Recap of the State of Social Media in 2024: Key Trends & Top Stats for Media & Entertainment
Social media continues to evolve, and as we move through 2025, media and entertainment brands must stay ahead of the latest trends. ListenFirst’s State of Social Media: Media & Entertainment 2024 report offers a deep dive into what drove Engagement, audience growth, and content performance across platforms. Below are the key takeaways that every marketer should know.
1. YouTube’s Surprise Surge While TikTok Holds Strong
Contrary to initial projections, YouTube experienced an unexpected boom in subscriber growth, closing the year with a +25% increase—far exceeding its projected +14%. Meanwhile, TikTok defied predictions of a sharp decline in follower growth, ending with only a -9% drop instead of the anticipated -31%. These trends indicate that YouTube is solidifying its dominance in the video space, while TikTok remains resilient despite speculation about slowing momentum.
2. Engagement Wars: Instagram Still Leads, But TikTok is Gaining
Engagement rates saw a YoY increase of at least 10% across Instagram, TikTok, and YouTube. Notably, TikTok posted an astonishing 63% growth in engagement, surpassing forecasts by 51% and reinforcing its dominance in social media. However, Twitter continues to struggle, experiencing a 27% decline in engagement, extending a four-year downward trend.
3. The Rise of Gallery Posts—But Video Still Reigns
While gallery posts (carousel images) made up only 16% of total content, they contributed to over 34% of total engagement. However, video content still dominates, even though its engagement share has declined from 56% in 2022 to 40% in 2024. This suggests that while images maintain a steady level of interaction, short-form video remains the most impactful format for engagement.
A notable trend in 2024 is the increased use of hashtags on TikTok and YouTube, with both platforms leveraging hashtags for video discovery and algorithm recommendations. In contrast, Instagram’s hashtag usage has remained relatively flat, as it increasingly relies on its Explore page and user interactions (likes, shares, and watch time) for content discovery.
5. TikTok Dominates in Viewership Growth
Despite concerns about oversaturation, TikTok has seen a +24% increase in post volume and viewership. This marks a strong rebound from 2022, outpacing both Instagram (-25%) and YouTube (-5%) in viewership growth. The numbers indicate that TikTok’s content consumption is not only growing but thriving, despite an increase in competition.
6. Timing Matters: Midday & Midweek for Maximum Engagement
For brands aiming to maximize engagement, posting between 9 AM and 3 PM PST continues to yield the best results. Additionally, Tuesdays and Wednesdays have emerged as peak engagement days in 2024. However, as social media behavior evolves, there may be opportunities in non-traditional time slots (like Sunday afternoons) to capitalize on less crowded posting times.
7. The Uncertain Future of TikTok: What’s Next?
With ongoing discussions about a potential TikTok ban, brands are exploring alternatives. The rise of Instagram Reels, YouTube Shorts, and Snapchat Spotlight suggests that short-form video isn’t going anywhere—it’s just diversifying. Meanwhile, emerging platforms like Triller, Rednote, and BeReal could become new homes for displaced TikTok creators. Additionally, we may see a shift towards Patreon, Substack, and direct brand collaborations as influencers seek alternative revenue streams.
Top 10 Social Media Stats for Media & Entertainment (2024)
Beyond these broad trends, the latest Owned Social Score data highlights the most dominant media companies and their performance across platforms. Here are the top 10 M&E brands on social media for 2024:
Disney leads the pack with an Owned Social Score of 10.83 billion, making it the most dominant media conglomerate on social media.
Warner Bros. Discovery follows with 7.47 billion, securing the second position in the rankings.
NBCUniversal ranks third with 6.86 billion in Owned Social Score, showing strong performance across platforms.
ViacomCBS (Paramount) takes fourth place with 5.42 billion, maintaining a competitive presence.
Netflix, despite no traditional TV network presence, ranks fifth with 2.15 billion, showing the power of streaming-first brands.
TikTok engagement surged for NBCUniversal with a +112.3% increase, making it one of the fastest-growing platforms.
Netflix saw the highest TikTok growth at +138.71%, proving the platform’s importance for entertainment brands.
YouTube remains strong, with NBCUniversal experiencing +30.49% growth, reinforcing the importance of long-form and short-form video.
Instagram remains a major driver, with Disney leading in Instagram engagement at 6.12 billion interactions.
Facebook continues to decline in relevance, with most conglomerates seeing minimal growth or even negative movement in their Owned Social Score.
Final Thoughts: What This Means for Media & Entertainment Brands
Social media in 2024 is more dynamic than ever, with YouTube surging, TikTok remaining a powerhouse, and Instagram maintaining its engagement dominance. Video content still leads, but strategic shifts in hashtags, timing, and platform diversification are key to staying relevant. As brands prepare for potential TikTok disruptions, understanding where audiences are migrating and how engagement behaviors are evolving will be crucial for success.
Landman: How Paramount+ Built a Social Media Phenomenon
Since its premiere on November 17, 2024, Landman has emerged as one of Paramount+’s most successful series to date, captivating audiences with its high-stakes narrative of the West Texas oil boom. Beyond its gripping plotlines and stellar cast, the show’s meteoric rise is also a testament to an innovative social media strategy that turned casual viewers into passionate fans.
Under the guidance of the Showtime/MTV Entertainment Studios Social team, Landman achieved record-breaking growth and engagement across platforms like TikTok, Facebook, Instagram, and X. This success didn’t happen by chance—it was the result of meticulous planning, data-driven content creation, and a fan-first approach to engagement.
1. Early Foundation: Building Dedicated Communities
The Showtime/MTV Entertainment Studios Social team started strong, laying the groundwork for Landman‘s success by launching dedicated social media accounts weeks before the show’s premiere. This proactive move gave the team time to build excitement and establish a sense of community among fans before the first episode aired.
“Our team is laser-focused on building fandom for leading franchises. Our repeatable playbook is to launch dedicated social accounts for new series like Landman, cultivating highly engaged communities, brick by brick,” said Tyler Hissey, SVP, Social Showtime/MTV Entertainment Studios.
The strategy quickly paid off. By January 2025, Landman‘s dedicated accounts had amassed substantial followings from the ground up:
Facebook: 287K followers
Instagram: 91K followers
X (formerly Twitter): 4.3K followers
TikTok: 440K followers
Hissey added that this approach translated into accelerated follower growth and substantial social viewership. “Landman became a massive hit quickly after premiering on Paramount+, and it’s been exciting to see that translate to accelerated follower growth and massive social viewership,” he said.
2. What Fans Want: Content That Resonates
The secret to Landman‘s social media success was its ability to understand what fans connected with most and deliver content that resonated deeply with them. The Showtime/MTV Entertainment Studios Social team supplemented traditional promotional materials with highly shareable, context-neutral scene lifts—moments that could captivate even those who weren’t familiar with the show.
One standout example was the now-viral scene featuring Dallas Cowboys owner Jerry Jones sharing a story with Jon Hamm’s character, Monty Miller. These scene lifts acted as “Trojan horses,” designed to hook casual viewers and inspire them to explore the series further.
“There are many incredible performances and storylines in Landman, and it’s our job to optimize them for social virality,” Hissey said. “We access insights from tools like ListenFirst to identify which characters and moments are resonating organically. Those insights inform our publishing strategies.”
The results speak for themselves:
Over 5,000 user-generated posts have been created by fans since the premiere, including hundreds of fan edits.
Scene lifts consistently outperformed other post types in engagement and views.
Sunday posts achieved the highest engagement rates, outperforming the rest of the weekend posts by 20–30%.
By prioritizing content that fans genuinely enjoyed and could share, the Showtime/MTV Entertainment Studios team turned Landman into a social media sensation.
3. Lessons from UGC and Real-Time Marketing
L to R Paulina Chávez as Ariana and Jacob Lofland as Cooper Norris in season 1, episode 5 of Landman streaming on Paramount+. Photo credit: Emerson Miller/Paramount+.
User-generated content (UGC) became a cornerstone of Landman’s social media strategy, amplifying fan enthusiasm across platforms. Drawing inspiration from popular UGC—including fan edits, viral clips, and even content from meme pages—the Landman team identified and repurposed moments that resonated widely with audiences.
“There have been thousands of user-generated posts about Landman, including hundreds of fan edits,” Hissey said. “We’re closely monitoring which UGC posts are spreading and often repurpose those scenes from official Landman socials and amplify them from relevant franchise channels.”
TikTok played a key role in Landman‘s strategy. By identifying high-performing UGC clips and viral trends, the team amplified these moments through official posts. For instance, a fan-inspired bar scene clip went viral on TikTok, prompting them to share a similar moment on Facebook, generating significant engagement. Real-time marketing allowed the team to quickly test and capitalize on trends, maintaining social momentum.
4. Platform-Specific Success: Tailoring Content to Each Channel
The Landman social team didn’t rely on a one-size-fits-all approach. Instead, they tailored their content to leverage the unique strengths of each platform, ensuring maximum engagement and reach.
TikTok: Explosive Growth with Scene Clips
TikTok emerged as Landman‘s most successful platform, thanks to a strategy centered on shareable, context-neutral scene clips. By exclusively posting captivating moments from episodes, the account grew rapidly, reaching 440K followers—the largest of all the show’s social platforms.
“We post context-neutral scenes on TikTok that can immediately hook users,” Hissey said. “For many viewers, one scene lift can be a Trojan horse inspiring them to watch an episode or the entire series.”
Facebook: Engaging Broader Audiences
On Facebook, Landman resonated with a wide demographic by showcasing relatable storylines and key characters. With 287K followers, the platform became a hub for broader engagement, particularly on Sundays, which consistently outperformed the rest of the week by 20–30%.
Instagram: Visual Storytelling and Reels
Jerry Jones and Billy Bob Thornton as Tommy Norris in season 1, episode 9 of Landman streaming on Paramount+. Photo credit: Emerson Miller/Paramount+.
Instagram provided a space to highlight the show’s stunning visuals and memorable moments. Through a mix of short-form Reels and scene-based galleries, the account grew to 91K followers, with strong performance on Sunday posts from 9 AM – 12 PM, most likely in anticipation of episode release day. The second most popular day is Tuesday, followed by Monday, likely due to fans being excited about and engaging with the latest episode.
X (formerly Twitter): A Niche for Real-Time Discussions
While smaller in follower count at 4.3K, X allowed for real-time conversations with fans, particularly during episodes. This intimate space fostered deeper engagement among the show’s die-hard audience.
By aligning their strategy with the strengths of each platform, the team ensured that Landman reached its audiences where they were most active.
5. Learnings and Adaptations
Throughout Landman‘s campaign, the Landman social team demonstrated a willingness to adapt their strategy based on data and fan feedback. This iterative approach helped them maximize engagement and make the most of the show’s social media presence.
Scene Lifts: The Key to Engagement
Recognizing that scene lifts outperformed other post types early, the team shifted their focus to the moments fans couldn’t get enough of.
“Scene lifts are the most valuable social currency with Taylor Sheridan series, and we plan to continue developing a robust community by surfacing the moments that fans can’t get enough of,” Hissey said.
This fan-first strategy allowed the team to lean into what worked, creating content that consistently resonated with viewers.
Real-Time Marketing and Trend Adaptation
The ability to monitor audience engagement and adapt quickly was another cornerstone of the strategy. Platforms like TikTok enabled rapid testing of high-performing clips, often within 24 hours, helping the team stay ahead of social trends and keep the momentum alive.
Cross-Promotion in the Taylor Sheridan Universe
The team also leveraged the broader Taylor Sheridan universe, cross-promoting Landman with related shows like Yellowstone and Lioness. This interconnected ecosystem amplified Landman‘s reach, driving traffic between franchises and introducing the show to shared audiences.
6. Takeaways for Entertainment Marketing
The success of Landman offers valuable lessons for entertainment marketers looking to create impactful and community-driven campaigns. The Landman social strategy demonstrates how fan-first thinking and platform-specific approaches can elevate a show from being just another series to a social media phenomenon.
Launch Dedicated Social Handles
Creating dedicated accounts for Landman allowed the team to focus on building an engaged community exclusively for the show. “My team is laser focused on building fandom for leading franchises,” Hissey said. This approach gave fans a space to rally around the show even before its premiere.
Prioritize Scene Lifts
Landman leaned into scene lifts that highlighted compelling, context-neutral moments. These clips acted as gateways to the show for new viewers, driving incremental viewership and engagement across platforms.
Embrace UGC as Inspiration and Amplification
User-generated content played a crucial role in shaping Landman‘s social strategy. By repurposing fan edits and viral moments, the team created content that felt authentic and in tune with audience preferences. “We’re closely monitoring which UGC posts are spreading and often repurpose those scenes from official Landman socials,” Hissey explained.
Leverage Real-Time Engagement
The ability to quickly identify and amplify high-performing content was pivotal to the campaign’s success. By tracking trends and responding rapidly, the team ensured their strategy stayed relevant and effective.
Maximize the Potential of Platform-Specific Content
Tailoring content to each platform’s strengths—whether TikTok’s short-form virality or Instagram’s visual storytelling—allowed Landman to meet audiences where they were most active.
7. Lessons for Other Brands
The success of Landman offers actionable insights for marketers in any industry:
Start Early: Launch dedicated social accounts 6–8 weeks before a launch to build anticipation and an engaged following.
Understand Your Audience: Identify what resonates most, like Landman‘s focus on scene lifts, and tailor your content to those preferences.
Leverage UGC: Use fan-created content for inspiration and amplification, strengthening connections and extending your reach.
Tailor to Platforms: Create platform-specific content to engage audiences where they’re most active.
Adapt Quickly: Monitor trends and pivot your strategy in real-time to maximize engagement.
Cross-Promote: Collaborate with complementary brands or franchises to amplify visibility and shared engagement.
Conclusion
Landman has set a new benchmark for social media success in entertainment marketing. By combining compelling storytelling with a data-driven, fan-first approach, Paramount didn’t just promote a show—they built a vibrant community of engaged viewers. Through dedicated social accounts, a focus on context-neutral scene lifts, and an agile strategy that adapted to real-time trends, they transformed Landman into a social media phenomenon.
By meeting audiences where they are, leveraging user-generated content, and tailoring content to each platform’s strengths, the Landman social team crafted a campaign that not only drove record-breaking viewership but also set a new standard for how entertainment brands can connect with their audiences.
As Landman continues to captivate viewers, its social media success offers a roadmap for brands across industries. The key takeaway is clear: understanding your audience, engaging authentically, and being willing to adapt are essential to turning a product into a cultural phenomenon.
“RedNote’s sudden US popularity might fade, but its rapid adoption is an eye-opener for the industry. TikTok users trying mainstream alternatives report they didn’t laugh or feel entertained—a clear signal for marketers of the need to deliver genuine, engaging experiences where people can laugh, discover, and connect.” – Miranda McWeeney, ListenFirst CEO
TikTik Userdevotedly.yours promoting the app to her 1.5M followers
RedNote, known as Xiaohongshu in China, is gaining significant attention as a lifestyle platform that merges social networking with e-commerce. Launched in 2013 by Shanghai-based Xingyin Information Technology, the app provides a space for users to share experiences, explore diverse content, and discover new lifestyle trends. Its unique blend of features has drawn comparisons to platforms like Instagram and Pinterest.
Key Features of RedNote
Diverse Content Sharing: RedNote allows users to post photos, videos, and text about a variety of topics, including beauty, fashion, food, travel, and fitness. This versatility has made it a hub for creative expression and community building.
Community Engagement: The app fosters connections among users through shared interests, enabling discussions and interactions with content creators. This social aspect has been integral to its growth.
Social Shopping: One of RedNote’s standout features is its integration of e-commerce. Users can share product reviews and shop directly through the platform, making it particularly appealing to younger demographics who value seamless online shopping experiences.
Recent Surge in Popularity
As of January 2025, RedNote has experienced a dramatic increase in popularity in the United States. This surge is largely attributed to concerns over a potential TikTok ban, prompting users to explore alternative platforms. In response to these developments, RedNote has become the most downloaded free app on the Apple App Store in the U.S.
This migration of users, dubbed “TikTok Refugees,” has prompted RedNote to enhance its English content moderation and translation tools to accommodate a growing international audience. With over half a million new users from the U.S. alone, RedNote is positioning itself as a viable alternative to TikTok.
Key Insights from Social Media Conversations
The popularity of RedNote has been accompanied by a sharp rise in social media mentions. Between January 8 and January 14, 2025, there were 172,000 tweets mentioning “RedNote” or “TikTok Refugee.”
Tweet Volume: The total tweets reached 172,000, with a significant spike after January 12. This indicates a rapid spread of content, likely triggered by an external event.
High Retweet Activity: 81% of tweets were retweets, highlighting that the conversation was largely driven by viral resharing rather than original posts.
Impressions: An estimated 200 million public impressions suggest that the discussion had substantial reach, fueled by the amplification of key content.
Original Posts: Only 12% of tweets were original, reflecting the dominance of reshared content.
Verified Accounts: 9,366 verified tweets indicate that influential accounts played a key role in shaping the narrative.
Audience Profile: The conversation included 2,429 unique profiles, with an average of 6,884 followers per profile, showing engagement from semi-influential and high-profile users.
These metrics highlight the virality and influence of key accounts in driving the RedNote conversation, with a pivotal news article, video, or simply the “TikTok Refugee” campaign likely acting as the catalyst.
Strict Guidelines on LGBTQ Content and Moderation Policies
Despite its popularity, RedNote has faced significant criticism for its strict content guidelines, which many users find overly restrictive. The platform’s moderation policies have been noted to limit discussions and visibility of LGBTQ-related topics, often citing compliance with local regulations. For example, content mentioning LGBTQ+ identities has reportedly been removed, and some users have faced account suspensions for such mentions.
In addition, TikTok refugees have raised concerns about harsh restrictions on the platform. A TikTok user reported being banned from RedNote after posting a selfie that revealed “a tiny bit of cleavage,” while another video addressing “trans plight” was removed. Similarly, a Black user’s selfie was flagged and removed due to her shirt’s tone being similar to her skin color. These incidents highlight the platform’s strict enforcement of its content guidelines, which many argue stifles personal expression and inclusivity.
While these guidelines may align with the app’s origins and cultural context, they have sparked concern among global users who value more open and inclusive online spaces. Addressing these issues will be crucial for RedNote as it seeks to expand its reach in markets with diverse cultural and social norms.
Availability and Accessibility
RedNote is available on both iOS and Android platforms, making it easily accessible to a wide range of users. The app can be downloaded from the Apple App Store and Google Play Store, offering a user-friendly interface that supports seamless navigation.
Considerations and Challenges
Despite its rising popularity, RedNote’s Chinese ownership has sparked conversations about potential regulatory scrutiny, similar to challenges faced by TikTok. As U.S. users flock to the platform, questions around data privacy and compliance with local laws are likely to arise.
“While many Chinese users have welcomed TikTok refugees, there’s growing concern that the app might start tracking foreign IDs to control information exchange,” a Senior Strategist at ListenFirst says. “With Western social media largely banned, this could leave Chinese users abroad fearing the loss of their go-to platform and vital global connections.”
Looking Ahead
RedNote’s innovative features and user-first approach have positioned it as a compelling platform for social networking and e-commerce. Its ability to adapt to international audiences and address emerging concerns will be crucial as it continues to grow in prominence. Whether RedNote can sustain its momentum remains to be seen, but for now, it stands as a promising alternative in the ever-evolving social media landscape.
The Resurgence of Millennial Nostalgia: Reviving Childhood Icons on Social Media
In the past 90 days, a powerful wave of nostalgia has swept across social media, with millennials leading the charge to revive beloved childhood toys and brands. From viral TikTok trends to new product launches, brands like Polly Pocket, Beanie Babies, and Lisa Frank are finding renewed popularity among their now-grown-up fans. This resurgence underscores the enduring appeal of these nostalgic icons and their innovative ability to connect across generations.
Video promoting the now sold-out QVC Polly Pocket 35th Anniversary edition.
TikTok as a Nostalgia Engine
Social media platforms, particularly TikTok, have become hotbeds for millennial nostalgia. Viral trends featuring unboxings, recreations, and heartfelt stories have thrust toys like Polly Pocket and Beanie Babies back into the limelight. For instance, the Polly Pocket 35th Anniversary Party Time Play Set recently went viral, prompting thousands of users to share childhood memories and creative ways to integrate the toy into modern life. This digital buzz helped the product sell out on QVC, who was offering it at a significant discount, and further cementing its cultural moment.
Similarly, Beanie Babies has seen a revival, with Ty Inc. launching a new line called “Beanie Bouncers.” However, one of the most heartwarming stories involves “Cookie,” a gingerbread-themed Beanie Belly that became an unexpected sensation. It all started when 18-year-old Devin Silva shared a post on X (formerly Twitter) about their conflicted feelings toward the plush toy. Initially calling Cookie “ugly,” Silva felt compelled to buy the toy anyway and shared a humorous post about it online. The post went viral, amassing over 27 million views within days.
The Tweet that started it all.
The overwhelming response to Cookie’s “redemption arc” sparked a frenzy. Fans described the toy as endearing and relatable, celebrating its perceived imperfections. Artistic renditions, fan edits, and creative posts featuring Cookie’s adventures flooded social media. Ty Inc. acknowledged Silva’s role in Cookie’s newfound fame and expressed gratitude for the creativity and joy shared by fans. Cookie has since sold out multiple times, proving the enduring appeal of Beanie Babies in the digital age. Notably, I was initially turned on to Cookie by our Director of Client Support, Alex Gaylord, who purchased one for his wife for Christmas after she fell in love with them. They sold out quickly, but he secured two before the resellers sucked up all the fun.
Alex’s wife showing off her Cookie bounty.
Iconic Brands Evolve for a New Era
Lisa Frank, synonymous with vibrant and whimsical school supplies of the ’80s and ’90s, also experienced renewed attention. The recent release of the docuseries “Glitter and Greed: The Lisa Frank Story” on Prime Video brought the brand back into the cultural conversation. This four-part series, which explored the company’s colorful history and shocking internal controversies, spurred discussions across platforms like Twitter and Instagram. Mentions of Lisa Frank peaked on December 15, 2024, demonstrating how storytelling can reignite interest in legacy brands. Please note that the official Lisa Frank X account has not Tweeted since 2023 but appears active on other platforms.
Other nostalgic revivals have taken root as well. The relaunch of Tamagotchis with app integration has drawn attention from those who remember the original 1990s virtual pets. Additionally, Blockbuster’s social media team has embraced its retro roots, blending humor and nostalgia to connect with a younger audience unfamiliar with their iconic yellow-and-blue stores. Even Furbies, once considered quirky and sometimes unsettling, have made a comeback with new colors and a nod to their original designs, sparking viral videos and memes.
Polly Pocket also made headlines in 2024 with the launch of a life-sized Polly Pocket house listed on Airbnb. The immersive experience allowed fans to step into a real-world version of the iconic toy, complete with vibrant pastel decor and miniature-inspired furniture. This creative initiative generated significant buzz on social media, as millennials eagerly booked stays to relive their childhood memories in a tangible way.
Another major player in the nostalgia boom is Pokémon. The franchise has continued to dominate with updates to its classic games, releases like “Pokémon Scarlet and Violet,” and collaborations such as the life-sized Snorlax bean bag chair that went viral on social media. Pokémon’s ability to evolve with its fan base while staying true to its roots exemplifies how brands can maintain relevance and sustain their nostalgic appeal across decades.
The Emotional Power of Nostalgia
90-day conversation volume on X for the Beanie Babies, PollyPocket, & Lisa Frank.
The millennial generation, now firmly in adulthood, has shown a unique tendency to revisit the joys of childhood as a form of comfort and connection. In a world increasingly defined by uncertainty, these toys and brands provide a tangible link to simpler times. Beyond mere sentimentality, this nostalgia has driven a consumer trend, with people buying these revived products for themselves or to share with their children.
“In the digital age, storytelling is everything. Brands with rich histories can use their archives to craft compelling narratives. Whether it’s a ‘throwback’ campaign or ‘then-and-now’ side-by-sides, the content can resonate across generations, proving that sometimes, the best way forward is to look back.” – Miranda McWeeney, ListenFirst CEO
The Economic Impact of Nostalgia
The nostalgia economy has proven to be a significant driver of consumer spending, with estimates suggesting it generates billions annually. According to a 2023 report by Research and Markets, the global retro merchandise market is projected to reach $35 billion by 2030, fueled by demand for vintage-inspired products, collectibles, and experiences. For instance, Pokémon alone has surpassed $100 billion in lifetime revenue, illustrating the lucrative potential of nostalgia-driven franchises. This economic impact extends beyond sales; nostalgia-centric marketing campaigns often see higher engagement and brand loyalty, providing long-term value for companies investing in this trend.
Strategic Timing and Marketing
The resurgence of these brands is no accident. Strategic timing, such as holiday season promotions and anniversary editions, has played a significant role. For instance, Polly Pocket’s anniversary release was perfectly timed to tap into both holiday shopping trends and the nostalgia of its core demographic. Similarly, Ty Inc. leveraged the visual and interactive appeal of their new Beanie Bouncers to create a buzz-worthy launch event.
Bridging Generations
One of the most compelling aspects of this revival is how these brands bridge generations. Millennials are introducing their favorite childhood toys to their children, creating a shared experience combining nostalgia and discovery. Social media amplifies this dynamic, with parents sharing videos of kids playing with updated versions of the toys they once loved.
Looking Ahead
As these brands continue to innovate and engage with their nostalgic fan base, it’s clear that this trend has staying power. The ability to blend emotional resonance with modern marketing techniques ensures that the allure of childhood nostalgia will remain a potent force in the marketplace. Whether through TikTok trends, documentary storytelling, or creative new product lines, the magic of these millennial icons is here to stay.
How Brands Can Tap Into Nostalgia on Social Media
“The power of nostalgia lies in its ability to transform forgotten moments into shared experiences. For brands without tangible product lines, old content—like show clips, vintage commercials, and original cast members —can become the catalyst for viral engagement when reimagined for today’s social platforms.” – Miranda McWeeney, ListenFirst CEO
Encourage User-Generated Content: Invite fans to share their stories and memories involving your brand. Use hashtags and challenges to amplify engagement, much like the viral unboxings of Polly Pocket.
Reintroduce Classic Products: Launch limited-edition or anniversary versions of beloved products, leveraging the emotional connection of fans. Be sure to highlight these releases with visually engaging content.
Collaborate with Influencers: Partner with influencers who resonate with the millennial demographic to create authentic, nostalgia-driven content that sparks conversation and drives awareness.
Create Shareable Moments: Design experiences or products that encourage sharing, such as interactive launch events or quirky features like Cookie’s perceived imperfections.
Leverage Multimedia Storytelling: Explore opportunities for docuseries, behind-the-scenes content, or mini-documentaries that dive into your brand’s history to connect with audiences on a deeper level.
Celebrate Fan Creativity: Highlight artistic tributes, fan edits, and creative uses of your products, as Ty Inc. did with the Cookie phenomenon. This reinforces community bonds and boosts brand loyalty.
Incorporate Nostalgia into Branding: Use retro-inspired visuals, packaging, or campaigns to evoke a sense of familiarity while appealing to modern sensibilities.
The resurgence of millennial nostalgia on social media is more than a trend—it’s a testament to the enduring power of childhood memories and their ability to create meaningful connections in today’s digital world. By tapping into this emotional resonance, brands can not only revive their legacies but also forge new relationships with audiences across generations. Whether through innovative product launches, creative storytelling, or fan-driven engagement, the nostalgia boom offers endless opportunities for brands to inspire, connect, and thrive in the modern marketplace.
The Dominance and Evolution of Sports Video Games: A Data-Driven Look
Sports video games have long been a cornerstone of the gaming industry, driving massive revenue, engagement, and social conversation across platforms. As the genre continues to evolve, recent data paints a clear picture of its unmatched impact on gamers, brands, and digital spaces worldwide. From record-breaking revenue numbers to surging social talkability, sports video games are not just a niche—they are a global cultural phenomenon.
Revenue Powerhouses: Sports Games Lead the Charts
According to Circana’s all-time best-selling sports video games list, franchises like NBA 2K and Madden NFL dominate the market. Titles such as NBA 2K21, NBA 2K23, and EA Sports College Football 25 consistently appear among the top sellers. Notably:
NBA 2K21 stands as the best-selling sports game of all time, showcasing the enduring popularity of basketball games.
EA Sports College Football 25 marks a triumphant return for college football games, solidifying its position at #2.
Wii Sports Resort, a cultural phenomenon from Nintendo, remains a unique outlier, proving the lasting impact of motion-controlled sports gaming.
These rankings underscore the financial success and staying power of sports franchises, which often release annual titles that draw millions of players year after year.
Market Growth Trends
The global Sports Games market is expected to grow at a robust CAGR (Compound annual growth rate) of 10.46% (2022-2027), reaching a projected revenue of US$13.8 billion by 2027. Key contributors to this growth include:
In-App Purchases (IAP): US$2.07 billion (2022).
Advertising Revenue: US$5.42 billion (2022).
Paid Game Sales: A smaller but still relevant US$0.03 billion.
With downloads projected to reach 5.17 billion in 2022 alone and an average revenue per download of US$1.45, the market shows no signs of slowing down.
Engagement and Social Talkability: A Modern Playing Field
Revenue alone doesn’t tell the full story. Engagement metrics and social talkability reveal how players interact with these games, sparking conversations, content creation, and community building.
Top Games Driving Engagement
From the ListenFirst data tracking engagements and social talkability (Jan-Dec 2024), sports franchises show impressive performance:
Title/Franchise
Total Engagements
Social Talkability
League of Legends
76.9M
7M
EA Sports FC 24
57.7M
2.4M
NBA 2K Franchise
28.8M
1.7M
While League of Legends isn’t technically a sports video game, we are counting it due to its sprawling esports ecosystem. It leads above the rest even though EA Sports FC 24 and NBA 2K franchises hold their own, demonstrating a consistent interest in sports simulations.
Top Sports Video Game Content of 2024
Recent data highlights the top-performing sports video game content across platforms, showcasing where fans are most active:
Game
Top Platform
Key Metric
EA Sports FC 24
TikTok
Viral User-Generated Content
NBA 2K Franchise
Instagram
Engagement Growth
Madden NFL 24
YouTube
Influencer Content Views
WWE 2K24
Twitter
Trending Discussions
MLB The Show 24
Facebook
Community Engagement
Top 5 Sports Game Content Posts by Engagement in 2024
Additional data from 2024 highlights the top-performing posts by engagements:
Rank
Game
Engagements
Platform
1
EA Sports FC 24
3,420,717
Instagram
2
EA Sports FC 24
3,160,316
Instagram
3
League of Legends
2,813,900
TikTok
4
League of Legends
1,983,949
YouTube
5
EA Sports FC 24
1,737,001
TikTok
The platforms of choice reveal emerging trends: TikTok’s rise as a hub for viral sports game content, Instagram’s role in showcasing highlights, and YouTube’s continued dominance for influencer-driven content.
Platform-Specific Trends
Instagram: EA Sports FC 24 drives the highest engagements here, with over 39M engagements.
TikTok: Surging in influence, League of Legends tallies 2.5M mentions, highlighting TikTok’s role in driving viral content.
YouTube & Twitter: While engagement fluctuates, both platforms remain vital for sports game communities, particularly for trailers, esports events, and influencer content.
The Correlation Between Engagement and Talkability
Interestingly, high-performing titles on the engagement charts also tend to dominate social talkability metrics. For instance:
EA Sports FC 24 combines 57.7M engagements with significant talkability, proving its role as a cultural conversation driver.
NBA 2K generates impressive platform-specific numbers but struggles with proportional talkability on TikTok and YouTube compared to competitors.
What Drives the Popularity of Sports Video Games?
1. Annual Releases and Fan Loyalty
Sports games thrive on loyal fan bases and consistent updates. Annual releases like Madden NFL and NBA 2K deliver updated rosters, improved mechanics, and fresh visuals, ensuring players return year after year.
2. Competitive Gameplay and Esports
The rise of esports has amplified the appeal of sports games. Titles like FIFA (now EA Sports FC) and NBA 2K have dedicated esports leagues, attracting both casual players and competitive gamers.
3. Realism and Immersion
Advancements in graphics and gameplay physics have elevated sports games to near-realistic experiences. From lifelike animations to strategic depth, these games offer a faithful replication of real-world sports.
4. Social Media and User-Generated Content
Platforms like TikTok, YouTube, and Instagram allow players to share highlights, tutorials, and funny moments. Social talkability fuels the growth of sports games, turning memorable in-game moments into viral content.
Looking Ahead: Opportunities and Challenges
Opportunities
Emerging Platforms: TikTok’s explosive growth in engagement and talkability offers new opportunities for sports game publishers to connect with younger audiences.
Mobile Gaming: With downloads projected to hit 5.17 billion, mobile sports games present a massive growth area, particularly in emerging markets.
Esports Expansion: Building more accessible and engaging esports ecosystems can drive further engagement and revenue.
Challenges
Market Saturation: Annual releases must continue innovating to avoid franchise fatigue.
Rising Development Costs: Delivering hyper-realistic experiences demands significant investment in technology and talent.
Balancing Monetization: While in-app purchases and ads drive revenue, publishers must balance profitability with player satisfaction.
Conclusion: The Future is Bright for Sports Video Games
Sports video games have proven their dominance in both revenue and engagement, with franchises like NBA 2K, Madden NFL, and EA Sports FC leading the charge. Coupled with rising social talkability on platforms like TikTok and Instagram, the genre’s growth shows no signs of slowing down.
As technology advances and new platforms emerge, sports games will continue to redefine the gaming experience, blending realism, competition, and community into one seamless package. Whether you’re a casual player or an esports champion, the world of sports gaming offers something for everyone—and its best days are still ahead.
Defying Gravity: How Wicked Mastered Social Media Marketing
The film adaptation of Wicked has captivated audiences far beyond the silver screen. Through an innovative and meticulously crafted social media campaign, Universal Pictures created more than just a movie premiere—it launched a cultural phenomenon. The campaign saw Universal partnering with over 400 brands, including Starbucks, Lego, H&M, and Beis, surpassing Mattel’s Barbie, which featured 100+ collaborations. Universal’s marketing chief, Michael Moses, summed up the approach as aiming to be “just short of obnoxious,” reflecting the need to adapt to the death of “monoculture.” As Moses explained, “We live in an environment where monoculture doesn’t happen as it used to. So, you have to be everywhere. If you’re chronically online, you probably saw everything. But there are so many people who aren’t, and we needed to be wherever they were in their consumer journeys.” Combining strategic partnerships, engaging storytelling, and data-driven insights, Wicked set a new benchmark for how films can leverage social media to connect with audiences. We dug into the campaign, explored what brands can learn from it, and spoke with Miranda McWeeney, CEO of ListenFirst, to get her thoughts on the magic it created.
Building Anticipation Across Platforms
To generate excitement, Universal Pictures activated a multi-platform strategy spanning Instagram, TikTok, Twitter, and YouTube. Each channel delivered unique content tailored to fan engagement:
Countdowns and Q&As: Interactive posts on Instagram and TikTok encouraged fans to feel part of the journey to the premiere.
Teasers and Trailers: YouTube and Twitter hosted exclusive previews and behind-the-scenes clips, fueling intrigue.
Unified Visual Identity: Across all platforms, the campaign featured Wicked’s signature green-and-pink aesthetic and iconic music, making its content instantly recognizable.
This approach not only broadened the campaign’s reach but also deepened audience engagement, fostering excitement months before the release.
By the Numbers: The campaign attracted over 1 million new followers (+970%) in six months, boosting the total social audience to 1.63 million.
“Universal’s ability to tailor content to each platform while maintaining a cohesive brand identity highlights a fundamental truth: audiences engage differently across channels. Brands that invest in platform-specific strategies see higher engagement and better ROI.” – Miranda McWeeney
Short-Form Video: Capturing Hearts in Seconds
Short-form video was central to Wicked’s social media strategy, with platforms like TikTok, Instagram Reels, and YouTube Shorts delivering bite-sized glimpses into the film’s world. From character moments to sneak peeks of musical performances, these videos captivated fans and kept them coming back for more.
Video Highlights:
“You can’t bring her down 💚🧹”: 15 million views and 2.8 million engagements.
“Becoming Elphaba 💚”: 12.7 million views, offering fans a behind-the-scenes look at the iconic transformation.
“Short-form video isn’t just about attention-grabbing content—it’s about creating an emotional connection in seconds. Wicked’s strategy of blending character moments and behind-the-scenes glimpses demonstrates how to captivate audiences and keep them coming back for more.” – Miranda McWeeney
Overall Impact: The campaign amassed an extraordinary 227 million public video views (+999%), demonstrating the immense power of visually engaging short-form content.
Strategic Brand Partnerships: Expanding the Universe
Wicked’s marketing went beyond traditional promotions by embedding itself into fans’ everyday lives through strategic partnerships:
R.E.M. Beauty: Ariana Grande’s cosmetics line launched a Wicked-themed collection, inspiring viral unboxing videos and tutorials.
Spotify: Fans enjoyed curated playlists, blending nostalgia with anticipation for the movie’s soundtrack.
Starbucks: Limited-edition Wicked-inspired drinks turned coffee shops into photo opportunities shared widely on social media.
These partnerships not only amplified the film’s reach but also created organic user-generated content that further spread Wicked’s magic.
What Worked: By aligning with culturally relevant brands, Wicked seamlessly integrated into lifestyle moments, keeping the film top-of-mind for its audience.
“Partnerships like those between Wicked and culturally relevant brands don’t just amplify reach—they embed the story into everyday life. This strategy creates moments of discovery for audiences, making the campaign feel personal and omnipresent.” – Miranda McWeeney
Cohesive Branding: A Magical Identity
One of the campaign’s greatest strengths was its consistent visual and thematic identity. From social media posts to merchandise packaging, Wicked maintained a cohesive aesthetic featuring its green-and-pink palette, whimsical bubbles, and beloved characters.
Key Metrics:
Engagements: 42.3 million (+529%) across platforms.
Top Post: “You can’t bring her down 💚🧹” with 2.8 million engagements and 115,700 shares, underscoring the power of visually stunning and emotionally resonant content.
Lesson for Brands: A strong, recognizable identity not only builds trust but also deepens emotional connections with your audience.
Top-Performing Social Media Posts
The campaign’s top five posts highlight key elements of its success:
“You can’t bring her down 💚🧹”: Empowering tagline paired with iconic visuals; 15 million views, 2.8 million engagements.
“The magical event of the year arrives November 22!”: Nostalgic messaging drove 1.8 million engagements and 14.6 million views.
“What is this feeling so sudden and new?”: Leveraged beloved music to engage fans emotionally; 12.1 million views.
“We know about popular. 🎵”: Humor and charm inspired 1.4 million engagements and 16.7 million views.
“Becoming Elphaba 💚”: Behind-the-scenes content showcasing the transformation process captivated fans; 12.7 million views.
Key Insights: These posts combined nostalgia, empowerment, and creativity to spark widespread engagement and shares.
Viral Moments: Amplifying Reach Organically
A pivotal moment in the campaign occurred during a press tour interview when journalist Tracey E. Gilchrist told stars Cynthia Erivo and Ariana Grande that fans were “holding space” for the empowering lyrics of “Defying Gravity.” The emotional and somewhat perplexed reactions from the stars led to a viral meme, with social media users humorously applying the phrase to various contexts.
This organic viral moment extended the campaign’s reach, engaging audiences beyond traditional marketing channels and showcasing the power of authentic, unscripted interactions.
Lesson for Brands: Embrace and leverage unexpected viral moments to humanize your brand and connect with audiences on a deeper level.
“Brands often overlook the power of organic moments, but these unscripted interactions can humanize a campaign and extend its reach exponentially. Wicked’s success here is a reminder to stay agile and lean into the unexpected.” – Miranda McWeeney
Data-Driven Success
The campaign’s impressive metrics within 6 months of the premiere underscore the effectiveness of its strategy:
Follower Growth: Over 1 million new followers across platforms (+970%).
Engagements: 42.3 million total interactions (+529%).
Public Impressions: 30.9 million impressions on Twitter alone (+230%).
Public Video Views: 227 million total views (+999%).
Despite a slight dip in response rate (45.18%, -29%), these numbers highlight the campaign’s ability to drive buzz and build community on an unprecedented scale.
Key Takeaways for Brands
The Wicked campaign provides a roadmap for creating impactful social media strategies:
Be Multi-Platform Savvy: Tailor content to different platforms while maintaining a cohesive identity.
Leverage Short-Form Video: Capture attention quickly with visually dynamic and emotionally resonant content.
Collaborate Strategically: Partner with brands to expand your audience and create cultural relevance.
Stay Consistent: A cohesive visual and thematic identity builds trust and recognition.
Embrace Viral Moments: Leverage unexpected viral content to humanize your brand and extend reach.
Track and Optimize: Use data to refine your approach and measure success in real time.
Final Thoughts
The Wicked social media campaign redefined what movie marketing can achieve, blending creativity, strategy, and data to create an immersive, unforgettable experience for fans. By embracing multi-platform engagement, leveraging short-form video, partnering with culturally relevant brands, and capitalizing on organic viral moments, Universal Pictures didn’t just promote a film—it built a movement.
The campaign’s success lies in its ability to make fans feel like active participants in the story. From nostalgic nods to the original musical to behind-the-scenes insights and interactive content, Wicked turned its audience into co-creators of its magic. And with staggering metrics like 227 million video views, 42.3 million engagements, and 30.9 million impressions, it’s clear the campaign resonated far and wide.
For brands, Wicked offers invaluable lessons: focus on emotional storytelling, maintain a cohesive brand identity, and embrace the unexpected. Whether you’re launching a product, building a campaign, or promoting an event, these strategies provide a roadmap for connecting with audiences and creating moments that truly resonate.
The Wicked campaign didn’t just defy gravity—it set a new standard for capturing and inspiring audiences in the digital age.
