We all hold some kind of nostalgia for what social media once was. A place for connecting and sharing instead of the algorithm driven entertainment cycles we are now in. But this change didn't happen overnight, it was a slow process that changed the way we engage with content and each other online.
Heres how it all happened:
Heres how it all happened:
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The start (2000s)
Social media began with platforms like MySpace in 2003 and Facebook in 2004. Early on, monetization was minimal, relying primarily on basic advertising and venture capital funding. There was no aggressive push for engagement beyond basic user interaction because these platforms focused on personal expression and staying connected with friends. Chronological feeds made sure users saw posts from the people they followed in real-time, a feature that played a key role in Twitter’s rise in 2007. By enabling instant news sharing through hashtags, Twitter became a hub for real-time information. During this era, engagement was driven by relationships rather than algorithms.
Social media began with platforms like MySpace in 2003 and Facebook in 2004. Early on, monetization was minimal, relying primarily on basic advertising and venture capital funding. There was no aggressive push for engagement beyond basic user interaction because these platforms focused on personal expression and staying connected with friends. Chronological feeds made sure users saw posts from the people they followed in real-time, a feature that played a key role in Twitter’s rise in 2007. By enabling instant news sharing through hashtags, Twitter became a hub for real-time information. During this era, engagement was driven by relationships rather than algorithms.
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The rise of the algorithm (2010s)
The rise of smartphones in the early 2010s made social media an “always-on” experience. Engagement became the priority, platforms began using algorithms to curate feeds. This shift made content more addictive, pushing viral trends over personal updates. Because engagement became something you could monetize, this attracted advertisers and platforms collected user data to create highly targeted advertising.
The rise of smartphones in the early 2010s made social media an “always-on” experience. Engagement became the priority, platforms began using algorithms to curate feeds. This shift made content more addictive, pushing viral trends over personal updates. Because engagement became something you could monetize, this attracted advertisers and platforms collected user data to create highly targeted advertising.
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Content Over Connection (Late 2010s)
By the late 2010s, social media became a full fledged marketplace, with influencers and brands taking center stage. Instagram and YouTube rewarded content creators, shifting focus from socializing to content production. At this point, content creation became a viable career as platforms competed to keep loyal influencers. Monetisation also expanded beyond basic ads with subscription models and brand sponsorships. Because of this, higher production became the norm, posts across platforms became more curated rather than spontaneous.
By the late 2010s, social media became a full fledged marketplace, with influencers and brands taking center stage. Instagram and YouTube rewarded content creators, shifting focus from socializing to content production. At this point, content creation became a viable career as platforms competed to keep loyal influencers. Monetisation also expanded beyond basic ads with subscription models and brand sponsorships. Because of this, higher production became the norm, posts across platforms became more curated rather than spontaneous.
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The Entertainment Era (2020s)
TikTok changed everything, short form, high engagement content became the norm, pushing competitors like Instagram, Twitter and YouTube to adopt vertical scrollable feeds. Algorithms now dictate what you see, often prioritizing viral trends over personal connections, making social media feel like a destination for entertainment rather can connection or discovery. The shift from connection to engagement-driven content led to increased screen time, shorter attention spans, and a focus on validation through likes and shares.
TikTok changed everything, short form, high engagement content became the norm, pushing competitors like Instagram, Twitter and YouTube to adopt vertical scrollable feeds. Algorithms now dictate what you see, often prioritizing viral trends over personal connections, making social media feel like a destination for entertainment rather can connection or discovery. The shift from connection to engagement-driven content led to increased screen time, shorter attention spans, and a focus on validation through likes and shares.
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The future of social media
The future of social media isn’t about more content, it’s about cutting through it. As more and more AI generated or low value content is uploaded daily the need to filter through it becomes necessary. Users are yearning for meaningful discussions and high quality content instead of just mindlessly consuming viral trends. With smarter personalization, AI tools can help us take back control, making social media feel less like a never ending loop and more of a space for learning, connection, and inspiration, the way it felt before.
The future of social media isn’t about more content, it’s about cutting through it. As more and more AI generated or low value content is uploaded daily the need to filter through it becomes necessary. Users are yearning for meaningful discussions and high quality content instead of just mindlessly consuming viral trends. With smarter personalization, AI tools can help us take back control, making social media feel less like a never ending loop and more of a space for learning, connection, and inspiration, the way it felt before.
Social media has evolved from a space for connection to a business-driven ecosystem where attention is the most valuable currency. While it has brought new opportunities for creators and brands, many users miss the simplicity and authenticity of the past. What do you want the future of social media to look like?
