Social Buzz: 2024 Wrapped and 2025 Predictions

Written By Charisse Han

Cut! 🎬

And just like that, 2024 is in the rearview mirror! With the whirlwind of social developments we’ve witnessed this year, it’s easy to feel a bit dizzy! Don’t worry — we’ve got you. In this issue, we recap noteworthy 2024 social media updates, highlight new ones that squeezed their way in at the last quarter, content trends that buzzed, and what we should expect going into 2025. 

Cue the drama!

RECAP of social media changes that rocked 2024

TikTok’s AI Genie in a bottle…🧞

TikTok introduced Genie, an AI chatbot for Western audiences, and it’s anything but basic. Genie handles real-time customer support during live streams, hosts multilingual virtual streams, plays interactive games and even generates content ideas for creators. While Asia hasn’t seen Genie yet, we’re keeping our eyes peeled.

Let’s talk Instagram Stories
Instagram also opened public commenting on Stories, letting users share opinions directly within the community.  
But why stop there? 

Putting the ‘Unity’ in Instagram ‘Community’ 🫂

Late this year, Instagram launched “Chain, " allowing users to collaborate by attaching their content to a “Chain”-enabled post. With Chain-enabled posts, multiple users can attach content to a shared topic, creating a chain effect. Whether this update is for fun or brand campaigns, this feature boosts engagement and fosters connections.

LinkedIn Allowed Direct conversations for all

Previously only available to select users, LinkedIn expanded two-way messaging to all, enhancing communication between brands and audiences. 

LinkedIn embraces the short-form video content craze…aka, the TikTok effect. 

The app recently integrated short-form videos into the platform — think TikTok, but more professional. Whether it’s office tours or “day-in-the-life” clips, brands and organisations can now captivate audiences with snappy, engaging videos. LinkedIn recommends keeping videos under two minutes but over 15 seconds to maximise their exposure. 

Meta’s AI meets voice recognition

It’s been a huge year for Meta AI. The company let users interact with its AI using voice commands, complete with celebrity voice options. Imagine chatting with The Rock! 

2024’s Latest Social Media Updates

TikTok gets chatty 💬

Job recruiting on TikTok?

Employers are thinking outside the box with their recruitment strategies! Under the hashtag #SGjobs, TikTok users can find open job opportunities alongside glimpses of workplace culture. These creative videos make job applications less intimidating for GenZ’s and younger Millennials and open the door to younger, social-media-savvy audiences.

For advertisers, TikTok unveiled Gross Merchandise Value (GMV) Max Ads in Singapore and other regions of SEA, to simplify campaign management. This feature optimises performance based on your campaign’s ROI target and the daily budget, sourcing content from your TikTok shop and brand accounts. While GMV Max is best for well-established products, it’s a game-changer for scaling creativity without micromanagement. 

Instagram’s glow-up era?✨

Twice the photos, double the fun!
Better late than never! Instagram users can now post up to 20 photos in a carousel, up from 10. This August update was a hit, making it easier to share that epic vacation or event highlights!

‘Social Library’ in the works?📚

Instagram is brewing up a contemporary feature titled “Social Library,” which serves as a compilation of everything you’ve ever shared or received in a chat thread. Never lose track of those funny memes or inspiring Reels again!


LinkedIn leans into the fun 🎮

LinkedIn gets playful🎮 with its installation of not one, not two, but four in-app games. 

The launch of Queens, Crossclimb, Pinpoint, and Tango, has done much to keep users engaged and enhance playfulness in what has been viewed as a staid app. In a bid to further amplify the hype, in the latest release of Tango, users can compare scores with the general public, their community… even their CEO. Talk about bragging rights!

Meta gets Audible🔊 

Image-generating AI and conversing with customers

Meta AI also analyses and edits images based on word prompts, seamlessly blending visual and auditory tools. Plus click-to-message ads on WhatsApp and Messenger now feature AI-driven responses, streamlining customer interactions and allowing companies to focus their energy on innovation.  


YouTube Shorts shake up 🚨

Dislike button relocation

To make room for an as-yet-unreleased “save” feature, YouTube has moved the “dislike” button to the 3-dot menu. The “save” option will allow users to bookmark Shorts for later viewing.

Extended Shorts length and remix tools 

Creators can now upload up-to-three-minute-long Shorts and use a remix feature to repurpose audio or formats from existing Shorts. While this could be good news to creators, as it simplifies the creative process, it could also potentially lead to repetitive content.

Content Trends

The Pop Princess Takeover 🧚

2024 was a huge win for the pop girlies. From Charli XCX’s “Brat Summer” to Sabrina Carpenter’s viral album, which has singlehandedly supplied TikTok creators with audio for months, the year was all about women owning the stage — and it’s looking like these powerhouses are here to slay in 2025!

Why brands should care: Brands can stay relevant especially with Gen Z by engaging in these cultural moments. Film a product that’s neon green and hashtag it #brat; proclaim yourself a member of the Pink Pony Club…the list goes on.

Source: @palenerves on Tiktok

Wicked’s Pink-and-Green Moment 🧙🩷💚🌈

The much-anticipated Wicked movie starring Ariana Grande and Cynthia Erivo brought Barbenheimer-level hype. But rather than pink and black, now it’s pink and green! From the soundtrack to the marketing, it’s no wonder this film generated so much buzz.

Why Brands Should Care: Leaning into this trend is a fun way of boosting engagement and signalling that you’re in tune with Popular culture. (IYKYK.😉)

Gen Z Is Nostalgic for Childhood Games 👾🎮

Who would’ve thought that online games aimed at children would make such an immense comeback for Gen Z? It’s now cool and relatable to indulge in childhood games that evoke nostalgia. The Roblox dress-up game, ‘Dress to Impress,’ has especially taken off in 2024, with creators mimicking walking down the game’s runway in real life. 

Why Brands Should Care: Brands targeting younger audiences can connect through this retro resurgence.


Source: @papsingapore on Tiktok

Brain Rot Worms Its Way Into Gen Z’s Daily Vocabulary 🤓 ☝️

Erm, what da sigma? You can’t find these words in the dictionary…Gen Z’s unique vocabulary (think “Rizz” and “Skibidi”) is redefining relatability. These seemingly nonsensical terms have been dubbed Brain Rot after their ‘chronically online’ roots. Though bewildering, this lingo represents Gen Z’s affinity for ‘out-of-pocketness’ and satire and can be hilarious when utilised right.

Source: @yeolo.sg on Instagram

Why Brands Should Care: Incorporating this playful language into campaigns can add a human, approachable touch. Don’t shy away from leaning into the unseriousness of it all! 

2025 Trends and Predictions

Out with the old and in with the new…It’s time to pop the champagne as we dive into what to expect as we head into the new year. 🍻

Authenticity is key. 👀🤳

Customers crave realness. Brands can no longer rely solely on highly curated marketing campaigns or the endorsement of celebrities to sell their products. 

A Social Shepherd study found that 69% of consumers trust recommendations received from influencers. Micro-influencers, perceived to be more authentic, are worth investing in.

AI will continue to accelerate. 🚀

AI’s growth shows no signs of slowing down — 2024 has seen an explosion of AI-powered launches on different platforms. McKinsey reports that over two-thirds of respondents in nearly every region report AI usage by their organisations.  

However, while AI is great for handling mundane tasks, brands must balance efficiency with human creativity, or run the risk of coming off as impersonal.

Sustainability is becoming the standard. ♻️

Consumers increasingly demand transparency from the brands they use and the businesses they patronise. It’s no longer enough for brands to label themselves “sustainable” — they must back it up with ethical supply chains and eco-conscious business practices. Lounge Lizard suggests conducting eco-friendly campaigns such as BTS videos of waste reduction efforts, and avoiding ‘Greenwashing’. 

Short-form videos will continue to dominate. 📈

TikTok’s influence over the social media landscape is pervasive, with short-form videos driving the highest ROI out of every video format. Short-form videos are responsible for $120 billion in spending worldwide, a number that is estimated to grow at a 10% rate by 2028. Expect to see even more platforms jumping on this trend in 2025. Brands now need to pivot to more visually appealing and fun content to capture their share of consumers.  

Cheers towards new beginnings

And, scene! 

As we charge into a new year, AI’s role will grow, but human imagination should remain at the heart of all innovations. Keep an eye out for even more short-form video domination as brands strive to keep pace with ever-shrinking attention spans. Here’s to another year of creativity, connection, and growth! 🍾

Stay tuned for the next Social Buzz for all the latest updates in social media trends.

 
Charisse Han
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Social Buzz – August to October Updates & Trends You Might Have Missed!