Marketing Trend Tracker - Series 15

December 11, 2024

The countdown to the New Year has begun, but 2024 trends are still making their mark. In this edition of Trend Tracker, we dive into the latest developments across social media platforms. Unfortunately for TikTok, the platform is back in the headlines—but not for the right reasons. Canada has made the decision to expel TikTok’s offices and employees from the country, adding to the ongoing scrutiny the app faces after the U.S. courts ruled to uphold the potential TikTok ban. Instagram is expanding its "boosted" capabilities, offering advertisers more opportunities to reach their audiences. Meanwhile, a new contender is rising in the social media space, with Bluesky gaining significant traction in recent weeks. Read on to discover how these shifts could impact the marketing landscape.

Brazil Bans X

Canada Ousts TikTok’s Local Offices

In recent weeks, Canada has followed in the footsteps of countries like the United States and taken action against TikTok. Although not as severe as a potential app ban, Canada has ruled that TikTok must shut down its operations in the cities of Vancouver and Toronto due to “cybersecurity and foreign interference concerns.” 


Similar to the statements of other nations, the Canadian government does not cite any specific threats, only that the decision was made “on the basis of the analysis…conducted with…security services” which found that activities at TikTok offices were “injurious to national security.” The main issue countries have with the platform is how TikTok could share user data with the Chinese homeland. 


This is not the first time Canada has shown precaution with the social media platform. Since last year, TikTok has been prohibited on government devices. Right now, the Canadian government’s decision to prioritize the closure of TikTok’s offices without opting for action against the app remains unclear. Nevertheless, it is not a great sign for TikTok and its future. 

In recent weeks, Canada has followed in the footsteps of countries like the United States and taken action against TikTok. Although not as severe as a potential app ban, Canada has ruled that TikTok must shut down its operations in the cities of Vancouver and Toronto due to “cybersecurity and foreign interference concerns.” 


Similar to the statements of other nations, the Canadian government does not cite any specific threats, only that the decision was made “on the basis of the analysis…conducted with…security services” which found that activities at TikTok offices were “injurious to national security.” The main issue countries have with the platform is how TikTok could share user data with the Chinese homeland. 


This is not the first time Canada has shown precaution with the social media platform. Since last year, TikTok has been prohibited on government devices. Right now, the Canadian government’s decision to prioritize the closure of TikTok’s offices without opting for action against the app remains unclear. Nevertheless, it is not a great sign for TikTok and its future. 

Instagram Expands Boosted Posts

Fans of boosted posts have something to celebrate as Instagram has added new ways to increase the value of your best-performing organic content. At its core, the “boost” option started as a simple, straightforward tool to push performing content while it is relevant. 


Prior to the most recent update, some posts were not eligible to boost because of issues within Meta as well as with copyright. However, a broader range of content has been approved to become boosted for professional accounts. Previously, having copyrighted music in your boosted posts often generated an error, but that’s no longer the case. Content with copyrighted music may now be boosted upon replacing the sound with one that is boost-eligible. Also, Instagram states that this update allows for “most GIFs and stickers” to be boosted. This flexibility allows for advertisers to promote a wider range of organic posts across Meta properties.

Bluesky Is On The Rise

Bluesky has gained significant popularity in recent months as users increasingly turn away from other platforms that no longer meet their needs or expectations. (For more information about what Bluesky is and how it operates, visit our blog post “Bluesky: The Future of Decentralized Social Media.”) In short, Bluesky is an X (formerly Twitter) and Threads-style app that focuses on short text-based posts. Bluesky's recent surge in popularity can be attributed to several factors, including a reaction against X (formerly Twitter), Threads' stance on political posts, and users' desire for a more informal atmosphere. Currently, Bluesky operates like Twitter in its beginning: as an informal setting incorporating politics as a topic of conversation without the typical algorithm targeting of most modern platforms. Bluesky aims to replace the conventional "master algorithm," controlled by a single company, with an open and diverse "marketplace of algorithms." As a result, the platform allows users to “customize their feed” with their own algorithms. 


Right now, X and Threads are opposite ends of the spectrum. Due to Elon Musk’s relationship with Trump, X has become a platform for him to express his political ideas, which has alienated some of the user base. On the opposite end of the spectrum, Threads has been very anti-political, restricting certain topics from being posted.



Since August, Bluesky has tripled its user count, now reaching over 20 million users; yet it still trails in comparison to its competitors. Although it may be too early for many marketers to start investing resources and time into this app, it is certainly something to watch out for. 

Bluesky has gained significant popularity in recent months as users increasingly turn away from other platforms that no longer meet their needs or expectations. (For more information about what Bluesky is and how it operates, visit our blog post “Bluesky: The Future of Decentralized Social Media.”) In short, Bluesky is an X (formerly Twitter) and Threads-style app that focuses on short text-based posts. Bluesky's recent surge in popularity can be attributed to several factors, including a reaction against X (formerly Twitter), Threads' stance on political posts, and users' desire for a more informal atmosphere. Currently, Bluesky operates like Twitter in its beginning: as an informal setting incorporating politics as a topic of conversation without the typical algorithm targeting of most modern platforms. Bluesky aims to replace the conventional "master algorithm," controlled by a single company, with an open and diverse "marketplace of algorithms." As a result, the platform allows users to “customize their feed” with their own algorithms.

Right now, X and Threads are opposite ends of the spectrum. Due to Elon Musk’s relationship with Trump, X has become a platform for him to express his political ideas, which has alienated some of the user base. On the opposite end of the spectrum, Threads has been very anti-political, restricting certain topics from being posted.


Since August, Bluesky has tripled its user count, now reaching over 20 million users; yet it still trails in comparison to its competitors. Although it may be too early for many marketers to start investing resources and time into this app, it is certainly something to watch out for. 

At SparkShoppe, we specialize in staying ahead of the curve. Get in touch today to learn how our team of marketing experts can help elevate your brand and keep you at the forefront of industry trends!

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