Matt Axmann
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Do you like feel like you are a bit disconnected from the world of social media? If so, feel free to view this brief look into the history and evolution of social media from being a space to connect with friends to acting as a platform for marketers to reach and influence the masses.
When social media first became popular in the early 21st century, I imagine that very few people envisioned the heights that it would reach. Today, social media has become a cultural phenomenon that contains content and entertainment for people of all backgrounds and interests. It has become a platform for both companies and individuals to promote themselves and their brand. The influence that social media has had on the world in immeasurable, and it is only getting started.
Given the current state of social media, many people may not remember the dominance of Myspace and Facebook that many mark as the beginning of the age of social media popularity. These platforms would provide users with a way to post their pictures, select personal information, interests, and thoughts for others within their social sphere to see. While these companies were once very popular (and still are to an extent), they were never really meant to be a one-stop-shop for all of your online needs. This is where Twitter, Instagram, and countless other platforms make their mark.
Social media has progressed from being a place for people to connect with friends and family to being a platform that is used for not only personal interests but also business promotions. The platforms were free, which opened them up for anyone to join with ease. The reason that this was possible was because of the ability for platforms to sell marketing space and opportunities to outside companies. The consumers that created accounts were the product in terms of an audience that companies could pay the platform to market to.
It did not take long for individual users to begin utilizing social media as a means to monetize their own exploits. A great example of this trend can be seen on YouTube. The video site was a relatively new platform in 2001, and has come a long way since its early days of operation. Many users of the platform have forged careers through the creation of content that they post in the form of videos on the website. Although the video’s are free to view by any user, they can be subsidized with advertisements that viewers must watch before, during, and/or after the intended video can be viewed. Content creators can also make deals with outside companies to promote their product or services within the actual video.
Although YouTube is a prominent social media platform where individuals can monetize the creation of online content, it is far from the only one. Instagram has become a staple of this form of individual promotion. The platform has changed over time because it began as a place to share photos with friends and family, and has evolved into a platform where brands can be promoted within the content. Although this can often take the form of paid advertisements by companies and organizations, there is also value in individual users that command large followings. This fact gave rise to Instagram Influencers. These users have been able to build significant followings and credibility with other users on Instagram. This has created opportunities for companies to partner with these influencers to tap into these specific bases of users for marketing opportunities.
Platforms like YouTube, Instagram, and Snapchat are all great examples of platforms that users can make careers on. The seemingly endless supply of consumers to market to on these platforms has enabled this to become a reality. In theory, any user can attain enough of a following to become a social media influencer, but it is much easier said than done. For every user that is able to gain enough attention to become influencers, there are many that fail to reach those heights.
This has led to a culture of “clout chasing” that has taken the form of stunts and challenges that have become extremely prevalent in the world of social media. For those who may not know, “clout” is slang for popularity and attention. It has become synonymous with performing outrageous stunts or pranks in order to gain viewership on social media site. A good example of this trend can be seen in the careers of Jake and Logan Paul. The Paul brothers have become social media titans by posting their antics to social media platforms like YouTube, Instagram, Twitter, and Vine (now defunct).
There is perhaps no other social media site to cater as much to the culture of clout chasing than TikTok. TikTok is a social media platform owned by the Chinese internet technology company ByteDance. This platform has taken the world by storm and exploded in popularity since the beginning of the COVID-19 pandemic. The platform enables users to post and view short form videos. Users can edit these videos in a variety of ways to add music, effects, and other cool features to increase the entertainment value and quality of their content. The rise of TikTok has created many celebrities seemingly overnight because of the model that the platform uses to capture the attention of users.
Some of the influencers that have gained significant followings on TikTok include Charli D’Amelio, Dixie D’Amelio, Addison Rae, Zach King, and Loren Gray. The value that these individuals possess as a result of their online fame is similar to what I discussed about Instagram Influencers. Given the fact that they have such a large audience at their disposal, these individuals have become prime marketing tools for companies to utilize in their digital marketing efforts. Many of these TikTok influencers have also used their platform to venture into singing and acting. Dixie D’Amelio and Loren Gray are examples of TikTok stars that have released music successfully as a result of their significant platform.
Much of what has been discussed in this article has pertained to the monetary influence that social media can have, but this is not the only form of influence that has been accessed. Social media has become a battleground for political influence as well as business interests. Perhaps the most notable example of this is former president Donald Trump’s use of Twitter as a platform to speak directly with both his followers and detractors. Although Trump is the most prominent example of politicians utilizing social media, he is not the only one. Politicians, political commentators, and ordinary citizens from every political viewpoint can utilize social media as a platform to voice and promote their own beliefs and principles.
When I made my first social media account on Facebook back in 2010, I had little thought about what I was getting myself into. I remember wondering how the website would make money since it was free to create an account. Eventually my understanding of the financial dynamics of social media grew, but I still had little idea as to the impact that the concept would have on our society. When looking back on those times and comparing them to the current state of social media, I marvel at how far it has come. I also wonder what innovations are yet in store for this ever evolving industry. Given the sharp contrast in the memories from my first encounter with social media to now, I do not doubt that social media will continue to adapt and grow into the next phase, whatever that may be.