The phrase what the actual f is a cut off version of a common profane expression of disbelief that has circulated in spoken slang long before short form video. Online, the hesitant umm version became useful because the unfinished ending works in more places and gets the same reaction without completing the swear. Creators pair it with freeze frames, zoom ins and clips like oh my god, wow to mark moments that feel absurd, unexpected or impossible to explain in a normal response.