Pop culture moved hard and fast in 2024 — and it was undeniably led by TikTok. The platform has become the epicenter of viral moments and memes, shaping the cultural landscape in ways that other social media platforms could only dream of. While X (formerly Twitter) became a ghost town plagued by bots and Facebook leaned into AI-generated content, TikTok emerged as the vibrant heart of online culture. Instagram’s reels continued to be dominated by TikTok content, further solidifying the platform’s influence.
In an overwhelming year, pop culture and memes took on an irreverent tone, often distilled into one or two words. Individuals became famous for phrases like “bringing the boom,” “hawk tuah,” or simply being a “brat.” This reductionist approach to humor and expression resonated deeply with audiences, reflecting a collective desire for simplicity amidst the chaos of modern life.
The internet buzzed with conspiracies and memes, from theorizing about #WhereIsKate to tracking down the real-life inspiration behind Baby Reindeer. Even serious topics like assassination attempts were transformed into meme fodder, showcasing the internet’s unique ability to blend humor with darker themes. The Olympic Games provided a rich tapestry of content, as viewers joked about athletes’ antics, Justin Timberlake’s tumultuous world tour, and Jojo Siwa’s groundbreaking performances, all while celebrity lookalike competitions popped up in parks around the globe.
February kicked off with a notable event: Willy’s Chocolate Experience in Glasgow. Marketed as an immersive recreation of Roald Dahl’s whimsical chocolate factory, the reality was a stark contrast. Visitors found themselves in a largely empty warehouse, greeted by a disheartened Oompa Loompa and a lackluster experience that left many feeling cheated. This disappointment served as a metaphor for the broader societal struggles of rising living costs and the quest for joy in a tumultuous world.
In the same month, Taylor Swift’s Eras Tour took Australia by storm. Following her recognition as Time’s Person of the Year, Swift continued to dominate headlines with a tour that grossed an estimated $3 billion, making it one of the largest in history. The tour not only transformed homemade beaded friendship bracelets into a must-have accessory but also created a palpable buzz in cities worldwide. Fans flocked to her shows, eagerly sharing experiences and surprise songs, while her tie-in concert film shattered box office records.
April brought a viral TikTok moment that sparked a global conversation about safety and gender. A simple question posed to women—whether they would prefer to encounter a man or a bear in the woods—yielded a resounding preference for the bear. This humorous yet poignant exchange highlighted the realities of women’s experiences and the societal fears surrounding male aggression. The question was later flipped to men, revealing a stark contrast in responses that further fueled the discussion.
The ongoing feud between Kendrick Lamar and Drake dominated the music scene in April, with both artists exchanging barbs through increasingly pointed diss tracks. The rivalry captivated fans and led to a flurry of memes, particularly as Lamar consistently outshone Drake with his lyrical prowess. The culmination of their feud saw Drake resorting to legal action, a testament to the intense stakes involved in their artistic battle.
May saw a surprising viral moment when TikToker Georgia Godworth inadvertently interviewed renowned director Baz Luhrmann on the streets of Sydney. The encounter, marked by Luhrmann’s candid remarks about his open marriage, quickly gained traction online, showcasing the unpredictable nature of social media interactions and the power of spontaneity in the digital age.
June introduced the phenomenon of “hawk tuah,” a term coined by Tennessee factory worker Haliey Welch during a TikTok interview. Her playful response to a provocative question led to a meteoric rise in fame, resulting in merchandise sales and a successful podcast. Welch’s journey exemplified the potential for ordinary individuals to achieve extraordinary success through viral moments.
The summer of 2024 was defined by Charli XCX’s album “Brat,” which resonated with audiences and became a cultural touchstone. The album’s aesthetic and sound drew heavily from 2000s club culture, and its catchy tracks inspired viral dances and remixes. Charli’s influence extended beyond music, as she headlined festivals and collaborated with other major artists, solidifying her status as a pop icon.
As the year progressed, the US election cycle heated up, with Vice-President Kamala Harris stepping up as a Democratic candidate. The political landscape became a breeding ground for memes, with humorous takes on candidates and their antics flooding social media. The absurdity of the election cycle provided a much-needed distraction, even as the stakes grew higher.
In August, TikToker Jools Lebron captured attention with her humorous advice on being “very demure, very mindful.” Her tongue-in-cheek videos resonated with viewers, offering a lighthearted take on societal expectations while also highlighting her personal journey toward self-acceptance and empowerment.
September introduced Moo Deng, a baby pygmy hippopotamus who became an internet sensation. Her playful antics and relatable expressions resonated with audiences, symbolizing the desire for joy and escape in a chaotic world. Moo Deng’s popularity served as a reminder of the power of animals to bring comfort and laughter amidst uncertainty.
As the year drew to a close, movies played a significant role in shaping pop culture. The release of “Wicked” and its chaotic press tour exemplified the intersection of film and meme culture, as studios embraced the viral potential of their projects. The year saw a blend of blockbuster hits and indie films gaining traction through social media, showcasing the evolving landscape of entertainment.
In 2024, TikTok emerged as the undeniable leader in shaping pop culture, driving trends, and creating viral moments that resonated with audiences worldwide. The platform’s influence permeated every aspect of life, from music and politics to personal anecdotes and animal antics, reflecting the diverse and ever-changing nature of modern culture.
