The evolution of social media has been driven by the human desire to communicate, alongside advancements in digital technology. Over the years, social platforms have adapted to our fast-paced lives, offering instant communication at our fingertips. This rapid growth has seen the rise and fall of many platforms, from the global success of TikTok to the brief popularity of Vine.
In the early days (1995-2002), many social networking sites were region-specific, limiting their reach to certain areas. As technology progressed and users demanded more, platforms capable of operating on a global scale began to emerge, revolutionising the way we connect and interact worldwide.
Social media in the 2000s
The rapid technological advancements of the 20th century paved the way for the evolution of social media. After the creation of the first supercomputers in the mid 20th century, networks between computers began to be developed, leading to the internet and eventually the World Wide Web in the 1990s. Before the end of the century, social media as we know it had begun to take shape.
The first social media platform to be recognised was SixDegrees.com which launched in 1997, enabling users to connect and form friendships online. The true shift in social media came in the early 2000s with the launch of LinkedIn, followed by Myspace in 2003. These platforms shaped the way people interacted online until Facebook’s rise in 2008, which eventually overtook Myspace and became the dominant social network.
Myspace
Myspace was the first social network to reach a global audience and had a significant influence on technology, pop culture and music. It began to decline in 2008 and was overtaken by Facebook as the dominant social media site.
Launched in 2003, LinkedIn is a business focused platform that allows users to connect with colleagues and potential employers. The platform was primarily for networking and career development and now has over 990 million registered users.
Facebook launched in 2004, beginning as a site for college students to connect. Today, more than 3 billion people use Facebook around the world and it is one of the most popular social networking sites, particularly after the integration of Messenger, its own messaging feature in 2010.
YouTube
In 2005 YouTube launched which later grew into a popular social media site where users could share video content. The first upload was a video titled “Me at the Zoo”, which eighteen years later has more than 335 million views.
X (formerly Twitter)
This microblogging platform X founded in 2006 revolutionised social media communication, allowing users to interact with each other on the app via tweets. Unlike other social media platforms, users mostly interact with words, memes and pictures.
Created in 2010, Instagram originated as a photo and video sharing service and has since evolved to become a community building platform. It was purchased by Facebook in 2012 and expanded its list of features to include live video streaming and shoppable posts.
Snapchat
Snapchat, launched in 2011, began as a multimedia messaging platform created by a trio of Stanford University students. Since then, it has grown significantly and now has 363 million daily users, with a strong appeal amongst young adults.
TikTok
TikTok launched in 2016, originally only in the Chinese market, until it became available around the world in 2017. It is now the leading destination for short-form videos, becoming extremely popular among social media influencers.
Social media today
Social media has evolved from a space for casual connections to a powerful marketing tool, largely thanks to the rise of smartphones, making it accessible at the tap of a finger. Platforms like Facebook and LinkedIn allow users to fully customise their profiles, enabling individuals to shape both personal and professional brands—becoming a vital part of the platform’s ecosystem.
Today, over 62.6% of the global population uses social media, spending an average of 2 hours and 20 minutes per day online. However, the addictive nature of social media is both physical and psychological. The constant checking and scrolling have become habitual, leading to excessive or even compulsive use. Studies have shown that social media can influence mood, tolerance, and lead to withdrawal symptoms, conflict, and relapse, contributing to both personal and societal challenges.
The future of social media
Technological advancements, changing user behaviours, and societal trends will shape the future of social media. Emerging technologies like augmented reality (AR), virtual reality (VR), and artificial intelligence (AI) are expected to transform how we interact online, creating more immersive and personalised experiences.
As users demand more authenticity and privacy, platforms will need to adapt, prioritising transparent practices and meaningful connections. Social media will continue to evolve, becoming not just a marketing tool, but a space for fostering deeper connections, shared creativity, and cooperative efforts, not just advertising and content promotion.
What’s next for your social media?
As social media continues to evolve, the opportunities to build your brand, engage with your audience, and unlock new possibilities are basically endless. It’s a powerful marketing channel that not only highlights your business’s unique personality but also helps you expand your network.
However, there are a few things to think about, from setting up social media platforms, whether that be Instagram or LinkedIn, to planning and managing the content you post. If you’re looking for any advice or guidance, the team at Milk & Tweed can help take your social media presence to the next level. Get in touch with us today to find out more!
