If there’s one thing we know for sure, it’s that culture moves fast. Blink, and you might miss the next viral moment. 2024 was no exception: an electrifying blur of memes, trends, and moments that brought the internet together in delight, debate, and sometimes, pure chaos.
That’s why at We Are Social, staying ahead of the cultural curve is imperative. Our editorial team are the cultural sleuths who, in their daily newsroom meetings, analyse what’s trending, and create reactive content that helps brands join and shape the conversations audiences are having.
So, what defined 2024 online? From trauma-dumping puppets to celebrity doppelgangers, here’s the rundown, delivered with wit and a touch of irreverence by Aussie creator Starr, our proudly chronically online guide.
Now, class, let’s see how brave brands have capitalised on these wild, weird, and wonderful trends.
1. Trauma-dumping on Twitter: Elmo opens the floodgates
It all started with one innocent tweet from Elmo: “How is everybody doing?” Instead of cheerful replies, the internet unleashed a tidal wave of raw, unfiltered emotions. It was the unofficial kickoff to 2024’s trend of sharing raw, emotional, and sometimes hilariously overshared personal experiences. It was messy, it was cathartic, and it was so very online.
How brands leveraged it: Savvy brands jumped into the conversation with empathetic yet humorous replies – from Spotify to Chipotle, from Oreo to Dunkin’, showing they could be part of the conversation without overstepping. These brands created space for their products within the narrative, whether it was a friendly phone call or comfort food for your soul.
The trend also sparked a wider, more open discussion about mental health. By engaging with the conversation authentically and sensitively, brands found ways to build deeper connections, offering support and showing they understood their audience’s struggles.
As these brands demonstrate, when it comes to emotional moments online, meeting audiences with empathy and understanding can turn even the most chaotic trend into a meaningful opportunity for connection.
2. Reesa Teesa: the queen of serialised content
This year, we were all glued to Reesa Teesa’s TikTok saga “Who TF Did I Marry?!”A 52-part masterpiece of suspense that turned a messy breakup into must-watch entertainment. With cliffhangers worthy of a primetime drama, Reesa proved that audiences can’t resist a good story, especially when it’s delivered in bite-sized, binge-worthy pieces.
How brands leveraged it: Major players like BMW, Delta, and Hilton entered the conversation, using Reesa’s viral momentum to boost their reach and engagement. Even Tinder, Microsoft, Adidas, and Marriott joined in with supportive comments, showing that brands aren’t just watching—they’re participating in cultural moments.
So Reesa Teesa is finally going to London and Paris and look at the comments—I don’t have a story anywhere near that but chile lemme get up on there and tell my business tooooo pic.twitter.com/4tIJNjSwYH
The lesson for marketers? Storytelling matters, and the format is just as important as the content. Create compelling narratives that unfold over time, and keep audiences eager for the next chapter. It’s all about building anticipation and fostering community through shared experiences.
3. Moo Deng, Pesto, and the year of animal icons
This year, our hearts were stolen by a hippo with sass and an absolute unit of a penguin. The Thai pygmy baby hippo with a flair for drama, Moo Deng (which, FYI, translates to ‘bouncy pork’) became a TikTok sensation. On the other side of the globe, our very own Pesto the penguin waddled into global stardom, attracting thousands of visitors to Sea Life Melbourne—including pop royalty Katy Perry and Olivia Rodrigo. With his viral fame, Pesto even inspired a mural in Melbourne’s Higson Lane.
How brands leveraged it:
Moo Deng’s viral fame kicked off a wave of clever campaigns. While TikTok users flocked to share their love for Moo by recreating her iconic look, Sephora was quick to develop a Moo Deng-inspired make-up post showing people how to wear their blush like the celebrity hippo, or how to get the same glowy skin.
Meanwhile, Pesto turned fame into purpose, driving awareness for wildlife conservation. His star-studded visit from Katy Perry helped boost ticket sales and donations for Sea Life Melbourne, demonstrating how viral moments can translate to real-world impact. Even Burberry tapped into the charm of cute animals, featuring them in some of their best-performing TikToks.
Viral animal moments aren’t just entertaining: they create opportunities to connect with audiences on an emotional level. Whether it’s sparking joy, raising awareness, or inspiring action, tapping into these cultural touchpoints can help brands foster meaningful connections that last far beyond the trend.
4. Four Seasons baby living her best life
On Sunday, May 19th, TikTok was captivated by a baby who decisively declared her dream: to visit Four Seasons Orlando. The video, shared by her aunt with just 50 followers, amassed over 30 million views within days, sparking a global frenzy.
How brands leveraged it: When We Are Social Canada spotted the video, they launched into a masterclass in reactive content. As Four Seasons’ Social agency, our team posted a playful response that quickly gained traction while the family’s story hit TMZ, Rolling Stone, CNN, People and more.
What followed was a whirlwind 48 hours. We planned and hosted the family’s magical visit, and captured it all for the Four Seasons TikTok feed, while People magazine documented every heartwarming moment. The result? An organic TikTok post inspired a social campaign that subverted luxury category norms, and earned $10M in media value in just 2 weeks.
The campaign showed the power of being in the right cultural moment, at the right time, with the right creative lens, to make a lasting impression.
5. Brat Summer
Every year has its vibe, and 2024 was marked by “Brat Summer,” a season where Gen Z unapologetically leaned into confidence, chaos, and main character energy.
With over 5.6 million Instagram posts under #BratSummer and millions more interactions on TikTok and Xiaohongshu, the movement went global.
Unfortunately, in Australia, Brat Summer coincided with the chilly despair of winter, but that didn’t stop us from thoroughly enjoying the memes.
How brands leveraged it: Brat Summer gave brands permission to embrace their playful, unhinged sides. Duolingo and Flixbus led the charge with chaotic brat-worthy posts, Lime Bikes’s Instagram Stories soundtracked by “Everything is Romantic” turned everyday rides into brat moments, and the movie industry jumped on board when actors from the film Twisters nailed the viral “Apple” dance, racking up 2.5 million likes. Even Kamala Harris campaign leaned into the trend with relatable, cheeky content to appeal Gen Z voters.
For brands, the lesson was clear: embrace confidence, celebrate chaos, and meet your audience with energy and humour. Sometimes, being a little bratty is exactly what you need to stand out.
6. I’m looking for a man in finance: from TikTok meme to major label deal
In 2024, the internet gave finance bros the meme treatment of a lifetime. Megan Boni’s TikTok anthem, “I’m looking for a man in finance,” turned the trust-funded, Patagonia-vested, charts-loving stereotype into a global sensation. The song and its many remixes swept across TikTok, landing Boni a major record deal and turning her tune into a club and concert staple.
How brands leveraged it:
Brands like Fruit of the Loom and Crocs jumped into the action, while Mr. Clean, Duolingo, United Airlines, and even the NFL created their own spins on the trend, with modified lyrics or branded content riffing on the original. Meanwhile, SkinCeuticals partnered with Boni herself demonstrating how brands could use the song’s humour to connect with audiences in creative, lighthearted ways.
So virality isn’t just about joining the joke: it’s about understanding the cultural nuance behind it. By leaning into relatable humour and tapping into the audience insight behind the trend, brands can turn fleeting moments into lasting connections.
7. The rise of celebrity lookalike competitions
2024 was the year of double takes, thanks to the internet’s obsession with celebrity lookalike competitions. From Timothée Chalamet knockoffs to Jeremy Allen White’s slightly-less-broody doppelgängers, social media was abuzz with debates over the most convincing Zendaya, Jungkook, Harry Styles or Dev Patel stand-ins – and even Luigi Mangione. Australia got in on the action with Heath Ledger and Jacob Elordi lookalike contests, proving that the trend is a truly global sensation.
A Paul Mescal lookalike contest took place in Dublin today.
In Ireland, Lidl, who had been championing the lookalike game long before it went mainstream, raised the bar with their Middle Aisle Mescal, a clever nod to Lidl’s treasure trove of unexpected finds from wetsuits to air fryers. Also, travel brand Away partnered with contest winners to promote their authentic products, making a tongue-in-cheek nod to the trend and dupe culture. So meta.
Cultural relevance isn’t just a buzzword—it’s the key to making sure your brand stays top-of-mind. That’s why at We Are Social, our editorial team operates like a newsroom, holding daily meetings to review trends and develop quick-turnaround content that resonates. Whether it’s a tweet, TikTok, or full-blown campaign, our approach is rooted in understanding why a trend matters and how it aligns with audience values.
Lessons for brands heading into 2025
Be present: culture doesn’t wait. A trend today can be old news tomorrow, so build workflows that allow for agility.
Be ready for anything: you never know where the next viral moment will come from. Stay tuned in, and you’ll be ready to respond.
Be authentic: if you’re going to join a conversation, do it in a way that feels true to your brand’s voice and purpose.
Be playful: internet culture thrives on humour and absurdity—don’t be afraid to lean into it.
Our CEO, Suzie Shaw, spoke to Mumbrella about what to expect more of in future, check it out here. If 2024 was anything to go by, 2025 is shaping up to be another whirlwind. Stay tuned, stay social, and stay ready. Because, in case you hadn’t noticed, things move pretty quickly around here.
