2024 Social Media Trends: Six Months in Review

I can’t tell you what’s going to be the next social media moment. Might be doing something else, if I could. But what I do know is that there’s a common denominator in so much that catches fire. Celebrities and pets, cultural debate and juxtaposition, theories and catchy phrases. So while you can’t plan virality with any certainty, chances are that the next big thing fits nicely into one or more of these lanes.

As such, here’s what caught my eye over the first half of the year.

Murder on The Dancefloor

Movies have always had a significant impact on social media, and 2024 is no exception. Saltburn, a critically acclaimed film released at the end of 2023, immediately captivated audiences worldwide. The complex film left viewers with more questions than answers, driving them to social media to discuss theories with other puzzled fans. Using Sophie Ellis-Bextor’s song “Murder on the Dancefloor” featured in a notable scene (iykyk), people began creating videos, raising questions and making parodies. The phenomenon of Saltburn exemplifies how social media serves as a community connection point – regardless of where a dialogue began. 

The Famous Miss Peaches

Animals have always held a special place in our hearts and on our social media feeds. This year, Miss Peaches has stolen the show. With a papa like Dave Portnoy, founder of Barstool Sports, Miss Peaches was destined for fame. Affectionately known as ‘Peachy,’ Miss Peaches is renowned on Instagram and TikTok for her playful antics, such as escaping her fenced Hamptons home and gnawing on her papa’s wallet. Once a rescue from Atlanta, this American pit bull has captured the internet’s heart, while also raising funds for the charity that rescued her. The popularity of Miss Peaches reminds us that in a world filled with negative news, light-hearted pet content offers a joyful escape.

I’m Looking for a Man in Finance

The power of social media is undeniable, as demonstrated by TikTok creator @girl_on_couch. After posting a video asking, “Did I just write the song of the summer?” she sang, “I’m looking for a man in finance, with a trust fund, six five, blue eyes,” in a catchy, Tomorrowland-inspired tune. This video quickly went viral, inspiring DJs to remix the original track and prompting other creators to share their own versions of what they’re ‘looking for.’ The trend transcended the digital realm, with mash-ups playing in clubs and flash mobs of male dancers donning the signature ‘man in finance’ uniform—button-downs, khaki pants, and vests—performing on the streets.

Brat Summer

Summer 2024 has been declared the season of ‘brat,’ inspired by music artist Charli XCX’s latest album, “Brat.” This trend embraces neon green, baby tees and a commitment to being genuinely and unapologetically oneself. Rooted in the coquette aesthetic, ‘brat summer’ resonates with younger audiences who are drawn to its raw, unfiltered authenticity. Although already popular, the trend was propelled to new heights after Charli XCX referred to presidential nominee Kamala Harris as ‘brat,’ prompting Harris and her team to embrace the compliment with gusto.

Less is More

This summer  has seen a significant cultural shift toward the #UnderconsumptionCore, with content creators promoting minimalist lifestyles and advocating for mindful purchasing. In an era where consumers are constantly urged to upgrade to the latest model, this ‘less is more’ mindset could profoundly impact marketing strategies. As social media feeds blend messages of minimalism with ads for the latest products, the contradiction raises intriguing questions about its effect on consumer behavior. The rise of underconsumption suggests a growing appetite for sustainability and thoughtful purchasing decisions, signaling a potential transformation in how brands communicate with their audiences.

As 2024 continues to unfold, these social trends provide some insight to what’s shaping our world. While these trends appear to come and go as quickly as the tide, a closer examination reveals common threads that tap into the core needs of consumers—threads that are likely to stay relevant well into the second half of the year and beyond.