X Shares Insights into Key Trends of 2024

Will you increase your investment, in time and/or money, in X in 2025?

The platform has become the subject of more controversy due to owner Elon Musk’s growing political influence and the way he has used X as his own propaganda tool. But at the same time, many people align with Musk and his political beliefs, and as the 2024 US election has highlighted, the extent of such division within American society remains significant.

As such, X may actually become more influential in 2025, despite the loss of users and despite many people ditching the app altogether.

Millions continue to log into X every day and it remains the best platform for keeping up with real-time news.

And if X is a consideration for your brand in 2025, the latest overview of trends from the platform can provide some guidance on how to connect with audience X.

As you can see in this preview, X provided insight into the most popular app trends in 2024, including music, movies, emoji usage, and more.

First, in terms of usage, X says that in-app video views are up a whopping 40% year-over-year.

Of course, X, like all social platforms, gets the most out of video content, because it keeps people in the app longer, so X also boosts video content more than other types of posts.

As such, if you’re looking to grow your X presence in 2025, video should be on your content agenda, in line with X’s immersive video feed, which is featured in a full-height, vertical stream.

The “active user seconds” statistic is less convincing, as are we previously coveredbut it suggests that many, many people still spend a lot of time on the app every day.

In terms of pop culture trends, X says musicians Beyoncé, Taylor Swift and Ariana Grande remained popular, while rising stars like Charli XCX were also heavily mentioned.

As for the films, the greatest interest was caused by “The Substance”, “Deadpool and Wolverine” and “Wicked”.

While “Era” was the term that saw the biggest increase in usage throughout the year.

Although I don’t think it was used in general conversation, as much as it was boosted by Taylor Swift’s world tour. But either way, X highlighted it as a key trend.

X also provided an overview of the most commonly used emojis:

The only change to note is that the “laughing while crying” emoji fell back to third place, when it was the most used emoji in 2021 and 2022, while the fire emoji climbed the usage charts.

Make of it what you will.

Finally, X also shared his list of the “biggest moments” of the year, based on X posts:

There are some interesting notes here. “Grand Theft Auto 6” (GTA VI) hasn’t been released yet, but even so, it was a key point of discussion, highlighting X’s value to the gaming community. As noted, Taylor Swift’s “Eras Tour” was apparently a key point of discussion among X users (apparently quite a few Swiftys still log on to X), while the solar eclipse, as the news event unfolded, was closely followed by X users.

But “Ozempic”? As a theme?

Sure, I guess. I mean, semiglutides caused a number of reactions.

But a bigger topic of discussion than the US election?

I don’t know, it seems like an odd inclusion, though probably, like most common X data points, it just lacks context.

In any case, if you want to get involved in the X discussion in 2025, it might be worth noting these discussion trends and consider what they mean for X and for your audience.

Want to increase your X presence in 2025?

Well, it depends.

While some reports suggest that X is losing relevance and some of the data shared by X is misleadingwhat I can tell you is that X is lose millions of users in 2024and that he did not gain strength, in the sense daily active userswhich from 2022 stands at 250 million.

This is based on our own official reports, but at the same time, I can tell you that X’s isn’t losing as much audience appeal as many reports suggest.

And with a total of 500 million users, it’s still a key platform for many people. And with Elon becoming a bigger political player, it doesn’t look like X will lose much importance in the near future.