The WideFoc.us internal Slack channel called “Social Media We Love” is full of trends and content we’re excited to share with the rest of the team. It’s also a place for posting stuff we cannot abide.
You know the old adage: If I had to see it, so do my coworkers. And so do you.
To wrap up 2024, our team compiled our three favorite trends of the year, which seem like they have the legs for longevity even into 2025. We also put together three we pray we’ll never see again.
Another year of the internet delivering. And we’re here for it.
3 Social Media Trends That Had Us Talking in 2024
1. A highlight for the WF team was the rise of employee-generated content (EGC), where employees stepped into the spotlight to showcase company culture, expertise, and behind-the-scenes moments. Platforms like TikTok drove quite a bit of this trend, proving that audiences connect more with relatable, human stories than polished corporate messaging.
For example, HubSpot's TikTok gained traction with employees sharing comedic skits about marketing, sales, and workplace culture. Not only were the videos actually funny, they also made the brand feel approachable and authentic.
We’ve had our fair share of EGC moments too — some planned, some accidental (turns out, brainstorming sessions are gold for bloopers). It’s the kind of content that feels real and relatable, and it’s always a hit. Bonus points if it gets your team trending for all the right reasons!
We’re proud of our own sitcom-style TikTok that we repurposed for Reels about the WideFoc.us team from earlier in the year:
2. Another standout trend was the use of subtle movement in ads — not full videos, but small animations like floating text, sliding logos, or gentle visual shifts. In these subtle choices (like text fading in or a logo gently drifting across the screen), our eyes are drawn to the movement without overcomplicating things. We appreciate how the intentional, easy-to-digest messaging here is both creative and clear without overloading the audience.
As Molly, our ad strategist, said, “Movement always grabs my attention — it’s like a little nudge to look closer. It feels subtle but purposeful, without being overwhelming or too busy. Plus, it just works!”
3. Finally, in 2024, user-generated content (UGC) proved once again why it’s the king of social media marketing, capturing attention with authenticity and relatability while dominating our “For You” pages — think GoPro’s jaw-dropping adventure footage from users or the everyday style inspiration shared by creators on the LTK app. UGC proves that real participation and human connection are unmatched in building engagement. When brands inspire their audiences to share, they create moments that resonate far beyond the post.
Three 2024 Social Media Trends We Wish Stayed in Drafts
1. One trend that typically gets everyone hyped is Spotify Wrapped — the annual event where users eagerly relive their year in music. But in 2024, the excitement fizzled out. While Spotify leaned heavily on AI-generated insights to personalize the experience, many users felt the results were less impressive and more generic than expected. The usual thrill of seeing unique, shareable data gave way to confusion and disappointment for many who expected more.
That said, #wrapped was still a major social media event, driving conversations and generating some fun remixes. We particularly liked our #gripped riff for client FrictionLabs:
The takeaway? With AI becoming a major player in content creation, audiences value personalization that feels human even more. Brands relying on AI need to strike the right balance of enhancing creativity without losing the emotional connection that makes these trends so shareable. AI should supplement, not replace.
2. Another trend that started strong but quickly got stale was low-production marketing, where brands leaned into a deliberately casual, “I just threw this together” aesthetic. Think raw graphics and text-heavy ads that looked like someone typed them up in Notes five minutes before posting. It became so common it earned the nickname “Marketer Quit” — as if the social media manager gave up and hit post.
It was fun at first, but it no longer lands. While the goal was to feel relatable, many audiences saw it as lazy or uninspired, leaving brands looking disconnected rather than clever. A low-effort follow-on doesn’t automatically mean “cool” or “real.” Authenticity still requires intention, and audiences can tell when you’re phoning it in.
3. Finally, another trend that overstayed its welcome in 2024 was the “intern” marketing bit, where brands put their “intern” front and center as the face of their social media. At first, it was refreshing — funny, self-aware, and relatable. The first few companies that pulled it off crushed it, earning laughs and engagement.
As Kelsey, one of our community managers, put it: “The first few companies I saw using their 'intern' as the face for their marketing crushed it. And then it became overdone (and we know it’s not an intern).”
And… seriously? We started that trend back with a warning back in the 2010s:
Jumping on trends can work, but audiences can tell when brands are recycling the same idea, and what feels fresh today can become stale tomorrow.
What Did We Learn?
Between the trend wins and fails of 2024, some things stayed constant: Audiences responded to content that felt real, sparked genuine connection, and told a story worth sharing. The brands that came out on top didn’t just chase the latest trend — they leaned into authenticity and crafted content that resonated on a deeper level. That’s what makes people stop to engage and remember you.
Don’t feed the beast just to check off a box on your to do list.
The scroll never stops, but neither does our team at WideFoc.us. We know when to ride the wave and when to let it die on the shore. If you’re looking for a refresh in the new year, let’s schedule a discovery call and talk about deploying clever social that drives revenue.
