In previous annual recaps of the year in social media, a lot of the news seemed to be about apps popping onto the scene. Not many of them succeeded (our most-used apps don’t currently include BeReal and Clubhouse, do they?), but they kept making news nonetheless.
2024 was not like previous years, at least in terms of newcomers to the social media arena. Though most news was dominated by the big players (Meta-owned apps, TikTok, X), there was plenty of moving and shaking to be had.
Most of that can be attributed to the rise of artificial intelligence. AI, as it’s more commonly called, was—is!—everywhere, and even skeptics are using it, sometimes without realizing it.
AI capabilities have improved dramatically in a very short period of time. Pinterest has added AI tools for advertisers, and Microsoft and Google used the Super Bowl as their stage for showcasing their new AI features.
Use of AI proliferated so much that social media companies began requiring users to identify any AI-generated content they post—Meta initiated a “made with AI” label, and TikTok implemented Content Credentials technology. Meanwhile, one new app that burst onto the scene marketed itself as the anti-AI platform for artists.
After AI, the biggest social media newsmaker of the year was probably TikTok. Will TikTok see its end in the U.S. in the coming year, or will it be saved for its impact on the economy (among other reasons)?
Social commerce was a priority for the Chinese-owned app this year, headlines continually flowing with news of its improvements and the release of how-to guides for small businesses trying to find selling success on TikTok. Throughout the year the app made shopping pushes, from its “Fall for You” promotion to its holiday shopping guide. Will TikTok still be on top in 2025? We’ll find out soon.
Whereas X headlined 2023’s social media roundup, competitors of the app formerly known as Twitter made noise in 2024. Bluesky appears to (again) be picking up speed, and Threads was consistently announcing updates and enhancements. That Meta-owned app really seems to be trying to make its mark, though it still can’t touch X for daily active users.
And finally, a favorite: Pinterest may not be the app I used the most, but it’s the one I most enjoyed writing about in 2024 (and previous years, too). With its periodic releases of trend reports based on user search data, Pinterest has offered amazing, often accurate, looks at the fashions and aesthetics capturing shoppers today—and the information often aligns closely with the jewelry industry.
The annual Pinterest Predicts report offers a glimpse of the future, while the platform’s wedding report provides a good look at what to-be-married consumers are searching for—jewelry included. Other fun and joyful findings came by way of Pinterest’s trend reports, both those issued annually, like for summer and fall, and those related to more niche markets such as Halloween and travel.
In 2025, it’s a sure bet AI will continue to make more advancements (some fruitful, some downright scary). Will it change the way we—as individuals or businesses—share on social media? Stay tuned for more news and updates here in the new year.
(photo: Getty Images)
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