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Last updated on August 8, 2025

The Evolution of Social Media: Then vs. Now
Social

The Evolution of Social Media: Then vs. Now

Last updated on August 8, 2025
Lisha Sahoo

Table of Contents

  • 1. History of Social Media & Timeline (17th century to 20th century)
  • 2. The Evolution of Social Media (from 2000 – 2010)
  • 3. Expansion Of Social Media
  • 4. The Use of AI in Social Media (2006- Present)
  • 5. The Evolution of Social Media Marketing
  • 6. What does the future hold?
  • 7. FAQ
  • 8. Key Take Away
Social Blog Author Section
Author Name with Link Lisha Sahoo · August 8, 2025
The Evolution of Social Media: Then vs. Now

Do you often wonder how people lived earlier without phones or the Internet? Would you like to understand the journey from traditional modes of communication to the digital era? Let us discuss and understand the Evolution of Social Media: Then vs. Now.

Earlier, humans would gather at an institution and convey important messages. As humans evolved, multiple channels of communication started.

And today, in 2025, approximately 67.5% of the whole population has internet access, and 95% of the internet users worldwide use social media. And many successful businesses use smart tools to handle their social media. Isn’t it surprising to see this drastic change?

In this blog, we will understand the whole timeline of digital tools development and especially see how one tool accentuated the growth of other tools. 

History of Social Media & Timeline (17th century to 20th century)

 Development of mass communication modes.

Did you know that newspapers started in the 15th century? They built a channel for radio, and radio paved the way for television.

1605 1st newspaper launched in the German language
1896 1st Radio message was sent in the UK
1925 Television was invented

Pre-Social Media Times

1971

The First Email was sent on ARPANET (precursor of the Internet)

1978

A BBS, or Bulletin Board System, was launched where people could

Connect with the online community  using a modem and a phone line

While all these data would seem insignificant but they paved the way for social media to be developed.

The Rise of Social Media

  1. The main development came around the 1990s, when the Internet was introduced to the world. But even before that, people had started building communities for themselves on the computer.
  2. In 1973, Talkomatic was launched, which was a group chat system available on PLATO (a closed network that ran on computers. It was developed in the 1960s at the University of Illinois).

Talkomatic can be said to be an ancestor of WhatsApp (jokingly). Neither of the platforms is related, but the point to be noted is that even in 1973, a chatting system was present.

1973

Talkomatic

A group chat system was launched on PLATO (a closed, proprietary network )

1991

www (World Wide Web) was publicly available

The Internet was publicly available

1995

Classsmates.com was launched

a social networking website to connect with old classmates

1997

Six Degrees.com was launched

First modern-style social network with profiles and friend lists

2002

Friendster was launched as a social networking site

A social networking website to help people meet new friends online

2003

My Space was launched

A modern-style social network with customizable  profiles, background music, glittery graphics, and friend lists

The Rise of Social Media

The Evolution of Social Media (from 2000 – 2010)

  1. The Internet had already developed, and computers were getting better and efficient. This further encouraged the growth of social media.
  2. In this phase, when everyone saw that communities and online community-building platforms were gaining so much attention, many people started launching social media platforms.

2003

LinkedIn was launched

2004

Facebook was developed at Harvard University and was open to Harvard students only

2004

Orkut was launched by Google

2005

YouTube was introduced by Google

2006

Twitter was launched

2006

Facebook was made available to the Public

2007

The iPhone came out with internet access, and people could access the Internet and use social media websites.

2007

Facebook started the news feed

2008

Facebook outgrows MySpace

2009

WhatsApp was launched

2010

Instagram was launched

The Evolution of Social Media

Expansion Of Social Media

We learnt all the famous launches in the era of the 2000s, now let us see how they expanded voraciously to capture the market and people’s minds.

2011

Snapchat added vanishing messages

2012

Facebook purchases Instagram

2013

Vine’s short video feature starts trending. Vine is acquired by Twitter before launch

2014

Facebook purchases WhatsApp

2015

Twitter launches “Periscope”, a live streaming app

2016

Instagram launches “Stories”

2016

Facebook Live expands

2017

ByteDance acquires Musical.ly, merging it into TikTok

2018

Instagram IGTV is introduced

2020

The COVID pandemic hits and pushes people to use more social media

2021

Facebook rebrands to META

2021

YouTube Shorts was launched worldwide

2022

Twitter is acquired by Elon Musk

2023

Threads was launched by META

2023

Rise of AI influencers and chatbots in social media

2024

Use of social media as a shopping hub

The Use of AI in Social Media (2006- Present)

You might think that the AI usage and hype are a recent phenomenon, but it is not. The AI era started in the 1980s.

In those times, people wanted to integrate AI into computers so that computers could work faster.

XCON was designed in the 1980s to help computers select to automate the configuration of VAX computers based on customer requirements.

But, after many years, when everyone understood the power of AI, social media also started utilizing it.

Year

Platform(s)

AI Development / Usage

2006

Twitter, Facebook, Netflix

Early adoption of AI for advertising and user experience (UX) algorithms.

2008

Facebook

AI is used for friend recommendations and basic ad targeting.

2010s

Facebook

Introduced facial recognition for auto-tagging friends in photos.

2015

Twitter, Instagram, LinkedIn

Twitter expanded AI algorithms; Facebook’s acquisition of Instagram led to AI integration. LinkedIn implemented AI-driven content curation and networking suggestions.

2017

Facebook

AI chatbots began developing their own negotiation language, beyond human programming.

2017

TikTok

Launched with the most advanced AI-powered content recommendation algorithm at the time.

2018

Instagram

Launched AI-driven recommendations and Ads

2020

TikTok, FB, Instagram, WhatsApp

Use of AI to filter out misinformation and combat false information

2021

Reddit, LinkedIn

Use of AI to give content summaries. LinkedIn started using AI for profile detection

2023

 Snapchat

Started chatbot using OpenAI

2025

Almost all the social media platforms

Using AI for content moderation, personalization, content creation, and detection of AI content

The Evolution of Social Media Marketing

Wherever people gather, there is a marketing opportunity. That is why so many businesses try to draw the masses to themselves.

If you go through The Evolution of Social Media: Then vs. Now, you will understand that mass communication was created so that marketing could enhance and support business growth only.

  • Earlier brands used to market themselves in newspapers, on the radio, and on television. But now, as the masses have shifted largely to social media, there is rarely any business that is not present on social media
  • In the 1990s, brands used Friendster and SixDegrees.com for advertising their brand.
  • But as other social media platforms gained popularity, brands could run ads on them. Here is the table showing the timeline of Ads on the platforms

Platform

Year Ads Launched with format

Facebook

2004 (Flyers), 2007 (Ads Platform)

YouTube

2007- Display Ads

2008- Video Ads

Twitter

2010- Promoted Tweets

Instagram

2013- Sponsored posts

2017- Story Ads

Snapchat

2014- Video Ads

LinkedIn

2008- Display Ads

Pinterest

2014- Sponsored Pins

  • But it’s not that brands only run ads on social media. They started creating accounts on social media and began building genuine connections with people.
  • The first famous social media ad was that of Coca-Cola, which was a big hit on Facebook.

In the year 2012

Coca-Cola Ad Campaign – Share a Coke (where people could share a customized Coke can virtually with their friends)

Ø 39% increase in Coca-Cola fans on Facebook

Ø 870% increase in Facebook traffic

Ø 76,000 virtual cans were shared online

Ø 378,000 custom Coke cans were printed across Australia.

The Evolution of Social Media Marketing

  • Today we all know Influencer Marketing, but back then, too, influencer marketing existed. Did you know that Influencer Marketing (on social media) started in the early 2000s on MySpace?

First Influencers Known

Platforms

Tila Tequila

My Space

PewDiePie

YouTube

Chiara Ferragni

Instagram

  • Jeffrey Star was one of the first and famous influencers of those times. He started from MySpace and expanded to YouTube. Jeffree Star is a pioneer as a social media beauty influencer.

Influencer Marketing

  • In 2009, as video recording and editing tools were available, video vlogging started, and it was all over YouTube. People could relate to the vlogs and started trusting the vlogs before making an actual purchase.

Some of the earliest bloggers are

Tanya Burr

Zoella

PewDiePie

This trend gave rise to user-generated Content.

  • In 2010, Instagram was launched, and it grew quickly; its bloom gave rise to influencer marketing and user-generated Content.
  • As businesses saw the opportunity, they started investing in influencer marketing and user-generated Content. Brands started partnering with creators and sponsored them to promote their brands.
  • The influencer marketing industry has shown tremendous growth.

In 2020

Global Market Value (USD) was ≈ 10 billion

By 2030

Global Market Value (USD) is estimated ≈ at 30 billion

  • In 2025, approximately 14% of marketers plan to dedicate between 10%–15% of their marketing budgets to influencer campaigns.
  • Also, it is not only about organic marketing; brands are also interested in growing their marketing via organic marketing on social media.  50% + marketers are interested in growing organically on LinkedIn, Instagram, and YouTube.
  • Today, many people are discovering new brands via Pinterest, Instagram, and YouTube. When a survey was conducted in six countries, 40 % of the participants agreed that they found new brands via social media every week.

What does the future hold?

Today, social media does not seem to be saturating, even though it has reached the break-even point. Because innovations and new human needs are arising daily, let us see how new technologies are planning to satisfy human needs.

AI To Run Ads and Track Postings

More and more AI tools have come up in the market. The year 2025 can be said to be the era of AI.

And did you know that there are speculations that OpenAI may launch its social media?

Today, all social media platforms have integrated AI into their platforms. It is predicted that shortly.

  1. Brands may use AI to run Ads on social media, test ads, and improve Ads.
  2. AI will be used to detect a brand’s presence on social media. AI will detect how many times a company is posting a day.

 It will be able to detect the company’s logo and keep track. It will also see how people are responding to the Content.

Risk of Deep Fake Videos

More and more deepfake videos will start to surface. This might be cool but scary. It will increase the risk of fraud and fake news.

Decentralization of Social Media

A few companies, such as Meta, X, and Google, among others, dominate the social media industry. They have complete control over users’ data. Now this can change in the coming years.

Platforms like Bluesky, BeReal, and Mastodon have shown that people like online spaces that are democratic and transparent.

Rise of Genuine Content

AI profiles, AI Handles, and AI are all over the place. Careless content creation and low-quality Content have made users unfollow creators.

This will bring a wave of genuine content creation. Creators and brands will focus on authenticity and genuine connection.

Enhancement of social commerce.

Slowly, we will see more of social media merging into e-commerce. Changes like:

  1. Customers will try AR/VR experiences before shopping
  2. AI will hyper-personalize and recommend shopping products
  3. Blockchain and cryptocurrency payments will be encouraged.
  4. Small and private shopping groups would emerge and drive loyalty and engagement.

FAQ

1. What was the first social media platform?

Six Degrees.com was the first social media platform.

Six Degrees.com

Launched in 1997

Allowed users to list friends, family members, and acquaintances, whether registered on the site or not. External contacts are invited to join

Created by

Andrew Weinreich

 

2. Who invented social media?

Andrew Weinreich is called the “ Father of social media”. He created Six Degrees.com and became the trailblazer of social networking.

3. What are the advantages and disadvantages of social media?

This table shows the advantages and disadvantages of social media.

Advantages

Disadvantages

Gives access to anyone to increase their connectivity

There are so many people and so much content on social media that it gives you endless options—this makes it easy to spend a lot of time scrolling without even realizing it.

It is free and easy to use

As it can be used by anyone, random people use it and post many fake things, and spread misinformation

People can stay connected with loved ones and can also access news around the world

It is addictive and disrupts anyone’s daily life. It can induce fear, complexity, and insecurities in anyone’s mind

People can advertise themselves, their services, or their businesses on social media

Companies watch how people behave on social media. In the past, there have been cases where users’ privacy was broken and their data was leaked.

People can establish themselves, build their following on social media

There is to much competition on social media. A business or creator has to put a lot of effort into gaining traction from social media.

Approximately 65 % of the world population uses social media. That is about 5.2 billion people. This is huge. And despite the disadvantages, it will remain a part of our lives.

4. How is social media different from traditional media?

Social Media

Traditional media

Encourages communication from both sides

One-way communication

More penetration

Limited to countries or regions

Anyone can be an author, creator, or influencer

Professionals and authorized people are allowed to produce content

It can target audience has personalized features like an algorithm that shows content according to the user

No personalization, content is shown to everyone.

Content can be edited after publishing

Cannot be edited after publishing

It is cost-effective

It is costly

Less trustable

More Trustworthy

Targeted advertising

Same advertisement for all

Key Take Away

After reading this blog, you can understand the Evolution of Social Media: Then vs. Now. Mainly, the journey was fuelled by a common person’s need.

Social Media

We understand that not everything is good about this evolution. Its addictive algorithm, data leaks, privacy concerns, fake news, and random and low-quality Content have impacted us negatively.

But as we mentioned, approximately 5.2 billion people use social media, and that is huge. If you are a business, a creator, or anyone who wants to reach people, it is an excellent opportunity.

That is why it is important to manage social media along with its pros and cons. We have many blogs on the minor tweaks that can help you manage your social media. Along with that, we also have the data of all social media platforms’ essential parameters.

Do not miss them if you want to roar on social media.


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Lisha Sahoo

Lisha Sahoo | Content Writer at INDZU, A movie buff, philosopher at heart, and 200% emotion-powered. Either lost in her own universe of deep thoughts or keenly observing the world around her, she turns everyday moments into stories

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