’Tis the season for marketers to gaze into their crystal balls as they vie to predict the biggest trends that the new year has in store for brands and agencies. It’s also the time of year when social media platforms take stock of the viral fads that swept their respective sites over the past 12 months and offer up forecasts for the coming year, as Instagram, Pinterest and TikTok have all done over the past few days.
Each platform oriented its 2024 predictions around its chief area of focus in 2023. Instagram has spent the year attempting to overhaul its platform to cater to Gen Z’s social media preferences. Pinterest is leaning into its identity as a destination for discovering (and shopping) fashion, design, culinary and travel trends. And TikTok redoubled efforts to court advertisers with new mediums such as out-of-home displays, its in-app shopping platform TikTok Shop and guidance to creators to produce longer, more ad-placement-friendly videos, as The Information reported.
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Here are a few of the key takeaways from the three social media platforms’ predictions for the trends that will grip their user bases—and likely influence broader pop culture—in the new year.