Snapchat has shared its most notable trends for 2024, reflecting the platform's continued expansion and innovation. From engaging Lenses to the rising popularity of Bitmoji and beauty-related content, the platform has remained a central player in digital culture.

In terms of Lenses, Snap users were drawn to three key trends in 2024: the Pink Dog, Soft Filter, and Scribble World Lenses. The Pink Dog Lens continues to charm users with its fun, playful design, reminiscent of earlier Snapchat trends. The Soft Filter, which modifies users’ appearance, has sparked some debate due to its ability to alter how people look in photos, a feature recently restricted by TikTok for younger audiences. Meanwhile, Scribble World offered a quirky, artistic alternative, drawing comparisons to the iconic “Take on Me” music video. Sponsored Lenses also remained popular, with Venom and collaborations with Bojangles gaining significant attention.

Another major development is the growing influence of Bitmoji. Snap sees these personalized avatars as pivotal to the future of AR and VR experiences. The platform’s push to enhance Bitmoji’s visual appeal and add new clothing options reflects its aim to position these avatars as digital stand-ins for users in virtual spaces. Two major campaigns that featured Bitmoji Lenses in 2024 were Applebee’s and Pepsi, further solidifying the commercial potential of these digital characters. Fashion-wise, popular Bitmoji items included baggy sweatpants, skater jorts, and plush slippers, all of which evoke a 90s nostalgia that has gained traction this year.

Snapchat’s role in the beauty industry also grew in 2024, with nearly 113 million users trying out sponsored beauty Lenses. Ulta Beauty and göt2b Metallic were two of the most shareable beauty campaigns on the platform, highlighting Snapchat’s power in beauty content creation. In fact, users spent more than 262 million hours watching beauty content on Spotlight, reinforcing Snapchat’s position as a key player in the beauty and cosmetics space.

Music also played a significant role in Snapchat’s 2024 trends. Popular tracks used in content creation included The Cure’s “Friday I’m in Love” and Artemas’s “I Like the Way You Kiss Me”, while Tommy Richman’s “Million Dollar Baby” and a Lens promoting Charlie XCX’s album were among the year’s top music-related Lens campaigns.

Lastly, Snapchat reported a significant demographic shift in 2024. The platform now has more than 50% of its users aged 25 and older in the U.S., signaling a broadening appeal to a wider, more diverse audience. This shift could shape the platform’s future strategies as it continues to grow beyond its traditionally younger user base.

Snapchat’s 2024 trends paint a picture of a platform constantly innovating, expanding its audience, and staying relevant in an ever-evolving digital landscape. Whether through engaging Lenses, evolving Bitmoji features, or its impact on beauty and music, Snapchat has proven its adaptability and cultural significance in 2024.

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