As 2024 wraps up, Google’s Year in Search offers a powerful take on search trends and behaviours, offering a treasure trove of insights. 

From epic sports events like the Copa América and UEFA European Championship to pop culture moments like Inside Out 2 and Kendrick Lamar’s ‘Not Like Us’, the trends reflect what audiences were interested in.

Different types of search methods gained traction, with tools like Google Lens and Circle to Search used for translations, shopping, and product identification. This emphasises the growing importance of interactive and visual content in marketing strategies.

Meanwhile, global events, including the U.S. elections, drove searches for figures like Donald Trump and Kamala Harris. This reflects the blending of news and cultural dialogue across platforms like X, Threads and Bluesky. 

Even unexpected trends, such as viral Olympic recipes, underline the potential for creativity in campaign planning. 

As we approach 2025, creators should embrace fresh ideas, visual storytelling and deeper conversations to connect in new and impactful ways.