The biggest social media trends of 2024
From brat to demure, we break down the biggest social trends of the year
It’s been a year of extremes on social media. Meta remains a dominant channel, with 83% of all social users maintaining a Facebook profile, but other platforms – and technologies – have transformed the digital landscape.
We break down the changing ways we work, talk and play on social media in 2024, and beyond.
The X-odudus from Twitter
We can’t talk about social media in 2024 without mentioning the radicalisation of X under Elon Musk. Right-wing trolls, misinformation and fake accounts have seriously undermined the credibility of this ‘global town hall’. For many, it’s been the push they needed to step away – the platform lost 2.7m active US users in two months.
It’s a good time for organisations to think about whether X remains the right place for them. Alternative online spaces could provide deeper engagement and a more valuable ROI, minus the toxicity.
The future is bright at Bluesky
Bluesky, a serious competitor to X, exploded in popularity at the end of 2024. The number of users has risen by 1,064%, from 254,500 to roughly 2.7m since early October.
As X’s traffic drops, the influx of journalists, politicians and news organisations to Bluesky is adding to this platform’s legitimacy. It hasn’t yet caught up with rival micro-blogging site Threads, but 2025 may see Bluesky fill the online void left by X.
Stay relevant by trend-jacking
You couldn’t spend time on social media this year without coming across the words ‘brat’ and ‘demure’. Charli XCX’s soundtrack of the summer and the ‘very demure, very mindful’ trend spread like wildfire, inspiring both memes and marketing campaigns.
Trend-jacking can boost brand awareness and open doors to new audiences, but there are a few golden rules to consider. Act fast to make an impact, stay relevant to your product or message, and don’t sacrifice your authentic brand voice for a viral moment.
Our blog contains more tips and tricks about how businesses can jump on micro-trends without undermining their core values.
The dominance of ‘dark social’
When was the last time you shared a meme or clicked on a link sent by a friend? It might feel like social media has created a society of over-sharers, but most conversations still take place on ‘dark social’ networks. Direct messages, emails, WhatsApp groups, forum posts and private Insta-stories are responsible for up to 95% of brand web traffic.
When it comes to private, human-to-human communication, out of sight doesn’t necessarily mean out of mind. Deep, valuable and authentic conversations are taking place on dark social channels. It can be tricky to track, but coded links and a solid social listening strategy can shine a light on these shadowy digital spaces. Brands can infiltrate closed networks by creating content which is designed to be shared.
Take risks and get chaotic
Posting on social media can feel like trying to make a speech in a room where everyone else is shouting. Capturing the attention of users is a challenge! To cut through the noise in 2024, social accounts should embrace the chaos, take (managed) risks, and challenge assumptions about their brand.
Hootsuite’s Social Media Trends 2025 shows that 43% of organisations have tried out a new tone of voice, personality, or persona on social in the last year.
The RSPB’s Bird of the Week series on TikTok is a great example of a brand which has engaged a new generation of supporters by making waves on the channel most used by Gen Z.
Users want to be 'edutained'
In 2024, social media users turned to their phones for entertainment in the same way that families used to sit around the TV. Video consumption is on the rise across all digital channels, with users watching an average of 17 hours of digital videos per week.
Research shows that ‘edutainment’ – material designed to be both educational and enjoyable – is the most engaging form of content. Comms teams should think about how they can present their stories in the most informative and attention-grabbing way, to stop users in their tracks as they scroll.
The best type of social media can feel like a conversation with a close friend. Unsurprisingly, people are more likely to engage with a human than an anonymous account. That’s why social media managers, influencers and brand mascots (we’re looking at you, Duolingo!) are increasingly acting as the ‘face’ of a business by presenting or recording voiceovers for video content.
Don’t write off Reddit
According to Forbes research, 24% of consumers now use social media sites as a search engine.
This has paid off in spades for Reddit, which has gained a reputation as one of the most influential platforms in the game. Google’s latest algorithm update gave it a boost in search rankings, and Reddit has now become the fastest-growing social media platform in the UK.
Aggressive selling techniques and clumsy marketing are given short shrift here. The focus is on building a community, and responding authentically to comments and questions. It can take time to build up an audience – Reddit is a marathon not a sprint!
AI is here to stay
There’s no escaping the creep of AI, and its usage is now widespread on social media platforms – for better or worse.
It’s not surprising that ‘slop’, a term used to describe low-quality, AI-generated copy, imagery and video, was a contender for Oxford University Press’s 2024 Word of the Year.
With the current expectation to post multiple times a day on multiple different platforms, using generative AI to handle the nuts and bolts of social media management is now standard practice within the sector. AI is the new normal, and comms teams are adapting quickly. According to Hubspot’s 2024 State of Marketing & Trends Report, 83% of marketers saying it helps them create significantly more content than they could without it.
That said, original, timely and relevant content will always be the gold standard. AI can help you keep up with the frantic pace of social media, but it won’t necessarily make your accounts stand out from the crowd.
Our team can help to hone your socials
Keen to up your social media game in 2025? Our team can help you to develop the stories you want to tell for digital spaces. Get in touch to learn more.
Photo by Nathan Dumlao at Unsplash
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