The only guarantee in social media is that everything will change.In 2023, the social media landscape experienced wide-spread change. Twitter became X. Meta launched its own conversational, text-focused app, Threads, which gained 100 million users in less than a week. Platforms experimented with new monetization strategies, like charging for API access, account verification, ad-free experiences, and even security features like two-factor authentication. TikTok faced increased scrutiny as well as local and national attempts to ban the app in the United States.Not only did the platforms change, but the way consumers used social media channels shifted. Last year’s next-big-platform BeReal waned in popularity, even among its early adopters in Gen Z. Instead, Gen Z bolstered growth for Pinterest. TikTok proved it wasn’t just for “kids” — Gen X joined TikTok in droves, with AARP following close behind to target older users on the platform. The social media world stood still for the Roman Empire, Taylor Swift and the Barbie movie