The year in social media

Ozempic mania

Weight loss drugs made their way onto the online set this year, with some influencers unashamedly brushing aside the stigma proclaiming their Ozempic use.

Djerf Dupe drama

Matilda Djerf, a popular Swedish influencer and founder of the fashion brand Djerf Avenue, annoyed fans when her team started Report TikTok videos which mentioned where you could buy dupes – cheap copies – of her expensive designs.

Rocky hockey romance

The drama rippled through a niche literary community — fans of hockey novels — when Felicia Wennberg, the wife of NHL player Alex Wennberg, said certain book lovers had become “predatory and exploitative” in their comments about her husband.

Bud Light response

In April, transgender influencer Dylan Mulvaney teamed up with Bud Light a video promoting the brand. The online ad featuring Ms. Mulvaney angered many conservatives, who called for a boycott. When sales of the beer plummeted, musician Kid Rock posted a video of himself photographing a stack of Bud Light cases. Months later, TMZ reported a video that he drank the exact same beer during a concert.

Taylor made Travis famous. Right?

Football star Travis Kelce was already a household name before he was romantically linked to one of the most famous women in the world. This fall, as a joke, a lot of women filmed herself to men – usually husbands or boyfriends – that Ms. Swift would put Mr. Kelce on the map. Based on the videos, it looks like every man took the bait.

Arielle Chapin, Nancy Coleman, Anna Foley, Jessica Grose, Becky Hughes, Natasha Janardan, Joumana Khatib, Ran Lee, Phoebe Lett, Lauren McCarthy, Jordyn Holman, Callie Holtermann, Tanya Sichynsky, Dodai Stewart, Remy Tumin and Lindsey Wiebe contributed the report.