary Bam Bam: The Sister Nancy Story, which premiered at the Tribeca Film Festival and received wider release in 2025, renewed mainstream attention to the original recording.