If 2024 taught us anything, it’s that attention spans are shorter than ever, but the hunger for content? Somehow still insatiable.
Creators, brands, and even your aunt who just discovered Reels spent the year trying to crack the code of “what works.” And while the algorithm overlords still love a mystery, a few clear patterns emerged across the major social platforms.
From mini-documentaries to chaotic product hauls, unboxing clips were everywhere – and not just for phones or sneakers. Mystery boxes became a sleeper hit across Instagram and TikTok, pulling millions of views with that perfect mix of sparkle and surprise. That’s the thing with content now: it’s not just about what you show, but how you reveal it.
Short-form video dominated so hard in 2024 that even platforms like Bluesky, which were still figuring themselves out, rushed to add support for it. But let’s focus on the big players that shaped the year from start to finish.
YouTube: Short-Form Content With Long-Term Appeal
Yes, long-form content still lives on YouTube – but Shorts exploded. They weren’t just filler either. Creators used them for bite-sized tutorials, fast product reviews, and teasers for bigger videos. The algorithm started giving Shorts more love in search and recommendations, which meant creators couldn’t afford to ignore them.
We saw creators pulling stunts like 10-second cooking hacks, speed unboxings, and even flash polls – all designed to hook you before you hit “skip.” And it worked. Channels that used Shorts strategically saw boosts in both reach and subs.
TikTok: Where Trends Are Born (and Die Within Days)
TikTok remained the Wild West – in the best way.
What worked here was less about polish and more about raw energy. Authenticity, humor, and jumping on trends early (really early) paid off. If you waited two days to hop on a trending sound? Too late. Already dead. Try again next scroll.
Unboxings were massive, but with a twist. People weren’t just opening boxes – they were telling stories. The “I bought this thing and got scammed” or “This $20 box just gave me a $300 bracelet” formats blurred the line between drama and product review. Viewers couldn’t look away.
Snapchat: Still Quietly Winning With Gen Z
While it’s not making as much noise as TikTok or Instagram, Snapchat kept its grip on the under-25 crowd. Its content stayed short, raw, and super personal.
What worked in 2024? Behind-the-scenes snaps, disappearing giveaways, and location-based exclusives. Brands leaned into ephemeral content to drive urgency – if you missed it, it was gone. And that FOMO still works.
Even user-generated mystery unboxings found their place, especially when paired with short captioned reactions and streak-based engagement tricks.
Instagram: Reels, Aesthetic Chaos, and Social Shopping
Instagram had a bit of an identity crisis in 2023, but by 2024, it finally leaned all-in on Reels. The app rewarded creators who kept things snappy and shoppable.
What absolutely took off? Visually satisfying content. That includes food cutting videos, oddly therapeutic cleanups, and yes – aesthetic unboxings. The jewelry mystery box category did surprisingly well here, thanks to the combo of sparkly visuals and the dopamine rush of seeing what comes next.
Shopping got smoother too. With better tagging tools, creators could link directly to what they were showing off, and Instagram made it easier for users to buy without ever leaving the app.
Threads: Fast Takes, Hot Commentary, and Micro-Influencer Wins
Threads found its footing in 2024 by becoming the place for fast takes, trending commentary, and shareable micro-thoughts. Think Twitter, but with less toxicity and better formatting. Creators used it for behind-the-scenes thoughts, link drops, and rapid-fire Q&As with their followers.
While Threads didn’t lean as hard into video as TikTok or YouTube, short clips still worked when paired with snappy captions and community-driven trends. Think: “Here’s what I got in my mystery box, and why it made me scream” followed by a one-minute reaction video and a poll.
TL;DR – The Secret Sauce in 2024
Across all platforms, a few things consistently worked:
- Short-form video reigned supreme. If it wasn’t under 90 seconds, good luck.
- Unboxing + storytelling = views. Especially when paired with real reactions or unexpected twists.
- Authenticity beat aesthetics. People care more about why than how.
- Interactivity was key. Polls, duets, reactions – anything that made viewers part of the experience.
Even in a year where trends moved at lightning speed, the content that felt real and gave people a little dopamine hit – whether from a viral dance or a surprise piece of jewelry – won the scroll war.
Want to win in 2025? Keep it short, keep it honest, and maybe… just maybe… don’t underestimate the power of a shiny little mystery box.
