User Mag

The 2024 social media landscape was a battlefield. TikTok solidified its dominance by becoming Gen Z’s go-to search engine, Instagram thrived as the ultimate discovery platform for shopping and entertainment. YouTube bucked the short-form video craze by doubling down on long-form content, proving there’s still space for deep storytelling in an era of shrinking attention spans.

On the other hand, X faced challenges related to user trust and ad revenue, while Meta’s Threads, despite initial excitement, faced difficulties in maintaining user engagement and navigating content moderation decisions during an election year.

The biggest learning for me, is that we’ve officially entered the age where social media is more about entertainment and education than one-to-one personal connections. Yes, some people are still meeting and making friends through social media, but most of what consumers are looking for, especially from brands or media companies, is to be entertained.