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Whether we realize it or not, social media follows us throughout our day. Most of us roll over and immediately check our phones when we wake up and we end our day roughly the same way.
Statistically speaking, the average American checks their phone 17 times per day. Profiles, timelines and newsfeeds have become such a huge part of our lives that it’s hard to think of a time when they didn’t exist.
But where did social media get its start? How did it become the platforms we know today? And when did we become a generation of likes, shares, and comments?
There are hundreds of social media platforms out there, even some that you probably have never heard of. A platform could be as simple as a messenger or something more mainstream like Facebook or Tiktok. Whichever social media platform you prefer, they all fulfill the same objective—connect with others around the world.
Social media began as early as the early 1990's with the invention of the World Wide Web. Soon after, chatrooms and instant messaging popped up. This can be seen as one of the first forms of social media. Compared to the emojis and stickers we have today it was rather plain—just usernames and text. There were no photos, no status updates, and definitely no live videos.
Six Degrees, the first recognizable social media platform, was created in 1997. The site allowed users to create a profile and connect with other profiles on the site, creating the framework for social sites to come.
Shortly after, blogging became popular and with it came the explosion of social media platforms across the web. Sites such as MySpace and LinkedIn became known in the early 2000s. Similar to Six Degrees, these platforms allowed users to create a profile and connect with other users. Platforms like Photobucket and Flickr allowed users to share photos online, offering a different way to share information.
Around 2006, Facebook and Twitter really picked up and have since remained two of the most prominent social media platforms out there. Facebook allowed users to upload pictures/videos, which introduced the term “likes” into our lives.
In addition to the above platforms, several social sites appeared for more targeted audiences. Platforms such as Spotify, YouTube, Tumblr, Instagram and Pinterest emerged to serve a smaller demographic that use these sites for a more specific purpose.
In 2011, Snapchat launched and created a unique angle to social media. Up until now, sites like Facebook and Twitter only allowed users to post photos, videos, or comments/statuses to their own page or to their friends’ pages. But with the launch of Snapchat, users were able to send a picture or video in real time that disappears once it's viewed.
In addition, Snapchat added the “My Story” feature, which allows users to upload a picture or video that their friends can view as many times as they want within a 24-hour time span. Instagram and Facebook have recently added this feature to their site after seeing Snapchat's success.
Along with the disappearing photo and video messages, live streaming has made its mark on our newsfeeds.
While Facebook and Instagram users can livestream with their friends and followers, this has been a feature that many traditional news sources have started utilizing—breaking news, important governmental events, and weather updates are readily available to the masses via news stations' live streams on their Facebook accounts.
Twitter also utilized the livestream feature to host live feeds of NFL games and allow users to discuss them in real time. Twitter has gone as far as broadcasting election debates, breaking news, and other major events right on their popular page. Who needs cable when you have Twitter?
The newest and hottest platform on the social media stage is TikTok. Previously known as Musical.ly, Tiktok made its debut in September 2016 but became more widely-used toward the end of 2019 and has skyrocketed in 2020.
TikTok was created to share 60-second long user-generated videos. The app features custom settings such as added sounds and editing tools for videos. TikTok has quickly dominated the social media game because it's so convenient. It's far easier to edit and upload videos on TikTok's platform than any other app.
As one becomes more active on Tiktok, content will become more suited toward the user. Algorithm based content used on many other sites, particularly Facebook and Instagram, shows content to a user based on their engagement with likes, shares, and comments. Someone who enjoys working out, nutrition, and traveling will see just that on their For You Page (FYP). The FYP algorithm is strong on TikTok, providing users with more and more of the kind of content they truly enjoy, faster.
Tiktok has truly embraced influencer marketing. This isn't a new concept, however. Back in the day, influencer marketing meant seeing your favorite athlete on a cereal box. Another example is seeing movie stars using specific products in a magazine. Today, the younger generation (Gen-Z) is growing up idolizing influencers on TikTok, such as Addison Rae and Charli Di'Amelio, for their dance skills and premature fame.
TikTok has allowed influencers to grow their following with favorable content and brands are noticing. Companies like Crest and American Eagle are taking advantage of the tactic and creating influencer TikTok campaigns to market their products. If Addison Rae says the jeans fit, the jeans fit. Right?
What makes influencer marketing different on this platform than on other platforms like Instagram is the campaigns can come in the forms of challenges or dances, making it a little less product focused and a bit more creativity focused. Tiktok has a diverse crowd of influencers on their app, making it a great spot for brands to seek out their next influencer.
As Tiktok continues its rise in popularity, Instagram has created reels to compete with Tiktok's success. One historic move that continues to repeat itself is the competition to be the all-inclusive platform. The leading "legacy" social channels adapt new features similar to those of their competitors. It began with stories, now we're seeing it with reels. Whatever the next hot thing is, there's a high chance it'll show itself in other platforms.
Social networking platforms have evolved over the years from a friendly space to connect to becoming a full-blown marketing strategy tactic. Having the ability to customize profiles has allowed users to take platforms like Facebook and Linkedin and use them as a part of their brand, whether personally or professionally. We can only speculate what developments will happen in the near future and how they will yet again revolutionize the way we interact with our world each and every day. Exciting, isn't it?
To begin creating a robust social media marketing strategy, reach out to the team at Modern Driven Media by clicking the button below.
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