The Brief: An easy-to-replicate meme is spreading on TikTok in which someone submerges a paper towel in water to reveal a 'hidden' message.

Bluesquiggle
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TikTok’s Paper Towel Challenge can be completed by writing a message on a folded paper towel with a Sharpie and including a surprise addition to the message beneath the top fold. Then, by submerging the paper towel in water, the full message is revealed. These memes typically start with something that seems to be positive or a compliment but turns out to be quite negative. Paper Towel Challenge videos are often set to a clip from the song “Someone You Loved” by Lewis Capaldi. 
Reminiscent of SBEVE memes, these TikTok videos play on the idea of including hidden messages within seemingly innocuous ones. At the time of writing, videos associated with the hashtag #PaperTowelChallenge have been viewed over 26.5 million times on TikTok and the trend was featured on the app’s Discover page in the United States. 

#PaperTowelChallenge

@jaimesolizShow your friends how much you love them ##foryoupage ##fy ##fyp ##foryou♬ Originalton – qwestar

Welcome to the friend zone…

@aydonholleyTag someone who needs to be reminded😂♬ Originalton – qwestar

@ericstrukI’m sorry I had to break the news to you today😢♬ Originalton – qwestar

@dadadadadadarciethis took courage to tell you all but…. 😭😭😭😭😭😭😭 ##fyp ##fypage ##foryoupage ##foru♬ Originalton – qwestar

@codylmaoooThe best one yet… ##ifeellikeimguccimanein2006 ##guccimane ##papertowelchallenge♬ Originalton – qwestar

@quindevannyShit slaps with Turkey ##fyp ##foryou ##xyzbca♬ Originalton – qwestar