How 5 predictions for social media in 2024 played out

Est. reading time: 4 minutes, 53 seconds

Hey there 👋

We’re at that time of year again when we say goodbye for a couple of weeks to celebrate the holidays.

If you’re like me, you’re itching to turn on that out-of-office email and turn off your work notifications. But juuust before you do that, I wanted to share some highlights from the year.

We shipped 17 new features, published 276 blog posts, revived our YouTube channel, launched the Buffer Chat podcast, as well as Creator Camp (which is back on January 15), among many other projects.

And it’s not just us — you, our dear users, had a great year with Buffer. You created 982,105 content ideas, added 1,491 product ideas to our suggestions board, and cast 18,094 votes to help shape Buffer.

It’s been a long, lovely, and productive year with you all, and I look forward to all your growth (and ours) in 2025.

Okay, now turn off your notifications.

Warmly, 

Tami & the Buffer team

🤖 Learn how to use Apple’s Image Playground in Buffer →

💌 What’s in this issue – 4 minute read

• 💻 The latest content on the blog

• 📰 Social media news and features to note

• 📅 An end-of-year reminder

• 🪂 Dive into our 5 predictions for 2024 and how they played out

• 🎬 Our latest YouTube video

👇 The latest from the blog

• Here are the 22 pop culture moments of 2024

• Discover every feature and update Buffer shipped in 2024

• Check out the 12 best URL shorteners for 2025

• Learn why and how we close Buffer for the last week of the year

🪂 Deep dive 

Our 5 predictions for 2024 and how they played out

Social media in 2024 was shaped by major shifts in platforms, content formats, and community-building efforts. Here’s a breakdown of the key trends that defined the year.

1. LinkedIn’s emergence as a creator hub

Prediction: LinkedIn will become a hotspot for influencer marketing and creative content.

What happened: LinkedIn surged as a platform for sponsored posts and brand partnerships, fueled by features like enhanced analytics and the Brand Partnership label. Creators like Jayde Powell and Nathan Jun Poekert thrived by blending professionalism with creativity.

Lesson: Brands increasingly value creators with niche expertise and authenticity, making LinkedIn a prime space for influencer marketing.

2. The rise of authenticity and personalization

Prediction: Authentic, long-form content and niche communities would dominate.

What happened: TikTok introduced longer video formats, supporting creators like Elysia Berman, who shared personal, relatable content. AI-driven algorithms helped smaller creators reach hyper-specific audiences.

Lesson: Authenticity drives trust and engagement, with micro-influencers leading the way in connecting with niche communities.

3. Creators stepping into entrepreneurship

Prediction: Creators would expand into entrepreneurship and corporate roles.

What happened: Influencers like Lexi Larson and Aleks Petrakieva launched businesses and products, while founders like Grace Beverley and Fisayo Longe used content to share their entrepreneurial journeys.

Lesson: Content creation and entrepreneurship increasingly overlap, with creators using storytelling to build trust and drive sales.

4. The growth of private communities

Prediction: Private communities would gain popularity as alternatives to mainstream platforms.

What happened: Platforms like WhatsApp and Instagram introduced features for community-driven interactions, while decentralized platforms like Bluesky gained traction.

Lesson: As social media fragments, private and decentralized spaces offer safer, more intimate connections.

5. YouTube’s dominance in long-form content

Prediction: YouTube would solidify its position as the leader in long-form video.

What happened: Creators embraced long-form storytelling, supported by YouTube’s algorithm and versatility. The platform even rivaled traditional TV with popular series like Amazing Digital Circus.

Lesson: YouTube remains unmatched in supporting creators across formats, from long-form videos to Shorts.

🤳 What's happening in social?

• Threads rolled out its version of Bluesky’s Starter Packs
• …and is testing scheduled posts
• Bluesky hit 25 million users
• Twitter co-founder just launched a new social app called Mozi
• LinkedIn is testing paid boosting for personal updates
• …and brought super-sized videos to the mobile feed

📱Social tip of the week

We’re getting further into the holiday season, which means you most likely want to have some time off soon!

One of the best things you can do is plan and schedule your posts for the next few weeks so that’s one less thing you have to worry about.

Truly take this time to rest and recharge — and then you’ll be ready to kick things off strong in the new year!

⌛ "I save 2 hours per week with Buffer"

We pride ourselves on being an excellent tool for creators and business owners to grow on social media — and our users are more than happy to back us up. 

Michael Piperno says: “What used to take me hours now takes me minutes. Easily 2 hours saved per week.”

Want to skyrocket your growth? Get started with Buffer today!

📹 Buffer on YouTube

How to use Bluesky

If you’re new to Bluesky or don’t quite know to get setup, Kirsti put together a handy guide in this video.

One last thing before you go 💟 

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