The White Rabbit trend on TikTok and Instagram refers to the videos that start with a happy or carefree moment, then the second clip is something sad or unfortunate.
It’s a new twist on the “She doesn’t know it yet…” format that was so popular several months ago. Even I made one of those videos!
Before the Rabbit Got Me
The previous trend started with a fun clip, like someone dancing or just enjoying life, along with the text saying, “She doesn’t know it yet…”.
The new White Rabbit Trend starts the same way but says something about a rabbit like, “the day before the rabbit got me,” or “48 hours before the rabbit got me.”
And the following clip is usually something sad, like a death, divorce, car accident or other life changing moment. Sometimes the “after” isn’t even shown but left implied.
These are not fun to watch! I kept seeing so many, that I ended up making my own, but made it kind of funny instead. See my video below:
The Meaning of White Rabbit on TikTok
So why a White Rabbit? It’s a reference to the rabbit in Alice in Wonderland. When Alice follows the rabbit down the hole, everything changes.
So, when the “white rabbit gets you” it’s something where everything is different from that point on.
The White Rabbit character is always running against time and guiding Alice into the unknown. That same symbolism shows up in the trend: the rabbit represents the moment when life shifts course. The videos often include ticking clocks, soft music, or slow-motion clips to emphasize how fragile and fleeting life’s calm moments can feel.
Because the original White Rabbit leads Alice into chaos, TikTok users use the phrase “the rabbit got me” to describe moments when their own everyday stability slipped into emotional upheaval.
I could have done a sad video as well but instead went with something mildly frustrating and relatable to anyone who crafts or sews. I don’t need to relive my saddest moments for TikTok views.
Why the Trend is So Popular
At its core, the White Rabbit trend taps into the universal feeling that life changes fast. The structure is simple, but the emotional impact is strong: contrast draws attention, and the underlying message is familiar to nearly everyone.
Many users see their own stories reflected in others’ videos, which is why the trend spreads quickly and draws millions of comments. Even though the format is short, the storytelling is rich — a reminder that one clip can hold a whole world of meaning.
What Creators Should Keep in Mind
Creators (and anyone on social media) using the White Rabbit trend often walk a delicate line. While sharing personal stories can create powerful connections, there’s also the risk of revealing private pain to a massive audience.
When handled thoughtfully, the trend becomes a way to share growth, healing, or awareness. It works because it’s not about shock value — it’s about honesty. (or in my case, humor)
Content creators and digital storytellers can take inspiration from this format by exploring themes of change, resilience, and the quiet moments before life shifts.
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