Insights and Updates from Our Top 2024 Insight Briefs

Social media and shopping trends changed how businesses and people connect this year. At Infegy, we used powerful tools like Infegy Starscape and the Infegy API to uncover what these changes meant and shared our findings to help brands make smarter decisions.

From influencer dramas to brands facing tough challenges, 2024 was full of moments that showed how important it is to understand what people say online. By looking at examples like Marques Brownlee’s public mistakes, McDonald’s fight to stay popular amid increasing prices, and luxury brands trying new strategies amid industry headwinds, we learned how businesses can handle problems, adjust to new trends, and stay connected to their fans.

Let’s look back at three of our most-read stories, see what happened next, how our predictions played out, and learn what businesses can do to stay ahead in 2025. These stories show how listening to what people say online can shape how brands succeed.

MKBHD’s Panels Controversy: What Happened Next

What We First Found

In our original report, we shared how Marques Brownlee, also known as MKBHD, faced backlash when he launched his app Panels by analyzing 7.2 million comments left on his YouTube videos. Fans were upset about the pricing, subscriptions, and the use of AI-generated content. But MKBHD handled the situation well—he was open about the problems, made changes, and regained his audience’s trust.

What Happened Later

Just weeks after his audience calmed down, MKBHD was in trouble again. This time, he posted a video showing himself driving 96 MPH in a 35 MPH school zone. Fans were quick to call him out, and the situation got worse when he tried to edit the footage out of the video and gave an apology that felt insincere. Many viewers saw this as an attempt to hide his mistake, making people angrier.

Figure 1: Sentimental MKBHD Post Volume (September 3, 2024, through December 3, 2024); Infegy Social Dataset.

The reaction online was huge. People posted a lot about the speeding video and the apology, and their comments were overwhelmingly negative. Fans who had trusted him before now expressed disappointment and frustration.

Figure 2: Topics Sourced From MKBHD-Conversation (November 11, 2024 through November 12, 2024); Infegy Social Dataset.  

What This Means

This situation shows how important it is for influencers to handle mistakes correctly. While MKBHD did a great job fixing things during the Panels controversy, this time, his actions—like trying to cover up the speeding video—made things worse. For influencers, honesty and accountability are key to keeping the trust of their fans.

For brands and influencers, using tools like Infegy’s scalable data analysis enabled by our API to track public reactions in real time can make a big difference. When you know what people are saying and how they feel, you can respond more thoughtfully and avoid making problems bigger than they already are.

McDonald’s Price Increase Crisis: What Happened Next

What We First Found

Our original report analyzed how McDonald’s faced significant backlash after raising its prices. Fans on platforms like Reddit were especially critical, complaining about the cost of menu items like Big Macs and Oreo McFlurries. Many connected these complaints to broader concerns about inflation. Our data showed increasing negative sentiment, with some customers saying they might stop going to McDonald’s.

What Happened Later

After the price increase backlash, McDonald’s introduced a $5 meal deal. This offer included a small drink, fries, a sandwich, and four nuggets for just $5. Fans loved it, and McDonald’s decided to expand its low-cost menu options.

This move boosted customer satisfaction and helped McDonald’s recover from other challenges, like a food poisoning outbreak involving Quarter Pounders throughout the United States. Social media posts about the $5 meal deal skyrocketed, and the overall sentiment toward the brand improved significantly.

Figure 3: Sentimental McDonald’s Post Volume (September 3, 2024 through December 3, 2024); Infegy Social Dataset.

Figure 4: Topics Sourced From McDonald’s online conversation (September 3, 2024, through November 3, 2024); Infegy Social Dataset.  

What This Means

McDonald’s $5 meal deal shows how offering something new and valuable can turn things around. While the previous price increase caused a lot of negativity, the newaffordable option reminded fans why they love McDonald’s.

For businesses, this is a great example of how listening to what customers say online can lead to smart decisions. By responding to what people care about—like affordability—brands can rebuild trust and improve their reputation. Using tools like Infegy Starscape to monitor customer sentiment helps businesses act quickly and make changes that truly matter to their fans.

Struggling 2024 Luxury Brands: What Happened Next

What We First Found

Our original report explored how luxury brands like Gucci, Balenciaga, and Burberry faced significant challenges this year. Social media data showed fewer posts about these brands and less interest overall, which we linked to economic struggles in key markets like China, Japan, and Korea. However, collaborations with influencers and celebrities in Asia, such as #JIMINxDIOR and #JISOOxDiorAW23, showed promise for bringing these brands back into the spotlight.

What Happened Later

Since our first report, we’ve seen some significant changes. Post volume about luxury brands surged during major events like Fashion Week, especially for Gucci. Collaborations with celebrities and influencers performed well, drawing high positive sentiment. Instead of focusing on Asia, many luxury brands have shifted their attention to Europe, and they are now seeing more vigorous growth.

Figure 5: Gucci Post Volume (January 3, 2022 through December 3, 2024); Infegy Social Dataset.

This return to their European roots is helping brands regain momentum despite the economic challenges in Asia. Social media conversations about these brands now show excitement and positivity, particularly around European fashion shows and influencer partnerships.

Figure 6: Gucci Geographic Distribution (January 3, 2024 through December 3, 2024); Infegy Social Dataset.

What This Means

Luxury brands are proving that adapting to changing markets is key to staying relevant. By focusing on what works—like influencer partnerships and their European heritage—brands like Gucci are finding ways to grow even in tough times.

For businesses, this is a lesson in using data to guide strategy. Tools like Infegy Starscape help brands identify where their strengths lie and where they should focus next. Whether choosing the right market or finding the perfect collaborator, real-time insights can make all the difference in turning challenges into opportunities.

Lessons from 2024 To Shape 2025

The stories we’ve revisited—spanning influencer challenges, fast food comebacks, and luxury brand reinventions—show how powerful social listening can be. In each case, data-driven insights provided a roadmap for navigating crises, responding to consumer demands, and adapting to shifting markets.

As we look ahead to 2025, the common thread in these stories is clear: understanding what people say online is essential for success. With social listening tools, brands can listen to their audiences in real time, anticipate challenges, and make smarter decisions. Whether managing a crisis or planning your next big campaign, staying connected to consumer sentiment will help your brand stay ahead of the curve.

Key Takeaways:

Data-Driven Decision Making: Social listening tools like Infegy Starscape and the Infegy API empowered brands and influencers to navigate challenges, from managing public backlash to responding to shifting market dynamics, by uncovering actionable insights in real-time.

Adaptability as a Strategy: Case studies from 2024 highlighted the importance of adapting to consumer sentiment—whether McDonald’s introduced affordable options to rebuild trust or luxury brands shifted focus to European markets to reignite interest.

The Power of Consumer Sentiment: Understanding and addressing online conversations proved crucial for success, demonstrating that real-time sentiment tracking helps brands predict challenges, manage crises, and stay relevant in evolving markets.