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It’s the start of the year, which means an abundance of people have recently kicked off plans to improve their finances, skin care or wellness. According to a poll from market research company YouGov, nearly 40% of people make New Year’s resolutions.
This year, many have taken to social platforms like TikTok to reveal what they’re prioritizing for the year. But according to Larry Milstein, co-founder of creative communications agency PRZM, these “lists” look a bit different than in years past.
“The conversation has evolved from traditional lists of self-improvement resolutions to the now ubiquitous ‘In/Out’ lists. This shift is interesting since it’s a format that is more outward-facing and positions everyday users as social commentators and arbiters of taste,” said Milstein. “Another format that has been notable is the rise of manifesting by ‘posting into existence’ — where users are listing personal ambitions or, often, materially driven “goals” — and setting it to trending sounds in a form of half-joking prayer, like ‘Dear Lord,….”
On TikTok, #2024insandouts has over 28 million views, and #insandouts has 102.2 million views. Users are mostly highlighting brands, trends and aesthetics rather than focusing on traditional self-improvement goals, as Milstein noted. And, as expected, beauty and wellness were among the most popular topics spotlighted on those lists: #2024beautypredications currently has over 561,000 views. With so many TikTokers focused on upgrading their beauty and skin care this year, it’s no surprise that certain products have already gained momentum on TikTok this month.
“Self-care tech has been a big winner, with items like LED light therapy tools and masks, ice rollers, skin-care mini-fridges, and Dyson hair gadgets getting a lot of attention as people look to achieve a 2024 glow-up,” Milstein said.
In addition, he said, he’s noticed a surprising rise in nods to traditional resolution planning. “One item having a bit of a renaissance in the New Year is the physical planner and overall interest in analog activities like vision boarding, collating, journaling and making reading lists,” he said.
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