TAYLOR'S TOP FIVE TRENDS: December 16, 2024
Taylor Goldstein
Senior Marketing Manager, Social Media @ Amazon (Ex-Amazon Music & TikTok)
According to a Cafeteria app report, teens increasingly use Starbucks orders—such as lattes, cold brews, and cake pops—as a form of IOU to settle debts, bypassing traditional methods like cash or Venmo. A notable 30.7% of teens opt to "pay next time" at Starbucks, demonstrating the coffee chain's integration into teen culture as a social and financial touchpoint.
Starbucks ranks as the number-one coffee spot and second favorite restaurant for teens, reflecting its strong presence in their daily lives. Teens exhibit deep familiarity with the brand, with 89% knowing their best friend’s exact Starbucks order, highlighting its role in fostering personal connections. Popular menu items like grilled cheese sandwiches and limited-time drinks, such as Wicked-themed offerings, further drive loyalty and social media sharing among this demographic.
The Cafeteria app identifies Starbucks and Crumbl (with its rotating cookie flavors) as leading brands in capturing teen attention through urgency and social engagement. Additionally, up-and-coming brands like Puma, Hey Dude, and Tarte are gaining traction as part of "pre-trends," revealing a shift in teen preferences toward innovative and niche products. Cafeteria capitalizes on this by connecting teens directly with brands, offering insights to shape their strategies for younger audiences.
A new wave of male stars, led by actors like Timothée Chalamet, Dominic Sessa, and Mark Eydelshteyn, is redefining masculinity in Hollywood. Characterized by slim, sinewy physiques and an understated vulnerability, these actors offer a softer, less overtly muscular alternative to the hyper-masculine aesthetic popularized by Marvel heroes and action stars of past decades. This trend reflects a broader cultural appetite for more nuanced representations of masculinity that prioritize personality and sensitivity over physical dominance.
This emerging archetype contrasts sharply with the aggressively muscular personas associated with figures like Jake Paul or Chris Pratt. Scholars suggest it reflects a desire to move away from the belligerent, overtly macho ideals seen in certain political and cultural spaces. These "noodle boys," as they are called, embody a quieter, introspective masculinity, resonating with audiences seeking diverse representations of male authority and strength that do not rely on physicality.
With their lithe frames and distinctive personal styles, these stars have become icons in high fashion, starring in campaigns for brands like Saint Laurent. Their approachable charm and vulnerability have earned them significant female fan bases, with Timothée Chalamet particularly standing out as a sub-30 Hollywood heartthrob. Their physicality is leveraged not for power but for comedic or dramatic depth, as seen in performances like Mark Eydelshteyn’s in Anora, where his "rubbery" comedic physicality adds layers to his character.
The Longchamp Le Pliage bag has remained a timeless accessory since its 1993 launch, appealing to Millennials, Gen Z, and Gen X alike. Its durable design, inspired by Japanese origami, and a reasonable price point have made it a unifying fashion piece across generations, with notable fans including Princess Kate, Jennifer Lopez, and Kendall Jenner. Its versatility and ability to transition from casual to professional settings have solidified its status as a staple.
领英推荐
Social media platforms like TikTok have revitalized the Le Pliage's popularity, especially among Gen Z. The bag has become a symbol of "quiet luxury" and practicality, frequently featured in viral "What's in my bag" videos and endorsed by influencers. The durable and water-resistant tote has gained further traction as an ideal accessory for sorority rush events, professional work settings, and everyday use, with younger audiences embracing it as both aspirational and attainable.
Longchamp's focus on quality and craftsmanship has made the Le Pliage nearly indestructible, with many owners using the same bag for years. The brand's artistic director emphasizes the bag’s transgenerational appeal, with families passing it down as a functional and stylish heirloom. Despite its trend cycles, its practical design ensures its relevance, allowing owners to rediscover its utility and style over time.
Creator marketing achieved record-breaking milestones in 2024, with 486.6 billion impressions generated through partnerships, representing a 184% increase year-over-year. Brands collaborated with nearly 198,000 unique creators to produce 3.1 million posts, driving engagement to 23.4 billion interactions (up 159%). Creator payouts reached $79 million, with an average transaction value of $4,206, reflecting a 47% year-over-year increase.
Instagram remains the dominant platform, accounting for 1.7 million campaign posts, while TikTok experienced significant growth, with a 72% increase in unique posts and 63% more creators participating. Snapchat also surged, with a 221% increase in post volume following the introduction of its Creator Discovery API, which automated campaign management processes. Short-form video continued to dominate, with Instagram Reels leading the way with 520,000 posts.
The industry is shifting from follower-centric metrics to more sophisticated measures such as creator attributes (17.7%) and audience demographics (10.7%). Multiplatform campaigns rose to 60% of all efforts, and long-term partnerships gained traction, with 40% of creators participating in multiple campaigns. Brands increasingly prioritize brand safety, with 20% citing it as a key consideration in selecting creators, signaling a transition toward strategic, integrated marketing approaches.
Instagram has introduced a temporary feature that allows users to create a 2024 recap collage for their stories. Available until the first week of January, this feature lets users combine multiple photos from the year and share them in a personalized format, offering a more creative way to highlight their favorite moments compared to the traditional grid layout or sticker method.
Alongside the collage option, Instagram has rolled out themed “Add Yours” templates for stories, encouraging users to interact by sharing their own versions. Other festive updates include “New Year” and “Countdown” text effects, holiday-inspired chat themes for direct messages, and hidden phrases like “happy New Year” that trigger special visual effects in notes and messages.
These features aim to boost engagement during the holiday season by encouraging creativity and interaction among users. The combination of recap tools, interactive story templates, and festive effects aligns with Instagram's broader strategy of fostering community-driven content and seasonal participation.